What strategy was adopted by Tesco’s in building market share internationally

International Business

What strategy was adopted by Tesco’s in building market share internationally

CASE STUDY (20 Marks)

Tesco’s move into Korea offers a classic case study of building market share internationally. The company made some smart moves in their Korean expansion, most notably partnering with Samsung, the leading Korean conglomerate, and embracing the Korean way of life by operating stores as local businesses and community centers. Tesco also made a smart move by employing nearly 100%Koreans on staff, with only 4 British employees out of 23,000. Reports indicate that Tesco’s intelligent strategy has won over

shoppers in Seoul, with 25% of Koreans signed up for loyalty cards and sales in the billions, finding success in “cracking the Asian tiger,” where competitors such as Carrefour and WalMart have failed.

Answer the following question.

 

Q1. What strategy was adopted by Tesco’s in building market share internationally?

 

Q2. What may be reasons of WalMart failure in Korea?

What strategy was adopted by Tesco’s in building market share internationally

 

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