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Number of Pages 98
This research paper: The paper is a full length dissertation including simulated primary research investigating the way that Tesco should develop a unified strategy for the UK and US markets. Although successful in the UK the company has struggled in the US where the Fresh and easy stores have performed sluggishly. The paper presets a full lit retire review considering areas of relevant theory including competitive strategies, consumer loyalty and international marketing. The section of methodology leads to a case study approach. The case is examined through a range of primary and secondary documents to identify the performance level and competences and competitive strategies of the firm. The simulated primary research looks at the market place in the UK and the US to assess the factors which influence consumer purchases, the results are then analyzed statistically before used to create some strategic recommendations. Seventy two sources are cited in the bibliography of this ninety-eight page paper.
File: TS14_TEUStesco.doc
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