Paper Summary:

The paper explores Wal-Mart's successes, success factors, challenges, the causes of these challenges, the failures and how the company can ward off increasing competition in the retail industry. Using micro environmental, SWOT and Porter 5 Forces analyses, the author focuses on the international marketing environment, Wal-Mart's market entry strategies, marketing mix model, its human resource management and its achievements in various countries. The paper evaluates if it was viable for the company to undertake an international expansion strategy, whether the company should continue expanding or only focus on its existing international markets and makes recommendations for future strategies. Several figures are included in the paper.

Table of Contents:
Table of Contents
Executive Summary
Introduction
Statement of the Problem and Plan of Analysis
Analysis and Findings
Macro Environmental Anaysis
Porter 5 Forces Analysis
SWOT Analysis
International Market Entry Strategies
Wal-Mart Use of Market Mix Factors
Factors Influencing Consumer Buyer Behavior
Managing Human Capital
International Business
Country Analysis
Proposed Solution to the Problem: A Letter to Wal-Mart Directors

From the Paper:

"There are several factors that influence consumer behaviour. The first is their attitude. Customers have attitudes towards different variables. To start with, they may have an attitude towards a product, the company producing the product, attributes of the product or the stores retailing a certain product. They also have attitudes towards brand associations, product endorsers, the design of the product logo and the symbols used to market the product. For example, there are people who have an attitude towards the Energizer bunny, the Nike swoosh and endorsements made by Michael Jordan. Other customers have attitudes towards the adverts and the marketing campaigns themselves. That is why companies like Doritos have invested immensely towards catchy advertising that influence the formation of attitudes by consumers . The second factor is satisfaction. There is a direct relationship between satisfaction and consumer behaviour. Satisfied customers will become loyal to a product and buy it repeatedly. Those that are not satisfied look for alternatives. In 1984, the American Customer Satisfaction Index was created. This model had three antecedents. These are perceived quality, perceived value and the expectations of the consumers. A product may have quality but does not meet the expectations of the customer. This means that it is hard for the customers to be loyal to such a product. On the other hand a product may meet the expectations of the customer. However, if it lacks quality it is unable to attract the loyalty of customers."

Sample of Sources Used:

• Alon, I. (2001). International Franchising in Emerging Markets: China, India and Other Asian Countries. Chicago. CCH Inc. Publishing
• Alon, I. (2000) Evaluating foreign-market environments for international franchising expansion. Oxford. OUP
• Anttonen, N.( 2000). Business Environments and Franchising in Russia. London.Academy of Marketing .
• Arnold, D. (1998). New Strategies in Emerging Markets, Rutledge, New York
• Arthur, A. (1998) Worldwide Franchising Statistics: A Study of Worldwide Franchise Associations. Chicago: Arthur Anderson LLP

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