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Tesco - International Marketing Strategy for the UK and US
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This 98 page paper is a project to looks at the way in which Tesco, the successful UK supermarket, which has been struggling in the US, can develop an aligned strategy for both the UK and the US market. The paper provides an extensive literature review, looking at relevant theories which may be applied, including concepts of competitive advantage, the application of the marketing mix, theories of international marketing and issues concerning the creation and maintenance of loyalty. Following the outlining of a methodology advocating a case study approach and outlining the way primary research will take place the firm is then examined. The case study starts by looking at the way the company competes in the UK and then at the operations in the US where it trades under the name Fresh and Easy. With this background primary research is simulate to assess what customers in both countries want and need. The results are analyzed and used to design suitable strategies. The bibliography cites 72 sources.
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Pages:
98
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Filename:TS14_TEUStesco.doc |
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Paper Title:
Tesco - International Marketing Strategy for the UK and US
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