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Tesco introduces brand supermarket in China

20
Feb '07
Retail giant Tesco recently launched its first brand supermarket in China. Western supermarket chains are picking up in major cities like Shanghai and Beijing.

Tesco previously invested in 46 Chinese outlets through its partner firm Le Gou. International chains like Carrefour and Wal-Mart, with growing business in China, are giving competition to the new Beijing outlet.

Consumer satisfaction is one of the challenges faced by company. Since Chinese customers give preference to foreign brands, Tesco could benefit greatly through supermarket launched under its own brand.

Customers will accept the UK based retailer as another western chain, but it must learn to understand their likes and dislikes.


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