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Walmart German Misadventure

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Walmart German Misadventure
Wal-mart’s
German Misadventure
Case study – Summer Course
Dario Cardoso Machado Neto
M00468761
Middlesex University of London
Source: International Marketing (Ghauri, third edition, 2010, p.573-579)
Wal-mart’s
German Misadventure
Case study – Summer Course
Dario Cardoso Machado Neto
M00468761
Middlesex University of London
Source: International Marketing (Ghauri, third edition, 2010, p.573-579)

Wal-mart history

The WALMART is the largest company in the world, taking into account revenue, and one of the largest private employers. As an emporium backwoods became the largest and most influential company in the world? The answer is Sam Walton.
Shopping and - why not? - Lunch or a coffee, revealing photos, go the pharmacy and supply the car. Solve everything in one place is easy for those attending WALMART. A brand that should be admired worldwide. But it is not.
Your cannibalism, market leading companies traditional bankruptcy due to their fierce and relentless competition, made the WALMART was hated in many cities of the world.
However, WALMART is any angle you look at it, a phenomenon of overwhelming dimensions. It is more than a business venture. It's almost a religion whose principle is profit, much and always. A corporation that bring awe, astonishment and fear. It’s the price of success.

Source: Walmart 2013 annual report. Available in: http://stock.walmart.com/annual-reports. Downloaded in 11/07/2013

Walmart in Germany

Walmart started its operations in Germany in 1997, with the acquisition of 21 stores of Wertkauf (German hypermarket chain). In 1998, acquired 74 stores of Interspar, expanding the volume to 95 establishments.
For a number of reasons that we will explain during this seminar, the German adventure of Walmart was not successful. In 2006, the group decided to finish its activities in the country, with the sale of 85 stores to Metro group (one of its biggest competitors in the country). There is an estimated
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