Growth Strategies Case Study

Case Title:

Tesco: The British Supermarket Chain's Global Expansion Strategies and Challenges

Abstract:
Tesco Plc. is the UK's largest and the world's third largest retail supermarket chain. Established in 1929 by Jack Cohen, Tesco steadily increased its presence in the UK by concentrating on customer needs and their convenience. By the mid-1990s, saturation of the UK market led Tesco to expand its activities to other countries. It initiated expansion plans in the developing markets of the Central European and Asian countries, which provided scope for growth of retail business. In 2005, Tesco planned to continue its international expansion activity by opening a number of hypermarkets in Hungary, Poland, Czech Republic, China, Thailand and South Korea.

Pedagogical Objectives:

• To understand and discuss the market entry strategies of Tesco
• To analyse the challenges it faced in catering to the varied needs of the customers in markets across countries and the competitive strategies adopted by it in those countries.

Keywords : Tesco; Competition among British supermarkets; Gap; International expansion strategies; Expansion into Central Growth Strategies Case Study; Europe and Asia; Hypermarkets; Growth challenges; Varied customer needs; Localisation strategies

Contents : 
Tesco in Britain
Expansion into Central Europe and Asia
Major Challenges
Location of Tesco’s Operations
Sales, Turnover and Profits of Tesco PLC
Top Retailers in the New Entrant Countries in the European Union
Tesco Sales in UK and Overseas