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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.
