International Bussiness

In: Business and Management

Submitted By tienta
Words 2700
Pages 11
EXECUTIVE SUMMARY
By analyzing PEST model partly which contains four main factor as Economic; Political and Legal; Culture, Social and Ethics and some others (technology or environment), this paper has clearly presented penetration strategy Tesco PLC, a multinational retailer in grocery and merchandise towards Vietnam market. The paper conducted the report through collecting secondary data from General Statistics Office of Vietnam, Work Bank Data Source, CIA and some other trusted data source to indicate in detail whether Vietnamese market is a possible one for Tesco. The result point out that Vietnam could be a possible market for the core strategy of Tesco PLC.

1. INTRODUCTION
Retail section has becoming one of the most potential businesses in the booming industry recently. Along with an active market, a level of competitiveness among retailers is also considered as a core factor influences each typical business strategy with the aim at obtaining big goal of profit. Numerous big retailer Groups in the world, now is trying to expand their business towards prospective market but not only domestic one such as Wal-mart or Metroto be able to perform, develop and compete through having effective plan and well performing. This report would like to examine Tesco PLC, the biggest retailer from the United Kingdom as a representative case for the effective expansion strategy implementation basing on analysing some key factors of host country’s market in a macro level. The chosen country is Vietnam, a brand new and potential Asian market which has quite high level of demanding in term of commodities so far.

2. MAIN BODY 3.1. Tesco PLC – Overview
Tesco, a multiple retailer, was established in 1919 by Jack Cohen with a head office at Cheshunt, the United Kingdom. The corporation has reached the third position in the world in grocery industry (by revenue)…...

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