Over at the Telegraph, there’s an interesting story about how UK-based supermarket chain Tesco is succeeding in Thailand by going after a unique segment of the local market.
By placing their stores on Bangkok’s outskirts, the Tesco chain is able to incorporate their grocery offerings into larger shopping centers, which often include clothing retail, cinemas and other attractions atypical of the brand-name supermarket.
Rather than going after the hi-so or expat market, Tesco has aimed straight for middle class Thais, which has put the supermarket chain in direct competition with Thailand’s “wet markets.”
So far, this strategy appears to be a success. Tesco has expanded rapidly within Thailand and soon plans to launch online retail within the country as well.
For the full scoop on Tesco’s rapid expansion, head over to the Telegraph.
