And then, most importantly with certain customers, we really look for markets where there is an emerging consumer. Elsewhere, as in China, it has grown organically, opening Walmarts in areas poorly served by large-scale, big-box stores.
In Brazil alone, Smith estimates that over the last seven years or so there have been million people entering the middle class. Whatever the approach, the typical new market is one in which Walmart is able to raise the level of retailing.
Around 40 million Brazilians are estimated to have entered the middle classes in the last seven years, creating a new market for Walmart International. Smith, for one, is reassured. Is it possible to take that further, into a global set-up?
So, for instance, are we going to want to grow organically and start by developing our own stores or grow through acquisition? Global vision, local flavour: They are largely concentrated in cities, filling urban centres ripe for large-scale supermarkets.
Germany was one such: So how does Walmart go about determining the next destination for an outpost? The company has had a Chinese presence for 16 years, and now employs overpeople. So, we start there, and then we develop a strategy on how we might want to enter.
How does Walmart, therefore, find the right balance for each market? And we arranged that with a third party, to go in and try to understand that shopper. Quite how this giant arrived at such a strong position across the globe is a story of unbridled pursuit of market opportunities and a continuing determination to capitalise on the growth of the consumer classes in emerging markets across the globe.
Understanding their habits and aspirations has now become a science, exercising some of the finest minds in consumer businesses: In the case of a developing market, it will usually be at the pre-supermarket stage of retail, where the majority of shopping is done at street markets or small local stores, with little formal brick-and-mortar retail.
Smith is excited about the new phase of growth. But how does the retail giant decide which markets to enter next — and is it guaranteed to succeed when it does? But while she reiterates the desire to maintain a locally led approach in all customer-facing aspects in its markets, Smith makes no secret of the desire to streamline back-office functions where possible.
A good portion of them are still in the lowest economic classes, and will continue to move into the consuming sector. So we have a philosophy that, over time, we would want to think about moving those into more of a common regional shared-service platform to take out some of the inefficiencies, but also just to free up the local management to do what they should be doing best, which is servicing our customers and not worrying about things like paying our bills.
How do they know which model will work? But there are some regional similarities that make sense. Despite years of investment and research-led changesthe experiment failed.
Talk of the growing middle classes in other emerging markets is put into context when Chinese demographics enter the conversation: Is that a cause for concern? Market research Clearly, understanding and assessing what markets are suitable for expansion forms a central part of company strategy.
In the UK, for instance, it acquired the third-largest supermarket chain, Asda, a move that cemented a significant market share on arrival.Free Essays, Why Has Wal-Mart Viewed International Expansion As A Critical Part Of Its Strategy?
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1. Why has Wal-Mart viewed international expansion as a critical part of its strategy? As any other firm that plans to explore foreign markets, Wal-Mart is subject to uncontrollable forces that are originated outside the company’s home country and which will have influence and how the company will perform.
Between the ’s and ’s Wal-Mart expose their desire to expand 96%(28). Wal Mart: Strategic Planning Why has Wal-Mart viewed international expansion as a critical part More about Wal Mart: Strategic Planning Essay.
Strategic HR Management Case Study: HR Planning and Strategic Change for Wal-Mart Words | 26 Pages; Marketing Strategy of Wal-Mart. With millions of people in the world’s emerging markets moving into the consumer class, there are rich pickings for Walmart International’s global expansion strategy.
But how does the retail giant decide which markets to enter next – and is it. Why has Walmart viewed international expansion as a critical part of its strategy?
What did Walmart do to enable the company to achieve success in Canada and Latin America?Download