World’s Largest Retailer in the World’s Most Populous Country: Wal-Mart in China
The case is structured to achieve the following teaching objectives:
- To recognize the challenges faced by Wal-Mart in China, an international market for the retailer. Discuss various factors which led to tarnishing Wal-Mart’s reputation in China.
- To analyze the role of consumers’ preferences and choices in deciding any retailer’s strategy when it operates in the foreign market.
- To understand the two different approaches of standardization and adaptation, and the related marketing mix. Since China was altogether a different market from other global markets, which approach should the retailers follow while operating in China.
- To understand the concept of agile company and discuss whether Wal-Mart was agile enough to compete in China.
- To understand how a generic strategy of cost leadership failed in the case of Wal-Mart China.
- To derive some management lessons for managers of international players operating in China from the case of Wal-Mart’s struggle and strategic adjustment.
|LUCRATIVE MARKET OF CHINA|
|WAL-MART IN CHINA|
|WAL-MART’S STRUGGLE IN CHINA|
|WAL-MART’S STRATEGY ADJUSTMENT|
|CHINA - A TOUGH MARKET FOR FOREIGN PLAYERS?|
Wal Mart; China, Retail, Globalization, International markets, expansion, EDLP