Wall-Mart Case Study



Wall-Mart Case Study

Introduction

Wal-Mart is the largest retailer in the world, because it knows how to translate its marketing strategy abroad successfully. Initially, they tried the techniques they applied in the United States; they soon discovered that, in order to be successful, they have to change their strategy to support the technical work of the local market. Although some people may not agree with their methods to get into a joint venture with the host countries local competitors, only to eventually take over their company, they must agree that this is a successful strategy, which has led Wal-Mart to becoming a powerhouse. Their strategy is to learn the culture, at the same time to establish a bond with the community. Along with this, they get to observe a competitor's way of doing business, with full access resources.

Wal-Mart's Overseas Expansion

The question remains how Wal-Mart became the largest retailer in the world. It began in Rogers, Arkansas, on the small-scale level. Sam Walton, his ideas and his vision of smart business practice work, did what most of us never even dreamt to do.

Even after his death, Wal-Mart's financial position has continued to climb higher each day. Due to its rapid expansion in the United States, it quickly ran out of room to grow and open new stores. 260 million consumers in the United States and due to global expansion Wal-Mart reached 600 billion of customers. It does not take a rocket scientist to realize that this is the time to develop a plan to expand globally. The problem now was to translate wholesale to another country and for success a new marketing and merchandizing strategy needed to be developed that situated the host country.

West flamenco, Mexico, Mexico's largest retailer, is a joint venture. Initially, it was difficult for the retailer in Mexico, as the Mexicans are different as well as their shopping habits compared to Americans. Most people tend to buy the fresh produce local stores in the case of many Mexicans, the lack of a large refrigerator, and no car to buy in large quantities of items. Therefore, in order to be successful in Mexico, Wal-Mart - Wal-Mart manipulated their strategy to meet local consumers employ regional managers the real understood Mexican culture. Today, Wal-Mart is Mexico's largest retailer in the country and widely considered to be in the company's most successful foreign enterprise. Extended to the United Kingdom, ...