Tesco's Experience in the Middle Kingdom
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Case Details:
Case Code : BSTR303
Case Length : 20 Pages
Period : 2002-2008
Pub Date : 2009
Teaching Note : Available
Organization : Tesco
Industry : Retail
Countries : China
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Introduction Contd...
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Tesco announced that it planned to open several such stores
across the country over the next few years.
Tesco's experiment with the store
format was an attempt to differentiate its stores from those of its rivals,
Carrefour6 and Wal-Mart,7 which operated in China through hypermarkets and
discount stores (Refer to Exhibit I for Tesco's Store Formats).
Tesco entered China in 2004 through a 50-50 joint venture with a local retailer,
and began operating under Hymall, the banner of the joint venture partner.
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Tesco considered China as one of its most important markets owing to the country's rapid economic growth and high potential. In December 2006, Tesco increased its stake in the JV to 90%.
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The entry into China and the subsequent expansion
there was part of Tesco's strategy of seeking new opportunities for
growth.
Tesco was able to emerge as one of the top international retailers in
the country by concentrating on localizing its offerings. By February
2008, Tesco was operating in the country through 56 hypermarkets.
During the first half of the year 2007-08, its Chinese venture had begun
making profits. For the year ending February 2008, sales from China were
at £ 702 million... |
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