Abstract

One of the leading retailers in the world, Tesco Plc, has presence in several countries across the world. It followed different strategies to be among the top retailers in every country where it operated. In South Korea, Tesco operated as Tesco Homeplus and was the second largest retailer in the country. In order to sustain and grow in a competitive market like South Korea, Tesco opened a virtual stores one of the underground railway stations in Seoul. The case discusses the factors that prompted Tesco to establish virtual stores and the success it achieved through the venture.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Tesco strategies in different markets
• Use of technology as a marketing tool

Keywords

Nestle, Nestle a+ milk, Nestle a+ dahi (curd), Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul, Amul A+, Trademark infringement