Wal-Mart's German Misadventure - case study

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GLOBAL MARKETING WAL-MART’S GERMAN MISSADVENTURE By Nawfel Bennis & Walid Ladjimi Table of content Table of content 3 INTRODUCTION 3 Overview and Background of the case company- 5 Recent News of Wal-Mart 13 Major Issues Wal-Mart faced in Germany 16 Case Questions 22 1.Reason for Wal-Mart gets global 23 2.Wal-Mart decision to enter in German market first instead of UK to expand in European Continent 25 3.Reason for the German failure and chances for better performance 26 Conclusion and Recommendations 31 References 34 INTRODUCTION The process of making international integration is called globalization.


Indeed, proper global marketing if implemented correctly has the ability to guide a company to the next level. Different strategies are employed based on each specific region where the company is operating (Ocampo, 1). For example, McDonald's varies its operation and attitude towards business based on their restaurants’ location. The company identifies the popular items within a given country and then focuses on marketing the same. Global marketing is particularly important for business organizations that provide products as well as services possessing a universal demand. McDonald’s success story can be well illustrated through the presentation of some simple statistical evidences: in fact, “McDonald’s is now the “leading global food service retailer” with 33,000 local restaurants and serving almost 68 million people in119 countries each day (Introduction to McDonald’s)”. ...
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