마케팅 TESCO에 대한 분석

소개

마케팅 시간에 제출했던 리포트인데
논문이나 다름없어요

목차

Abstract
Ⅰ. Introduction
Ⅱ. Types of retailer stores and overview of TESCO
Ⅲ-1. SWOT
Ⅲ-2. 4P
Ⅲ-3. TESCO in other countries
Ⅲ-4. TESCO vs. Wal-mart
Ⅲ-5. TESCO vs. COSTCO
Ⅲ-6. Impact of society
Ⅳ. Conclusion and its Implication
References

본문내용

Abstract
This paper begins by examining the types of retailer stores as a background and overview of TESCO which deals with TESCO’s vision and value, location and history. In the body, we will explore SWOT, 4p at the domestic (national) and international level respectively. Also, comparison with WALMART and with COSTCO will be discussed separately. Furthermore, TESCO’s impact on society will be described. Last part, as the concluding part of this paper, will discuss our future strategies and suggestions will be addressed

Ⅰ. Introduction
If you ever visit Chelmsford in Essex which is about 50km far from London, England, you will vividly face a very familiar sign, ‘TESCO Home Plus,’ as you usually see in Korea. When you enter the main entrance, you will be surprised again because next one that you will encounter is travellator, a flat escalator not only for people but also for shopping carts. That scene is easily observed in Korean local retailer stores but not British, American and other foreign countries’ one such as TESCO, WALMART, COSTCO, and CARREFOUR. They are all single story building and a travellator would never be there. So, what does that mean? The answer is TESCO is not pursuing and persisting one way of globalization, so called westernization. Instead of following westernized globalization, TESCO has a pretty flexible and open mind to its business management, especially in terms of international marketing and managing foreign branches. For these reasons, TESCO is often praised for successfully applying glocalization or loc-balization which is the combination of two words: globalization and local. The purpose of this paper is to investigate how TESCO

참고자료

· 김기훈, 월마트 ‘샘스콜라’는 코카/펩시의 절반 값, 조선경제, 뉴저지; 조선경제,
· 2007. 10. 17.
· 김영진, 정철환, Kobalization 세계를 이끈다; 영국 테스코 본사에서 배워간 한국 유통
· 노하우, 조선경제, 2007.10.17.
· 호경업, 이마트 가격 혁명, 조선경제, 2007.10.17.