International Business

International Business Case Studies CASE STUDY (20 Marks) Tesco, a major UK-based retailer, entered the US market in November 2007, opening a small-format store named Fresh & Easy. Fresh & Easy's adopted the entry strategy, touching on market research, store format, layout, location, etc. However the retailer attracted some criticisms in the US. In April 2007, the retailer decided to halt the opening of new Fresh & Easy stores for three months, after 61 stores had been opened. The reasons for the failure were the unfavorable macro environment in the US, with inflation and recession rearing their heads.

Answer the following question. Q1. Discuss the entry strategies of a retailer. Q2. Analyze the importance of location, store format, layout, pricing, assortment planning, promotion and customer orientation in the retail industry