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Tesco's Virtual Store: From South Korea to the United Kingdom
內容大綱
After the successful launch of their virtual grocery stores in South Korean metro stations, Tesco UK is trying to determine whether the virtual grocery store concept should be launched in their home market. In order to make this decision, Tesco needs to determine the role of the virtual store(s), the location(s) of the store(s) and the product range. At the same time, Tesco needs to compare the Korean and U.K. markets in order to determine whether the virtual store concept is viable.
學習目標
This case looks at a new type of retailing format. The Tesco South Korea experiment created considerable buzz worldwide, but the success of this type of format is far from certain. Intended for students in a retailing, core marketing or marketing strategy course, this case looks at the major decisions required to launch this new format in the United Kingdom. A key decision is determining what the role of the new store could or should be. The determination of the location, product selection and, ultimately, the virtual store's performance requirements all follow from this original choice.