Marketing Internacional

Retail has always been one of the fastest growing industries in the world. As world population continues to grow, the need of daily consumable goodsalso increases. Hence, giant retail companies who have already established their names and wingspan for decades, enjoy an exclusive place at the top ofthe ladder of the retail industry.

Developments in technology have proved to create a big impact for this industry and its key players.International market-penetrations are made easier as communication and logistics are way more effective than it is in the past.

Wal-Mart and Tesco, the firstand the third largest in the world respectively (in term of revenue) have given a lot to talk about in the last years. Each company has managed their ownway to conquer not just their domestic markets, but also international markets.
It’s ironic also to think that even though Wal-Mart is the biggestretail company in the whole world, Tesco has succeeded in task of entering to all international markets they’ve tried, but Wal-Mart has not.
As if thatwere not enough, Tesco has also managed to enter to one of the most difficult markets which is the American, but with a clever marketing strategy,under the name of Fresh & Easy using the format of a convenience or express store which has positioned itself very good among Americans.
The main goalis to discuss their marketing strategies and how they’ve managed to achieve them or why they have failed in their attempts in different markets.