How Did Tesco Enter America

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It is a right decision to exit from the United States for Tesco. Firstly, Tesco faces the huge pressure of competition in the United States. Tesco is the world’s third largest supermarket group, but America has the world’s largest supermarket group: Walmart and a lot of native supermarket brand such as Costco and Trades Hoes. These supermarkets in almost cover all parts of the United States. Although Tesco use small format grocery stores as their business strategy so that can compete with native American supermarket brand. However, Americans prefer to shop in large supermarket stores to ensure varieties and quality. So this kind of mid-retail stores do not have the market in America. This is also because Tesco ignores the aspect of social when they analysis the American market. Tesco does not understand the American spending. There is a large difference between American customer and British customer. A store environment, service and sales staff can effect consumer judgements, but Fresh & Easy located in these areas are too simplistic such as they rely heavily on self-service tills, which caused the company brand looks very weak. On another aspect, Fresh & Easy pay attention to California, Nevada, and Arizona, but these is a problem of economic recession in these regions. Tesco choose this time to enter America, which make company take the risk of subprime crisis and the subsequent global economic downturn. Except this, Fresh & Easy do not have good marketing tool to attract customers. For example, some supermarket chains use coupons to attack customers such as …show more content…

If these stores close, Tesco should deal with their rest of the inventory and employee turnover problem. The rest of inventory can be on sale as a cheaper price to minimize the losses. Firing a professional fire companies to demobilize employees to minimize the potential cost of litigation. Shutting down the stores from low to high on the basis of

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