Entry & Expansion Strategy: Tesco in Japan |
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"I'm not surprised that Tesco have gone into the Japanese market because they've gone about it in a very different way. They took the sensible approach of studying the market and going with other stores without using their name, so it's not a rash decision to open the Express stores. They've looked at case histories like Carrefour and learned from them."1 - Ian De Stains, Executive Director, British Chamber of Commerce2, Japan, in 2007. "We are not looking to succeed here as a foreign supermarket. In Japan, we aim to succeed as a Japanese supermarket."3 - Shizuko Ota, Spokeswoman, Tesco Japan, in 2007. Introduction
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1] Justin Mc Curry, "Tesco Hopes for Express Success
in Tricky Market,"www.guardian.co.uk, September 28, 2007.
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