Tesco's Experience in the Middle Kingdom


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Please note:

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:

Price:
Case Code : BSTR303 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

International Business | Globalization Business
Case Length : 20 Pages
Period : 2002-2008
Pub Date : 2009
Teaching Note : Available
Organization : Tesco
Industry : Retail
Countries : China

Comments:

In the closing decades of the 20th century, as the competition in the retail markets in the developed world intensified, many of the major retailers in these countries began to look to the developing countries to sustain their growth. Tesco, the leading UK retailer, was no exception to this trend.

Among the countries into which Tesco expanded in the 2000s was China, the economic success story of the late 1990s and early 2000s. When the company entered China in 2004 after tasting success in other Asian countries such as Thailand and South Korea, the retail market in the country had been seeing average growth rates of around 15 percent per annum for the previous several years.

Although other retailing giants such as Wal-Mart were already well entrenched in the country, Tesco was still able to make its presence felt in the market by using its vast experience in operating in different cultures and environments. The case study "Tesco's Experience in the Middle Kingdom" discusses the various entry and localization strategies adopted by the retailer to establish itself in the market.

Keywords:

Globalization, entry, expansion, localization, promotion, pricing, Beverage market, coffee, China, Starbucks, Starbucks experience

Tesco's Experience in the Middle Kingdom Introduction >>
 

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