This report analyzes Tesco's failed entry into the United States market, focusing on the Fresh & Easy venture. The report begins with an introduction and outlines the objectives, methods, and structure. It then delves into a case analysis, providing background information on Tesco's pre-entry research and development, including market research and store prototypes. The report then examines the external environment, including competitor and market analysis, using PESTLE analysis to assess economic, political, social, technological, legal, and environmental factors. Internal analysis covers organizational capabilities, financial resources, and strategy, culminating in a SWOT analysis. The report assesses the causes of Tesco's failure, including over-competition, selective consumption, and American buying habits, analyzing market structure and conduct. The report concludes with recommendations based on the findings.
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