国际商务 案例沃尔玛全球扩张战略 讲稿

Group 2Hello everyone ,we are Group 2 .Our group choose these three questions. The first one, the second one and the forth one. Now Certainly these three question is closely connected. Before we begin to really to the point .Let‟s take a moment to see the brief introduction about Wal-Mart .Q1:Wal-Mart is the world …s largest retail chain enterprise and the biggest merchandiser of the world is also the world most enterprise employees now .It was founded by Sam Walton in Arkansas 1962.Before 1991,Wal-Mart only managed in America, but in 1990 things changed ,as the case mentioned Wal-Mart realized that the chance of growing up in America The market was becoming more and more limited . So in early 21st century ,the company decided to begin its global expansion, In 1991,it opened its first sub branch in Mexico, this sub branch was founded by joint ventures .But because of backward infrastructure ,the heavy traffic and the local supplier, Wal-Mart has a series of problems. Until in 1990s,Wal-Mart learn a lesson from the errors. Wal-Mart realized that it must go along the global expansion. Then It‟s the real moment to begin to expand to other countries .So our first question is What did Wal-Mart benefit from its global expansion ? we think there are three key points:First, the global expansion made Wal-Mart gain more market share. It can take advantages of the world huge market .Then it is able to provide goods and services globally. Wal-Mart opened so many sub branches in the world. In a lot of cities, we can easily see Wal-Mart marketplaces. The customers always go to the Wal-Mart to buy food and goods and so on. In the world's retailing market, Wal-Mart holds a large market share. Now I think the brand “Wal-Mart” is well-known every where, Especially it‟s EDLP(Everyday Low Price) slogan.Second, Wal-Mart developed one of the most efficient distribution system in the world. As we can see in case the form joint venture in Mexico is very great .It brings a lot benefits from location suppliers most importantly it help develop the most efficient distribution in Mexico because as Wal-Mart‟s presence grew, many of the suppliers built factories near its Mexican distribution centers so that that they could better serve the company which help to further lower the cost . Besides Wal-Mart could buy the biggest productivity due to the world distribution system .So Wal-Mart can give customers very low price every day.Third, the global expansion enhance the Wal-Mart's international competitive force. which is very significant to its later development The Mexican experience proved to Wal-Mart that it could compete outside the United States. Now Wal-Mart has 330 billion dollar's saleroom,18 million's employees and 7 thousand multiple shops. Wal-Mart made the efficient marketing, purchasing power and interpersonal relationship together. It built itself' competitive strengthWal-Mart always made the customers first ,so the customers liked Wal-Mart, It has strong competitive force. That is all for the first questionQ2:When Wal-Mart enter into other retail markets also meet some risks . Our second question is what risks Wal-Mart are facing and how to reduce them.We hadknow that in the textbook when a new company enter a new market place it will face some pressures. the most big pressure are cost pressures and pressures from local responsiveness .Wal-Mart is not the exception..We think there are three main risks for Wal-Mart when expanding globallyFirst,Pressures from the local responsiveness.In the case when Wal-Mart is entering the Mexico. In Mexico, poor infrastructure, crowded roads, and a lack of leverage with local suppliers, many of which could not or would not deliver directly to Wal-Mart‟s stores or distribution centers. From the case we can easily know that there are also pressures from the local government local enterprises . because Wal-Mart‟s expansion in Mexico influence the local enterprises‟ profits At the same time the government certainly would give some pressure to the foreign enterprise That what‟s why Wal-Mart enter with the form of joint venture .Different people have different preference and taste .What do well in America don‟t suit in Mexico .There were also the problems with merchandise selection. Initially, many of the stores in Mexico carried items that were popular in the United States. But these items did not sell well in Mexico.Second ,Risks from the Cost pressures .poor infrastructure and pressure from local responsiveness we have mentioned above also resulted in stocking problems and raised costs and prices. Initially, prices at Wal-Mart in Mexico were some 20 percent more than U.S. stores, which limited Wal-Mart‟s ability to gain market share. It is very difficult for low price everyday now .Third ,Industry competition :Risk from other global retailers .when Wal-Mart is expanding global it certainly face pressures from other global retailers . Wal-Mart realized that if it didn‟t expand internationally, other global retailers would beat it to the punch. In fact, Wal-Mart faces significant global competition from Carrefour of France, the world‟s second largest retailer, Ahold of Holland, and Tesco from the United Kingdom .By the mid-1990s, however, Wal-Mart had learned from its early mistakes and adapted its Mexican operations to match the local environment. Many of Wal-Mart‟s suppliers built factories near its Mexican distribution centers so that they could better serve the company, which helped to further drive down inventory and logistics costs. Today Mexico is a jewel in Wal-Mart's international operations. The Mexican experience proved to Wal-Mart that it could compete outside the United States .Wal-Mart also take many measures to deal with the risks in different markets. In Canada, Britain, Germany, Japan, and South Korea, Wal-Mart entered by acquiring existing retailers and then transferring its information systems, logistics, and management expertise. In Brazil, Argentina, and China, Wal-Mart established its own stores.Q3:Our group think that the Wal-Mart take the transnational strategy. Here are our reasons: That the company faces the high cost pressures and high pressures from the local responsiveness. So it is quite obvious that it is the transnational strategy. We all know that the transnational strategy are trying to achieve low cost though the location economies, economies of scale and learning effects .Besides differentiate their product offering .Now we see how the Wal-Mart benefited the strategy .Though the strategy the Wal-Mart has a global market ,it can satisfy theworld consumer‟s ne eds thus it can get deeper discount from the global supplier and realize the location economy and economy of scale . That is how the Wal-Mart lowers the cost and take the ELPS strategy. Besides the Wal-Mart enhanced the competitions skill and ability and build the world most efficient distribution systems in the world .we know that the Wal-Mart has more than 6600 factories and 421.8bilion dollars in 2010 thus ranked first in the Fortune for eight years in the world 500 companies . We know that in 1987 the Wal-Mart launched a satellite though the Hughes and build the Commercial satellite network system just for the purpose of controlling its global operations ,tracking individual stores sales ,inventory ,pricing ,and profit data on a daily basis .For example ,the head office can easily know how many inventory are left in the Chengdu Wal-Mart and how many they sold the kind of products .what they need to do is check the data in the computer .It is so easy and efficient. It is also used in the logistics and therefore Wal-Mart get more profit from the systems .Maybe that where the Wal-Mart‟s success lies .There won‟t have a second Wal-Mart ever and never.Group numbers:但春江邓小烽胡玉蝶许欢欢杨阳。