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Homeplus Subway Virtual Store

Issue 20 | August 2011

Background

South Korea is a difficult market for even the most powerful global corporations. But where Walmart and Carrefour had failed, Tesco had succeeded by adjusting to local conditions, even changing its name to Homeplus.

The brand had grown to No.2 in South Korea but it had fewer stores than E-Mart, the No.1 brand.

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