The respondents belonging to managerial level positions identified that Tesco’s strategy in the US was a little different from the one that it has been observed to be following in its previous expansion operations. Tesco did not choose to move into the US through acquisitions and/or joint ventures but chose to initiate operations through a new brand name: Fresh and Easy; or The Fresh and Easy Neighborhood Market.
This store format represents an amalgamation of two distinct store formats that Tesco has been making use of to date. This brand name will not only be used as a trademark for Tesco’s stores in the US but will also serve as Tesco’s corporate identity in the US as well. It can be surmised that Tesco’s strategy for the US is one that aims to take a fresh start in the US and does not wish to associate itself with its UK origins.
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