Business Case Studies, Brands & Branding and Private Labels Case Study, Tesco, Brand building strategies

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Brands & Branding and Private Labels Case Study

Case Title:

Tesco, UK's Largest Supermarket Group in US: Brand Building Strategies

Publication Year : 2006

Authors: Priyanka Ramgopal, Souvik Dhar

Industry: Retailing


Case Code: BBP0036

Teaching Note: Available

Structured Assignment: Not Available

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Tesco, the number one retailer in UK, was expanding its operations into the US retail market. In the past, Tesco had been successful in replicating its success in the domestic market for its international operations as well. The US retail market has huge potential and offered opportunities to international retailers. The company was also confident that its US venture would be a successful one and was planning its brand building strategies for the highly competitive US retail market. But doubts remain about Tesco's success in the highly competitive US retail market.

Pedagogical Objectives:

  • To discuss the various strategies adopted by Tesco for its UK and overseas operations
  • To understand the competitive scenario in the US retail market· To discuss the effectiveness of Tesco's brand building strategies for its US operations, based on its success in other countries
  • To debate whether Tesco would be a success in the US.

Keywords : Brands & Branding Case Study : Tesco, Brand building strategies, Tesco Express stores, International expansion, US retail segment, Convenience store format, Wal-Mart, Acquisitions, Organic growth, US grocery sector


  • Tesco: A Brief History
  • Tesco's Strategies in UK and Abroad
  • Competitive Scenario in the US Retail Segment
  • Tesco's Brand Building Strategies in the US: The Road Ahead
  • Top 5 Worldwide Food Retailers for the year 2005

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