Wal Mart Problems When Going Globa
VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY
INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS ADMINISTRATION
WAL – MART MARKETING PROBLEMS
WHEN GOING GLOBAL
By
GROUP 5:
NGUYEN THI HUONG GIANG
NGUYEN THI TRUC LINH
TRAN THI THU HANG
NGUYEN PHU NGHI
LE DUC PHUC
A project submitted to Dr. Vu The Dung in partial fulfillment of the requirements for the International Marketing course
Ho Chi Minh City, Vietnam
2011
Contents I. General information 3 1. Company Background 3 2. Organizational Culture 3 3. Competitive Situation 3 4. The overseas expansion & existing marketing strategy 3 4.1. The overseas expansion 3 4.2. The existing marketing strategy 3 II. MARKETING PROBLEM WHEN GOING GLOBAL 3 1. General problem 3 2. Critical problems 3 2.1. Unique culture and concept 3 2.2. Human resources management 3 2.3. Political/ Legal forces 3 2.3.1. In China 3 2.3.2. In German: 3 2.4. Domestic competitor 3 III. RECOMMENDATION 3 IV. LESSON 3 V. REFERENCE 3
ABSTRACT
Clearly dominating the US retail market, Wal-Mart- the world biggest retailer decided to expand into the global market in early 1990s, starting with nine countries in Asia, Europe and South America. It is now spreading its power throughout the world with its attempt to penetrate hypermarket culture in all local market it entered. However, many severe problems, especially culture adaptation, human resources and local competitor problems are come into play because Wal-Mart applied the same Wal-Mart’s US success formula in doing business in global market. The matter of standardization – to keep what so – called Wal-Mart discriminator and local market adaptation becomes essential lesson for any company doing marketing around the world. I.
General information 1. Company Background
The American retail legend - Sam Walton, who is one of the top of the “billionaires club” in the States, founded Wal-Mart store, Inc. in Arkansas in
INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS ADMINISTRATION
WAL – MART MARKETING PROBLEMS
WHEN GOING GLOBAL
By
GROUP 5:
NGUYEN THI HUONG GIANG
NGUYEN THI TRUC LINH
TRAN THI THU HANG
NGUYEN PHU NGHI
LE DUC PHUC
A project submitted to Dr. Vu The Dung in partial fulfillment of the requirements for the International Marketing course
Ho Chi Minh City, Vietnam
2011
Contents I. General information 3 1. Company Background 3 2. Organizational Culture 3 3. Competitive Situation 3 4. The overseas expansion & existing marketing strategy 3 4.1. The overseas expansion 3 4.2. The existing marketing strategy 3 II. MARKETING PROBLEM WHEN GOING GLOBAL 3 1. General problem 3 2. Critical problems 3 2.1. Unique culture and concept 3 2.2. Human resources management 3 2.3. Political/ Legal forces 3 2.3.1. In China 3 2.3.2. In German: 3 2.4. Domestic competitor 3 III. RECOMMENDATION 3 IV. LESSON 3 V. REFERENCE 3
ABSTRACT
Clearly dominating the US retail market, Wal-Mart- the world biggest retailer decided to expand into the global market in early 1990s, starting with nine countries in Asia, Europe and South America. It is now spreading its power throughout the world with its attempt to penetrate hypermarket culture in all local market it entered. However, many severe problems, especially culture adaptation, human resources and local competitor problems are come into play because Wal-Mart applied the same Wal-Mart’s US success formula in doing business in global market. The matter of standardization – to keep what so – called Wal-Mart discriminator and local market adaptation becomes essential lesson for any company doing marketing around the world. I.
General information 1. Company Background
The American retail legend - Sam Walton, who is one of the top of the “billionaires club” in the States, founded Wal-Mart store, Inc. in Arkansas in