Tesco in the cultural institutions

RÃ©my G.

Commandez une rédaction : Étude de cas en Stratégie sur mesure

Devis en ligne gratuit

Étude de cas Format .doc

Tesco in the cultural institutions

Télécharger

Lire un extrait

Thèmes abordés

Tesco, cultural institutions, international companies, UK, Sainsbury's, social facts, social environment

Lecture
Résumé
Sommaire
Extraits

Résumé du document

To succeed in a global economy international companies have had to show awareness of cultural differences, but what about institutional differences between nations or regions?
How do the institutions that we consider "social facts", such as money, marriage, government and education vary between different social groups and nations and how does this affect the business world? What are the implications for companies and management practices?

Sommaire

For decades now companies have had to analyse cultural and institutional differences and to adopt efficient strategies to adapt themselves to these differences in order to make profits
Recently Tesco has withdrawn itself from Japan and the United States because it was losing huge amounts of money and its implementation has been a total fail. In several years
We can clearly see here that identifying key social facts is a necessary step during the decision of implementing itself abroad

Accédez gratuitement au plan de ce document en vous connectant.

Extraits

[...] In the end, implementing itself abroad requires a very strong and thorough analysis of the target market (especially US and China's ones which are said to be amongst the most difficult). Companies have to identify the key social facts that can lead to success or failure. We chose the example of the failure of Tesco, but we could have taken KFC (Yum Group) which has established itself successfully in China after having made a very strong and relevant analysis of the local institutions. [...]

[...] However, they neglected to identify some crux. For instance, in Japan and the United States, Tesco had underestimated the importance of education and tradition: Japanese and American people are used to a high level of customer service which is at the very opposite of Tesco's principles (famous for their self-checkout system). What's more Japanese market is a very difficult one because traditionally Japanese shop in family-owned grocery stores which have been established for decades, since it offers a personal touch very valued. [...]

[...] Indeed, the way international companies advertise, market or distribute their products cannot be exported so easily. One cannot broadcast the same ads in the United States as in China or in Europe. But furthermore, companies and managers have to identify clearly the social facts of the target country and their implication for the business. Recently Tesco has withdrawn itself from Japan and the United States because it was losing huge amounts of money and its implementation has been a total fail. [...]

doc