HRM 12th Edition Chapter 9
Case Study:
Strangers in Strange Lands
Submitted by:
Hamza Amanullah
Hamza Shafique
Meesaq Qayyum
Sami Rasheed
Zaish Mahmood
Submitted to:
Ms. Faryal Khan
BBA IV-Section J
February 10th, 2013
Lahore School of Economics
Summary
The case lists out the dilemma that Western Retail outlets (such as Wal-Mart, Carrefour and others) face as they enter Asian markets. The case builds on the notion that these retail outlets are not able to build on the premise of cultural differences and hence they cannot adapt themselves to the demographics of the local markets. The paper puts forth the framework which emphasizes of the importance of adapting to the needs of Asian consumers on part of these large retailers. The paper is a culmination of work done on large retailers over a span of six years. The researcher has deviated from the traditional methods of data collection and has travelled wide and far for data collection, this has allowed the paper to develop a wider frame of reference and have a cross-sectional analysis across countries.
The approach to the paper is ethnographic and real-life scenarios have been discussed to elicit the happenings in daily life. From the researcher’s point of view, the customer’s obvious needs are kept in accordance with their unspoken needs and wants. The method used results in a more in depth understanding of culture and the resulting buying processes which are otherwise not comprehensible.
The paper elicits the hypermarket structure being followed in Asia and sets out by explaining the structures of stores such as RT-Mart, Tesco and Carrefour which have employed different strategies to cannibalize each other’s market share. These international retail store giants not only face competition from each other but also face stiff competition from local stores, otherwise known as “wet stores”. The strategies that the stores under discussion employ are yielding fixed results and in the consumer’s mind, the most
Strangers in Strange Lands
Submitted by:
Hamza Amanullah
Hamza Shafique
Meesaq Qayyum
Sami Rasheed
Zaish Mahmood
Submitted to:
Ms. Faryal Khan
BBA IV-Section J
February 10th, 2013
Lahore School of Economics
Summary
The case lists out the dilemma that Western Retail outlets (such as Wal-Mart, Carrefour and others) face as they enter Asian markets. The case builds on the notion that these retail outlets are not able to build on the premise of cultural differences and hence they cannot adapt themselves to the demographics of the local markets. The paper puts forth the framework which emphasizes of the importance of adapting to the needs of Asian consumers on part of these large retailers. The paper is a culmination of work done on large retailers over a span of six years. The researcher has deviated from the traditional methods of data collection and has travelled wide and far for data collection, this has allowed the paper to develop a wider frame of reference and have a cross-sectional analysis across countries.
The approach to the paper is ethnographic and real-life scenarios have been discussed to elicit the happenings in daily life. From the researcher’s point of view, the customer’s obvious needs are kept in accordance with their unspoken needs and wants. The method used results in a more in depth understanding of culture and the resulting buying processes which are otherwise not comprehensible.
The paper elicits the hypermarket structure being followed in Asia and sets out by explaining the structures of stores such as RT-Mart, Tesco and Carrefour which have employed different strategies to cannibalize each other’s market share. These international retail store giants not only face competition from each other but also face stiff competition from local stores, otherwise known as “wet stores”. The strategies that the stores under discussion employ are yielding fixed results and in the consumer’s mind, the most