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Tesco Essay

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Below is an essay on "Tesco" from Anti Essays, your source for research papers, essays, and term paper examples.

Tia Dewanti Sylvina S. S (105020203121002)
Ruella Juniar Tritanti (105020207121001)
Chabsy Al-riezal Mutaqin (105020207121008)
Kurnia Haryakusuma (115020207121009)
Department of International Management
Faculty of Economic and Business
Brawijaya University
Case Study #4: A Look at Tesco Home Plus’ Mobile
Campaign in South Korea
In the early 1990s, consumers' demand for a modern shopping experience in South
Korea was increasing owing to rapid economic growth and increasing disposable
incomes. The government had adopted protectionist policies and the retail sector was
not open for foreign direct investment.
The retail sector was dominated by mom-and-pop stores , which accounted for about
80% of the total retail sales in the country at that time. By 1996, the regulations
governing the retail industry had been eased, but South Korea still did not have a
conducive business environment to operate in, especially where foreign retailers were
Tesco's South Korean branch, called Home Plus, has found a way to encourage
commuters to buy products through their mobile when waiting for their trains by building
virtual aisles on the platforms.
Home Plus created enormous, rich images of food items and plastered them across the
walls of train platforms -- laid out in the same way as they would be in the shop. Every
item has a corresponding QR barcode, and people waiting on the platform can check
out the items on the huge billboard and scan the QR code of the relevant item using
their mobile. This immediately adds it to their Home Plus shopping basket.
The idea was to make online shopping more visually appealing at a time when people
are captive and bored: when they're waiting for a train. Deliveries of the goods can be
arranged to arrive within hours of the order, meaning that in some cases they could
arrive just as the commuter gets home
Company Profile
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"Tesco". Anti Essays. 17 Dec. 2018


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Tesco. Anti Essays. Retrieved December 17, 2018, from the World Wide Web: http://parimatch-stavka7.com/free-essays/Tesco-384215.html

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