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Hi, I need help with essay on Case 4 Wal-Mart stores-. Paper must be at least 500 words. Please, no plagiarized work!Even though, Wal-Mart has been successful in most of the countries, it has not been
Hi, I need help with essay on Case 4 Wal-Mart stores-. Paper must be at least 500 words. Please, no plagiarized work!
Even though, Wal-Mart has been successful in most of the countries, it has not been able to project 100 percent success in every country. In the case of Germany, Wal-Mart has gone through a bad period as they are restricted by the government to lower the prices of the goods at a certain level. The marketing strategy of Wal-Mart has always been the lowest possible prices and when they are not able to offer this advantage, they lose their USP over the market. Wal-Mart is thus finding it challenging to maintain its unique selling proposition while expanding into international markets.
Another country where the store is facing considerable challenges is China. In China people are brand loyal and demand class from their favorite stores. Wal-Mart fails to deliver style to the customers since it is primarily a discount store and generates profits by decreasing over head costs. In countries such as China where the customers are quality conscious rather than price conscious, Wal-Mart cannot present itself as the cheapest store (Masters, 2004).
From the above scenarios, we can understand that Wal-Mart faces the biggest international challenge in having to translate its USP to other countries. Not all markets are similar to those of US and the eastern market and customer psyche differs greatly from that of US. Thus in order to be success in different parts of the world, Wal-Mart has to develop a culture and strategy suitable to the people of the country. It cannot hope to keep a universal culture and to transcend international boundaries, it needs to first study the culture of the country and then develop presence in the area. Employees should be locals so that the customers develop affinity with the store and also because local employees better understand the culture of their country.
Wal-Mart, at this time, is not on the top list for treating its employees fairly. Even though Wal-Mart is counted among the top companies in the Fortune 500
