Analyze the entry and expansion strategies of Tesco in Turkey

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• International Business
•  
• Case Studies
• CASE STUDY (20 Marks)
• The case focuses on UK-based retailer
  Tesco's strategies in the Turkish market. It
  discusses Tesco's international ventures and
  elaborates on some of the strategies that it
  followed in the non-UK markets. Tesco entered
  Turkey in 2003 by acquiring the Kipa Kitle
  Pazarlama Ticaret ve Gida Sanayi AS (Kipa) chain
  of supermarkets and operated under the name Tesco
  Kipa. It started operating hypermarkets and then
  introduced other format stores in the country.

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• It opened Tesco Express stores which were
  smaller than hypermarkets, and sold a wide range
  of food products. To cater to the needs of
  shoppers who preferred to shop at open air shops
  and small mom-and-pop stores called bakkals,
  Tesco Kipa opened smaller stores called
  supermarkets. It also operated through Kipa Extra
  stores, which were larger than hypermarkets.
  Tesco Kipa initially operated in the Izmir region
  and later expanded to other regions. It localized
  its operations by offering products preferred by
  the local people.

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• In spite of its best efforts, Tesco did not
  manage to become one of the leading players in
  the market and its market share was at just 1 as
  of 2011. With Tesco closing its stores in Japan
  due to poor performance, analysts opined that it
  might also exit Turkey soon. However, Tesco
  continued to expand in the country and acquired
  Ardas Supermarket chain in November 2011. It
  remained to be seen if Tesco would be able to
  succeed in the market or would make an exit.

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• Answer the following question.
•  
• Q1. Analyze the entry and expansion strategies of
  Tesco in Turkey.
•  
• Q2. Examine how Tesco localized its retail
  practices in Turkey.
•  
• Q3. Discuss the entry and expansion strategies of
  a retailer.

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