Abstract
Examines the debate on internationalisation versus globalisation with specific reference to Tesco UK’s expansion into Ireland. First, Tesco UK and Tesco Ireland are introduced in their respective markets. Following this, an analysis of the relevant elements of the marketing mix is presented. The degree of consistency between the companies’ strategies and tactics is then examined with the help of the MIXMAP model. Finally, conclusions are drawn on the extent to which Tesco UK has had to adapt its marketing strategies to the sensitive Irish consumer.
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