Tesco

MARKETING STRATEGY
TESCO - CASE STUDY
By:
Tia Dewanti Sylvina S. S (105020203121002)
Ruella Juniar Tritanti (105020207121001)
Chabsy Al-riezal Mutaqin (105020207121008)
Kurnia Haryakusuma (115020207121009)
department of International Management
Faculty of Economic and Business
Brawijaya University
2012/2013
Case Study #4: A Look at Tesco phratry Plus Mobile
promote in S step to the foreh Korea
Introduction
In the early 1990s, consumers demand for a modern shopping experience in South
Korea was increasing owe to rapid economic growth and increasing disposable
incomes. The government had adoptive protectionist policies and the retail sector was
not open for foreign look investment.
The retail sector was dominated by mom-and-pop stores , which accounted for about
80% of the thoroughgoing retail sales in the country at that time. By 1996, the regulations
governing the retail industry had been eased, but South Korea windlessness did not have a
conducive business environment to survive in, especially where foreign retailers were
concerned.
Tescos South Korean branch, called Home Plus, has put to ticktockher a way to encourage
commuters to buy products through their mobile when hold for their trains by building
virtual aisles on the platforms.




Home Plus created enormous, rich images of food items and plastered them across the
walls of train platforms -- laid out in the same way as they would be in the shop. Every
item has a corresponding QR barcode, and people waiting on the platform can check
out the items on the huge hoarding and scan the QR code of the relevant item using
their mobile. This immediately adds it to their Home Plus shopping basket.
The idea was to make online shopping more visually appealing at a time when people
are captive and bored: when theyre waiting for a train. Deliveries of the goods can be
arrange to scram within hours of the order, meaning that in some cases they could
arrive just as the commuter gets home
Company Profile
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