Tesco has decided to really go after a difficult target market. They want to attract busy Koreans who don't usually look forward to grocery shopping once per week. The video mentions that Koreans are some of the hardest working people in the world. Tesco's challenge is that they have fewer stores in comparison to the top grocery chain E-Mart which means their locations might not be as convenient for as many people as E-Mart.
To overcome this challenge, Tesco brought the stores to the people in a unique way. They allowed Koreans to use time that is normally unproductively spent waiting for a subway train to do grocery shopping. This allowed the population to be even more efficient and squeeze more activity into a day. This strategy hinges on the tech savvy nature of the Korean public. Since Korea, similar to many other Asian countries, has a population that has great individual technology resources it was safe to assume that a large enough segment of the Korean population uses smart phones.
The target audience in this example is also one that lives in a city with large public transportation systems used by commuters that are likely to have enough money to pay a premium for the home delivery service. Since transportation of grocery items in a city can often be challenging, Tesco has solved an additional problem for the consumer; they no longer have to transport their grocery items, instead they are delivered to them. Brilliant!
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