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4.1 Tesco China

The author spent nearly two years working for Tesco in Shanghai, its key location in China, in the HR and Marketing functions. This Tesco case study explores the approach and problems in other Asian markets that Tesco has entered earlier, to help better understand it general market entry and growth strategy. It has a greater emphasis on Thailand, since it has had the longest presence there. The Thai experience has highlighted a range of Tesco criticisms and government attempts at legislation to control Tesco which have been repeated in a few other countries. It then focuses on the China experience so far.

4.1.1 Introduction

Tesco is Britain No. 1 grocer, the biggest and most profitable supermarket chain in the UK. It is also one of the most successful global expansionists from the UK in the last 10 years. Now Tesco is Europe's second largest supermarket after the French firm Carrefour, and is the fourth largest supermarket business in the world. It operates......

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Approximate Word Count: 8932
Approximate Pages: 36 (250 words per double-spaced page)

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