Case Code : CLMM102
Publication date : 2012
Subject : Marketing Management
Industry : Retail
Length : 02 Pages
Short Case Study Price: INR 100;
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.
Questions for Discussion:
1. What do you understand by virtual stores? How are they different from online stores?
2. What are the advantages and disadvantages of virtual shopping?
3. What are the aspects that Tesco needs to consider before opening virtual stores in other countries?
Nestle, Nestle a+ milk, Nestle a+ dahi (curd), Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul, Amul A+, Trademark infringement
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