International Business

International Business CASE STUDY (20Marks) The case focuses on the UK-based retailer Tesco's entry and expansion strategies in the Japanese market. Tesco's succeeded in international ventures that began in the 1990s and adopted some of the strategies that it followed in the non-UK markets. Tesco entered Japan in 2003, after more than two years of research into the retail markets and consumer purchasing patterns in the country.

It acquired a local convenience store operator C Two Network that operated 78 discount supermarkets under the brand 'T surukame.' It then expanded through a few more acquisitions. UK-based retailer Tesco subsequently launched Tesco Express stores in Tesco adopted the different localization strategies and succeeded by identifying and solving the challenges faced by them in Japan.

Answer the following question. Q1. Analyze the entry and expansion strategies of Tesco in Japan. Q2. Discuss the likely challenges faced by Tesco in Japan.