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Wal-Mart International Strategy

Please explain the strategic plan for Wal-Mart with regard to doing business in or with international countries.

For example: If Wal-Mart sells its products to Canada and to South America do they modify their products for these markets or do they use a marketing strategy tailored to each country or a global advertising campaign. Where possible, describe the most recent international strategy they have used or are considering.

Questions to be answered:

What is Wal-Mart's major international strategy and why that strategy?

Do strategic choices differ depending on country? Why?

Illustrate the types of international strategy with examples from various countries your firm operates in.

List supporting references and cite sources.

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Wal-Mart

Wal-Marts international strategy has changed through experience. CEO Mark Duke changed
Wal-Mart's international strategy from entering other countries and establishing a business model replicating that utilized in the US market. Duke looked at the failures Wal-Mart experienced in the Japan, Korean and German markets in which culturally specific family roles, consumer perceptions of value and culturally dependent travel and shopping patterns.

Wal-Mart's entrance into the British market was an acquisition of Asda, an established UK supermarket chain. This allowed for an international strategy in which the local customers to the 368 Asda stores, do not identify the Wal-Mart ownership in the store, but rather see Wal-mart brands. This new stealth in market entrance through the purchasing of already established retail chains, has proven to be successful in Japan where Wal-Mart purchased the Seiyu chain.

Wal-Mart has seen improved success in international markets and is spending more on expansion. They spent 4.1 billion in 2009 for international expansion and estimates show a conservative increase to 4. ...

Solution Summary

Wal-Marts international strategy has changed through experience. CEO Mark Duke changed
Wal-Mart's international strategy from entering other countries and establishing a business model replicating that utilized in the US market. Duke looked at the failures Wal-Mart experienced in the Japan, Korean and German markets in which culturally specific family roles, consumer perceptions of value and culturally dependent travel and shopping patterns.

Wal-Mart's entrance into the British market was an acquisition of Asda, an established UK supermarket chain. This allowed for an international strategy in which ...

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