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Tesco Case

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Tesco Case

1. In 2007, Tesco decided to open a new chain of Fresh and Easy neighborhood grocery stores. In general, a Fresh and Easy is a general-merchandise retailer. It is a grocery store that sells high-quality fruits and vegetables, fresh meats, prepared meals under the store brand, and household staples carrying manufacturers’ brands. It’s size falls in between the size of a convenience store and the size a supermarket, and it also uses the strategy of a discount store by offering its products at lower prices. A Fresh and Easy is a mix between a convenience store and a supermarket that is able to offer its products at a low price.
Since a Fresh and Easy combines the features of a few different retail stores and is fairly new, it must focus its marketing efforts on making its unique brand a household name. Also because of this, Fresh and Easy has a large amount and variety of competitors such as Target, Publix, and 7-11, and was on the right track by launching its first-ever ad campaign. Its marketing has to be devoted to advertising its name in as many places as possible to draw in people to its stores. Fresh and Easy must also market the competitive advantage it has to each type of retailer. It has products fresher than items at discount stores, it offers lower prices than a supermarket, and it offers more brands than a convenience store. Fresh and Easy is trying to fill a gap in the U.S. retail stores and has to continue to promote its name and uniqueness of fresh foods at low prices.

2. Location is extremely important for any retail store and especially a Fresh and Easy. Since Tesco’s Fresh and Easy name is still relatively unknown, the location of a Fresh and Easy should fall into their marketing strategy of promoting its name. A Fresh and Easy should be located next to stores that have a familiar name around the area. Placing a Fresh and Easy...

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