Tesco: Homeplus subway virtual store

Résumé du document

The service that we have chosen is the Tesco's HomePlus Subway Virtual Store. This concept appeared first in the subway of Seoul, in South Korea, in September 2010 . It was developed by Tesco, a distribution group mainly based in the United-Kingdom, Ireland and Asia .
The principle of this service is to enable busy people to shop in the subway while waiting for the train or on the way to their platform. There are virtual facings and people scan with their mobile phone the QR codes corresponding to the products they want. Then they pay and choose the forwarding address .

Tesco created this concept in order to overtake the number one company, Emart, and become first on the market without opening new stores. He adjusted to the local market. We have elaborated an outline of HomePlus Subway Virtual Store implantation in France, more especially in Paris.

Our concept is essentially for people whose haven't time to go shopping and to peoples whose take subway. So it's important to develop this idea in the big city like Paris or Marseille. But there is a service, which exists today, is the home delivery. This service exists for food, alcohol etc. It's important to consider this succeed threat for TESCO's project.

Extraits

[...] The Tesco's Company service use QR code. We can see an important growth concerning QR code use. Compare to Japan or South Korean users of population daily use QR code), Frenchman has start using this new technology. But in 2005 France take the 5th place in world QR code users ranking. For example, a graph with QR code searching on Google. INTERNAL ANALYSIS of market Virtual Supermarket Market Entry Strategy Tesco are large retailers, with competitors such as Carrefour, Auchan or Leclerc in France. [...]

[...] Tesco: Homeplus subway virtual store Introduction I. Why internationalize Tesco's concept? II. Market entry strategy III. The marketing program IV. Implementing and coordinating the marketing program Conclusion Introduction The service that we have chosen is the Tesco's HomePlus Subway Virtual Store. This concept appeared first in the subway of Seoul, in South Korea, in September 2010[1]. It was developed by Tesco, a distribution group mainly based in the United-Kingdom, Ireland and Asia[2]. The principle of this service is to enable busy people to shop in the subway while waiting for the train or on the way to their platform. [...]

[...] Conclusion Tesco is the precursor in market surpermarket virtual. This new concept requires the use of new technologies (smartphone) is therefore fits the theme of innovation. We have seen that it was important to adapt an appropriate strategy to implement this concept in the French market. Indeed, consumers appear stressed, anxious, wanting everything close to hand and quickly. The virtual supermarket has features that meet consumer expectations. Therefore, it is to simplify "the act of buying" via the use of smartphones or tablets. [...]

[...] This service exists for food, alcohol etc. It's important to consider this succeed threat for TESCO's project. Intensity of competitive rivalry : TESCO is the leader on this market. But competitors have developed other concepts. For example, Auchan permits at their customers go shopping by Internet and at the end of the day to go to get their shopping, ready[12]. Moreover Carrefour tries to develop TESCO concept in France at Lyon[13]. But it's just a test. With these competitors, like Carrefour, which is the leader in France, TESCO must consider this threat. [...]

[...] We have elaborated an outline of HomePlus Subway Virtual Store implantation in France, more especially in Paris. Why internationalize Tesco's concept ? First of all this concept permits, for the market food, to access new markets : In fact this idea permits for TESCO to access on the smartphone's market and tablet computer's market. For example, in France Millions use a smartphone and 3.2 use a tablet computer[5] Thus it's a distribution channel very important. Mobile market : The development of the virtual shop permits to answer at new purchasing behavior. [...]