The importance of marketing management for a company can be compared only to the general executive management and human resources management spheres. Among the main targets of the marketing department at any organization the following ones can be singled out: searching for new markets, preparation of the new markets for the company’s launching, identifying the main factors that will bring success to the company in this or that market, etc (Attwood, 2007). As we can see, marketing plays a rather significant role in the development of every organization, and the current work is dedicated to the marketing research of the new policy by one of the largest retail traders in the world – the British company Tesco. Recently, Tesco has launched an initiative of retail grocery supermarkets under the brand name “Fresh & Easy” to the US markets. In this paper, we are going to examine the policies of Tesco in respect of its new supermarkets and to predict the rate of success that can be reached by Fresh & Easy supermarkets, if any. To begin with, let us say that Tesco is one of the most highly-developed companies in the world in the sphere of retail trade. Subsidiaries and branches of Tesco can be found all over the world and have a lot of customers in many countries. Tesco strives for further development and its US expansion is another step towards the achievement of this goal. The grocery market in the United States is one of the most developed and one of the largest in the world; that is why it was decided by Tesco officials to continue the development of their company in this very direction. Furthermore, Tesco purchased large areas where the new supermarkets were to b built and planned that the size of each of the stores will be about 1, 400 m² which is not the largest size in the USA but still a considerable area for retail trade. The assortment of goods that are now sold in the Fresh & Easy supermarkets owned by Tesco is not limited to the grocery but includes such things of everyday demand as bakery, liquor, pharmacy, and others. Drawing from this, we can state that supermarkets that operate under the brand name Fresh & Easy are supplying the people in the areas of their location with all the necessary products for a living. But will they be successful? This is the question that we are to answer in the following paragraphs (Freshandeasy.com, 2008). To answer this question, we should at first define which basic factors provide for the success of the new channel launched in the new and unfamiliar market. Among the most important factors, there are such ones as properly organized marketing of the company’s activities and their possible effect upon the newly introduced market, analysis of the supply and demand in the areas where then new supermarkets were to be erected, examination of overall market conditions, state of competition in this market and the close attention paid to the needs and wishes of customers in the areas, as well as access to the company’s information together with the company’s ability to gather and analyze the necessary information about all the above-enumerated factors (Chow.com, 2008). In the Fresh & Easy supermarkets owned by Tesco