The case focuses on UK based retailer Tesco's strategies - PowerPoint PPT Presentation

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The case focuses on UK based retailer Tesco's strategies

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Title: The case focuses on UK based retailer Tesco's strategies


1
International Business info_at_casestudyhelp.in91
94220-28822
2
  • 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.

3
  • 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.

4
  • 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.

5
  • 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.

6
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