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Stakeholders

S/B/289. International marketing strategy: Tesco's entry into China

WORDS:
2900
DATE:
2007
PRICE:
29.99 GBP

The paper conducts strategic PEST and stakeholder analysis of the Chinese market with the view of the expansion of Tesco into the area. Recommendations are suggested about whether TESCO should adapt its marketing mix features to the Chinese environment or stick to the standardized parameters.

 

KEYWORDS: Tesco, TESCO, PEST, China,

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