To download this short case study (No. SCBSTR082) click on the link below, and select from the list:
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
» 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
Retailing giant, Wal-Mart, Germany, global, 1990, European, Germany, retailing, regulatory environment, rational environment, regulatory problems, cultural problems
Questions for Discussion: