A paper examining Wal-Mart's attempts at international expansion.
Written in 2008; 1,785 words; 7 sources; APA; $ 57.95
Paper Summary:
The author of this paper suggests that, while succeeding domestically, Wal-Mart has struggled internationally by approaching every market as it has the American market, rather than catering to each market and culture individually. The writer proposes that this has had a negative impact on Wal-Mart's revenues, assets and has left it weaker in other countries. After examining expansion attempts in a number of countries, the author reaches the conclusion that in order to reach its expansion goals the company must perform studies to learn the local customer's expectations, needs and wants and that marketing strategies should be customized in accordance with the results. This paper appends a brief SWOT analysis of Wal-Mart.
Outline:
Executive summary
Introduction
International expansion
Energy efficiency
Rising Internet sales
In conclusion
References
Appendix
From the Paper:
"Wal-Mart should constantly update its website to insure the best service to the consumer, but never in ways that would interrupt a shopping experience. Wal-mart should create a unique marketing campaign aimed at increasing online sales. This could be done by creating a unique online slogan, providing online coupons or even free shipping. An innovative shopping experience would be a way to attract new online consumers and excite existing ones. An example would be a virtual store experience executed by replicating a store virtually. A guest would see every product as he/she would in a store including the shelves, aisles and virtual cashiers. Yet for consumers less eager to experience an ultimate virtual experience the traditional online experience should be given as an alternative."
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