Tesco has taken on Wal-Mart and other American retailers with its entry into the US market, prompting the companies to adopt strategies the UK mega-retailer uses. For example, after Tesco launched a chain of convenience stores called Fresh & Easy, Wal-Mart followed suit by opening similar stores called Marketside. "It's a direct message from Wal-Mart to Tesco saying, 'Hey, we're watching you,' " said Neil Stern, a senior partner at McMillan Doolittle, a retail consultancy. " 'And we'll not only copy you; we will do it better.' "