Wal-Mart's German Misadventure
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To download Wal-Mart's German Misadventure case study
(Case Code: BSTR082) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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BSTR082 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges
ThemesInternational Marketing |
| Case Length |
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13 Pages |
| Period |
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1990 - 2003 |
| Organization |
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Wal-Mart |
| Pub Date |
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2004 |
| Teaching Note |
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Available |
| Countries
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Germany |
| Industry |
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Retailing |
Abstract:
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The case focuses on the retailing giant Wal-Mart and its experience in Germany. The case explains in detail the reasons for Wal-Mart's decision to go global in the early 1990s, and its decision to enter the European market through Germany - the most difficult market in Europe.
The case discusses the problems faced by the company in Germany due to its lack of understanding of the German retailing and regulatory environment.
The case discusses in detail the various problems faced by Wal-Mart in Germany - entry strategy problems, problems in the operational environment, regulatory problems and cultural problems.
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Issues:
» Understand the nature and structure of German retailing industry including its size, scope, spread and unique characteristics
» Highlight the implications of entry through acquisition in an overseas market
Contents:
Keywords:
Retailing giant, Wal-Mart, Germany, global, 1990, European, Germany, retailing, regulatory environment, rational environment, regulatory problems, cultural problems
Wal-Mart's German Misadventure
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