Tesco is a strong brand in the UK, achieving number 1 ranking by sales value. The company has entered a number of new foreign markets during the last decade, and here it has a market challenger role rather than that of a market dominator. Study the company's UK website (www.tesco.com) and then compare this with its Thailand website (www.tescolotus.net).

Questions:

1. In what ways does Tesco's web presence indicate a different market position in the UK compared with Thailand?

2. What macro-environmental factors might explain the different approaches of the company in its two markets?

3. Identify alternative strategies by which Tesco could have entered the Thai market. What strategies could it adopt to gain the dominant position that it has achieved in the UK? Is this a realistic prospect?