2012-09-25 09:15:32 - Tesco Case Study: Grocery Retail in the US - a new company profile report on companiesandmarkets.com

In 2007, UK based company Tesco plc entered the US grocery market with its Fresh & Easy stores. The company has faced many challenges to entry and to date has operated at a loss. This study will examine Tesco´s market entry, performance, the difficulties it has faced, and what the future may hold for Fresh & Easy.

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Highlights

In 2008, just five months after the first store was opened, it appeared that Tesco´s business in the US was ailing. The company had hoped to

 

 

break even by 2009–10; however, to date the company is still in the red.
In the UK, the chilled prepared meals segment of the grocery market is huge, with an estimated £8.7 billion ($13.4 billion) in sales in 2009 according to the Chilled Food Association. In the US the ready meal concept has not yet taken off and represents a cultural difference in consumer preferences that can have a negative impact on sales.

Your key questions answered

* How big is the US grocery retail market compared to the UK?
* What was Tesco´s US market entry strategy?
* What have Tesco´s yearly net sales and trading loss been in the US?
* Why has the company been underperforming in the US market?
* How is the company attempting to break Fresh & Easy into profit?

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