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Essay text:
Tesco being responsive to local demand has been costly in market research, however it has lead Tesco to be successful internationally.
The US is seen by some retail analysts as “a graveyard for the British retailer” (Palmer, Miller, Olsen 2007). This is somewhat accurate as successful UK retailers such as Debenhams, Dixons and J. Sainsbury all have attempted to enter the US market and failed.
Determined not to have the same fate as previous British retailers, Tesco have researched the American market for 5 years, largely in secrecy, prior to publicly announcing their plans. Tesco has chosen to open its first American stores on the affluent West Coast in “Los Angeles, Las Vegas, Phoenix and San Diego in November 2007” (Telegraph, 2008)...
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