Case Name :      Tesco’s Virtual Store: From South Korea to the United Kingdom

Authors :           Mark B. Vandenbosch, Alina Nastasoiu

Source :             Ivey Publishing

Case ID :            W14148

Discipline :        Marketing

Case Length :    12 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

After the successful launch of their virtual grocery stores in South Korean metro stations, Tesco UK is trying to determine whether the virtual grocery store concept should be launched in their home market. In order to make this decision, Tesco needs to determine the role of the virtual store(s), the location(s) of the store(s) and the product range. At the same time, Tesco needs to compare the Korean and U.K. markets in order to determine whether the virtual store concept is viable.