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Tesco In China Case Study

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    Table of contents

    ABSTRACT ...................................................................................................................................................................... 1

    1. INTRODUCTION ........................................................................................................................................................ 4

    1.2

    P

    ROBLEM FORMULATION

    .......................................................................................................................................... 6

    2. METHODOLOGY ....................................................................................................................................................... 8

    2.1

    C

    OURSE OF ACTION

    ................................................................................................................................................... 8

    2.2

    M

    ETHODOLOGICAL VIEW

    .......................................................................................................................................... 9

    2.2.1 The objective view ............................................................................................................................................ 9

    2.2.2 The subjective view ........................................................................................................................................ 11

    2.2.3 The project’s methodological view ................................................................................................................. 12

    2.3

    M

    ETHODOLOGICAL PROCEDURE

     /M

    ETHODICS

    ......................................................................................................... 13

    2.3.1 Analysis and ambition level ............................................................................................................................ 13

    2.3.2 Research Design............................................................................................................................................. 15

    2.3.3 Scope and limitations of the study .................................................................................................................. 16 

    3. COMPANY DESCRIPTION OF TESCO ................................................................................................................ 17

    3.1

    H

    ISTORY OF

    T

    ESCO

    ................................................................................................................................................. 17

    3.2

    T

    ESCO IN NUMBERS

    ................................................................................................................................................. 17

    3.3

    T

    ESCO

    S CORPORATE STRATEGY

    ............................................................................................................................. 19

    3.4

    T

    ESCO

    S ENTRANCE AND PRESENT SITUATION IN

    C

    HINA

    ......................................................................................... 21

    3.4.1 The joint venture and the brand name Le Gou ............................................................................................... 22

    4. CULTURE AND BRANDING .................................................................................................................................. 24

    4.1

    C

    ULTURE

    ................................................................................................................................................................ 24

    4.2

    B

    RANDING

    .............................................................................................................................................................. 25

    4.2.1 Branding and communication ........................................................................................................................ 26 

    4.2.2 Branding in a global context .......................................................................................................................... 27 

    4.3

    C

    OMBINING CULTURE AND BRANDING

    .................................................................................................................... 28

    5. RETAILING MARKET ANALYSIS ....................................................................................................................... 31

    5.1

    T

    HE

    PESTEL

    ANALYSIS

    ......................................................................................................................................... 31

    5.1.1 Political .......................................................................................................................................................... 31

    5.1.2 Economical ..................................................................................................................................................... 32

    5.1.3 Socio-cultural ................................................................................................................................................. 34

    5.1.5 Technological ................................................................................................................................................. 35

    5.1.6 Environmental ................................................................................................................................................ 37 

    5.1.7 Legal............................................................................................................................................................... 37 

    5.1.8 Macro environment of the Chinese market .................................................................................................... 38

    5.2

    P

    ORTER

    S FIVE FORCES

    ........................................................................................................................................... 40

    5.2.1 Threats of substitute concepts ........................................................................................................................ 40

    5.2.2 Threats of new entrants .................................................................................................................................. 41

    5.2.3 Intensity of industry rivalry ............................................................................................................................ 42

    5.2.4 Bargaining power of customers ..................................................................................................................... 44

    5.2.5 Environment of the retail industry .................................................................................................................. 45

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