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Wal-Mart's German Misadventure - case study - Term Paper Example

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Wal-Mart's German Misadventure - case study

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)”. ...
The following report illustrates the case of Wal-Mart, the world’s biggest retail chain that struggled to concrete its feet in Germany, incurring huge loss and experiencing successive obliteration from the German market. Overview and Background of the case company- Wal-Mart Stores, INC is an American public stock company, which is into a business that runs a chain of warehouse stores and discount departments worldwide. Sam Walton founded it in 1962 and since then, the company hasn’t stopped growing, increasing its stores number from 24 in 1967 to 276 in 1980. Nowadays, the company operates in 4400 stores in the US only and has expanded its activities internationally. The company integrated the NYSE (New York Stock Exchange) in 1972. Moreover, Wal-Mart has all over 8500 stores in the entire world under 55 different names such as in Mexico where it operates as Walmax, in Britain it operates as Asda likewise Seiyu in Japan and as Best price in India. It has been successful in implementing their concept globally, ranking among the top retailers in the various countries they operate in. In act, after it has started its globalization plans in the 90s, Wal-Mart became by 2003 the largest retailer in Mexico, Canada, Argentina and Puerto Rico. The organization was started as a single store, which soon became the largest retail shop of the world. Thanks to its prolific success, the organization is called the “TREND SETTER” in retail chain shops by some researchers. Furthermore, Wal-Mart operates each store from the product, which they have in stocks. Wal-Mart has a philosophy of providing lowest price everyday or EDLP and superior customer support. This company uses its unique cross-docking inventory system, which reduces the ...Show more


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…
Author : wymanalden
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