Croatia as a new proposed marketAccording to Business Monitor International's detail report on Croatia's first quarter 2014, the Croatian retail market looks very active and promising. With Croatia's entry into the European Union on July 1, 2013, many multinational companies decided to take advantage of Croatia's economic growth. Other European Union countries, such as the Czech Republic, Slovakia, Hungary, Poland and Turkey, have successfully welcomed TESCO. TESCO's expansion into the Croatian market would have similar success and opportunities due to TESCO's previous experiences in the region. Macro-environmental characteristics of Croatia Croatia is located in southeastern Europe, bordering the Adriatic Sea, Slovenia, Hungary, Bosnia and Herzegovina, and Serbia. The population according to the 2013 census was 4,475,611 (CIA, 2013). The majority of the population, more than 40%, is aged 25 to 54. This age group constitutes the target of TESCO consumers in Croatia. Croatia's transportation systems include several airports, railways, paved roads and highways, as well as ports and waterways. This would give TESCO several options for importing and exporting goods. According to the World Bank, Croatia's gross domestic product in 2012 was USD 20,964. It has been increasing steadily since 2004, except for a decrease between 2008 and 2010. Company overview TESCO Plc, a British retail giant, founded by Jack Cohen in 1919. Today, the The company is present in 12 countries and employs more than 530,000 people. people from all over the world. TESCO operates in six different formats, including Tesco Extra, Tesco Superstores, Tesco Metro, Tesco Express and Tesco One Stop. According to Figure 1, the ...... middle of paper ...... for TESCO Croatia. ReferencesBusiness Monitor International. 2014. Croatia Retail Report Q1 2014. [ONLINE] Available at: http://www.marketresearch.com/Business-Monitor-International-v304/Croatia-Retail-Q1-7885331/. [Accessed March 9, 2014]. Parragh, B. 2011. Strategiai Tervezes. [ONLINE] Available at: http://kgk.uni-obuda.hu/sites/default/files/Strategiai%20elemzes.pdf. [Accessed 9 Mar 14].Tesco Plc. . 2013. TESCO: Annual Report 2013. [ONLINE] Available at: http://www.tescoplc.com/. [Accessed March 9, 2014]. World Bank. 2014. Croatia. [ONLINE] Available at: http://www.worldbank.org/en/country/croatia/overview. [Accessed March 9, 14]. United States Central Intelligence Agency. 2014. The World Factbook: Croatia. [ONLINE] Available at: https://www.cia.gov/library/publications/the-world-factbook/geos/print/country/countrypdf_hr.pdf. [Accessed March 9 14].