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Entering the Retail Sector in Central Europe Tesco’s Expansion Into the Czech Republic

In: Business and Management

Submitted By mitchk15
Words 8593
Pages 35
Contents

Entering the retail sector in Central Europe
Tesco’s expansion into the Czech Republic

International Marketing
2006
Séverine Delaporte
Ilona Juřenová
Lizhu Ren
David Towers

MIB 21a

Entering the retail sector in Central Europe

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Abstract
Introduction to the Central and Eastern European market
Trends in the retail industry
4.1 Retail in CEE countries
4.2 Reasons to expand retail abroad
4.3 CEE countries – retailers’ paradise
Tesco’s market entry strategy
5.1 Entry modes
5.2 Tesco’s marketing strategy in the Czech Republic
5.2.1
Focusing on customers needs and wants without losing identity 5.2.2
A multi-format strategy: an adapted distribution policy
5.2.3
Local products that fit customers’ tastes
5.2.4
Aggressive pricing strategy
5.2.5
Adapted communication
5.2.6
Adding value through service
5.2.7
Adapting to changes in the macro-environment
5.3 Evaluation of Tesco’s success within the Czech Republic
5.3.1
The Czech success
5.3.2
Problems within the Czech market
5.3.3
The future within the Czech Republic
5.4 Consumer perceptions of Tesco from the UK and the Czech
Republic
Conclusion
Appendix
7.1 Czech Republic Questionnaires
7.2 UK Questionnaires
Bibliography

Entering the retail sector in Central Europe

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This report examines the role that Central and Eastern European countries play in the increasingly international strategies of retail companies. This report focuses specifically upon the Czech retail environment and how Tesco has successfully entered the market by adapting its market offering for Czech consumers. It is demonstrated that Tesco has been successful within the Czech...

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