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• This case study tittle, “Fail! Tesco Strikes Out in the United States” is all about Tesco
entering into the U.S market
• Presents the former CEO’s vision in expanding the business to U.S
• The first stores in U.S. is named as Tesco Fresh and Easy
• Tesco had their own distribution network there.
• Tesco in U.S never met the market expectation, and thus Tesco incurred terrible loss
in United States
• Fresh and Easy was highly dependant of private labels such as Nature Way Foods
and 2 Sisters Food Group, based from U.K.
• Tesco’s around the world such as South Korea and JapanSouth Korea and Japan,
and its productivity.
Key Issues in Tesco United States of America