Marketing Plan of Wallmart entering Germany (Product being the store) - Term Paper Example

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Marketing Plan of Wallmart entering Germany (Product being the store)

In the previous fiscal 2010, with sales of $405billion, the company employed 2.1 million associates worldwide. The Fortune Magazine 2010 has ranked Wal-Mart among the top 10 retailers in the world. Wal-Mart goal is to save the money of its customers and help them live better (Wal-Mart, n.d). Wal-mart has its retail stores across the country, thus this paper deals with the expansion strategy of Wal-Mart in Germany. The retail market in Germany has reported to fall unexpectedly by 2.33% in September 2010; but the German retail market has experienced a recovery from the crises in 2010 and generating revenue of 400billion EUR (PRLog, 2011). Thus Wal-Mart can take this opportunity as its competitive advantage lies in low cost pricing and thus expand itself in Germany. ...Show more


Marketing Plan of Wal-Mart entering Germany Contents Marketing Plan of Wal-Mart entering Germany 1 Contents 2 Introduction 5 Internationalization 5 Market screening and selection process 7 Target market (Germany) 7 Porters Five Force Model 8 Supplier Power 8 Buyer Power 9 Threat of substitute 9 Threat of new entrant 9 Rivalry 9 SWOT Analysis 10 Strength 10 Weakness 10 Opportunity 10 Threat 11 Target market 11 Consumer analysis 11 Cultural analysis 12 Segmentation targeting and positioning (demo and geographic) 12 Entry mode strategies 13 Target market strategies 14 Marketing mix 15 Product 15 Price 16 Place 16 Promotions 16 People 17 Process 17 Physical Evidence 18 Measures for monitoring pro…
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