Tesco in the United States

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR291 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


International Business | Globalization Business
Case Length : 13 Pages
Period : 2005-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : Tesco
Industry : Retail
Countries : USA


Tesco, a major UK-based retailer, entered the US market in November 2007, opening a small-format store named Fresh & Easy. The case describes Fresh & Easy's entry strategy, touching on market research, store format, layout, location, etc.

It then discusses some of the criticisms that the store attracted in the US. The case also discusses Tesco's decision in April 2007 to halt the opening of new Fresh & Easy stores for three months, after 61 stores had been opened. The case ends with a brief discussion on the unfavorable macro environment in the US, with inflation and recession rearing their heads.


Understand the entry strategies of a retailer.

Understand the differentiation strategies of a retailer.

Analyze the importance of location, store format, layout, pricing, assortment planning, promotion and customer-orientation in the retail industry


  Page No.
Introduction 1
About Tesco 2
Tesco's International Ventures 2
Tesco in the US 3
Differentiation 5
A Good Neighbor 6
Challenges 7
Outlook 9
Exhibits 10


Tesco, Fresh & Easy, US Retail market, Entry strategy, Differentiation, Convenience stores, Consumer research

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