Tesco’s stores in the United States

Key Concepts: international strategy, international marketing, standardization versus adaptation, globalization, foreign market entry, competitive advantage, competitive strategies

Please view this week’s video, and answer the following questions.

Tesco’s stores in the United States will carry the Fresh & Easy name. Reflect on the research Tesco conducted prior to entering the U.S. market. Why was it so important for Tesco to understand the grocery market in the United States?

Wal-Mart has been closely watching Tesco’s entry to the United States. In fact, Wal-Mart executives have been seen taking notes in Tesco’s Fresh & Easy stores. Discuss the notion of industrial espionage. Does it apply to this situation?

Is Tesco successful in the US grocery market? Support your answer with current research and reasons.

Begin your post by creating a new thread. Answer all questions in your initial post. Respond to two other students’ discussion threads for a total of three posts.

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