1. In their first days of operation, some Fresh & Easy stores sold out of certain items, leaving the shelves empty. In
1. In their first days of operation, some Fresh & Easy stores sold out of certain items, leaving the shelves empty. In the United States, where abundance is an important cultural trait, the image of empty shelves created a poor first impression. What can Fresh & Easy do to correct this impression?
2. Some observers criticized Fresh & Easy for not tailoring its stores to their specific neighborhoods. For example, in one store in a heavily Hispanic area, none of the signs were in Spanish. What advice would you give Tesco management about tailoring their stores to specific markets?
3. To be successful, global marketers must consider whether their product or concept fits in a foreign market. In your opinion, does the Fresh & Easy concept fit the U.S. market?
Fresh & Easy Neighborhood Market represents the latest "British invasion" of America. It's backed by UK-based Tesco, the world's third-largest retailer. Tesco's vision is that Fresh & Easy will change the way Americans shop for groceries. The retailer expects Fresh & Easy stores eventually to outnumber Safeway in the United States and take on the likes of Whole Foods and Wal-Mart.