Tesco Case study Example | Topics and Well Written Essays - 750 words

Tesco - Case Study Example This paper seeks to discuss the macro-environmental characteristics of the Canada market where Tesco plans to enter through the use of the VRIO analysis. The company can use its financial strength to open new outlets in Toronto, which is the largest city in Canada. Tesco is a global supermarket whose brands have created a strong image to the target market. Through its diversified product portfolio, the supermarket has effectively met the needs of its customers. VRIO analysis which covers the four aspects that includes the question of value, the question of rarity, the question of imitability, and the question of organization can be used to candidly indicate how well Tesco is in a position to exploit the available opportunities in the foreign markets. Tesco has a strong financial background. This implies that it is able to exploit the opportunities that are available in the Canada market. With revenue of more than 70,000 billion USD and 597,784 employees as at 2013, the supermarket is able to provide competitive services and products to over 35 million customers in Canada (Humby et al, 2006). Canada has various ethnic groups which include the white, Asian, Black, and Aboriginal among others. Given the competitive nature that Tesco enjoys locall y and globally, it is able to meet the needs of the Canada customers who are served by relatively few supermarkets. Another point as noted earlier is on the imitation of the Tesco brands. As a company that value innovation and research, it will not be possible for the competitors in Canada market such as Bulkley Valley Wholesale, Bloor Street Market Foods, Provigo The Market, and Coopers Foods among others to imitate the products that Tesco will provide. In this way, the customers will be provided with a new experience that will make them loyal towards Tesco brands in the Canada market. Under the leadership of Dave Lewis and Sir Richard Broadbent, the CEO and Chairman respectively, Tesco