Discuss the entry strategies of a retailer.

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• International Business
•  
• Case Studies
• CASE STUDY (20 Marks)
• Tesco, a major UK-based retailer, entered
  the US market in November 2007, opening a
  small-format store named Fresh Easy. Fresh
  Easy's adopted the entry strategy, touching on
  market research, store format, layout, location,
  etc. However the retailer attracted some
  criticisms in the US. In April 2007, the retailer
  decided to halt the opening of new Fresh Easy
  stores for three months, after 61 stores had been
  opened. The reasons for the failure were the
  unfavorable macro environment in the US, with
  inflation and recession rearing their heads.

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• Answer the following question.
•  
• Q1. Discuss the entry strategies of a retailer.
•  
• Q2. Analyze the importance of location, store
  format, layout, pricing, assortment planning,
  promotion and customer orientation in the retail
  industry

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