Case Study - Tesco TescoBritain's largest grocery chainannounced in October 2015 that it was ending its Fresh'n'Easy
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Question:
Tesco—Britain's largest grocery chain—announced in October 2015 that it was ending its Fresh'n'Easy entry into the United States market. The company took a $1.8 billion write-off and the CEO resigned.
1. What made Tesco's management so confident that they would be successful in the United States?
2. What factors caused Tesco to fail in the U.S. market?
Related Book For
Global Marketing management
ISBN: 978-0470505748
5th edition
Authors: Masaaki Kotabe, Kristiaan Helsen
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