Does Wal-Mart Standardize or Adapt Its Marketing Strategy Around the Global

Topics: Wal-Mart, Department store, Marketing Pages: 2 (347 words) Published: July 21, 2008
Through the long-run business experience, Wal-Mart has standardize its core marketing strategy when her expand business in abroad but Wal-Mart also act local to understand the significance of culture and global sourcing impact on her oversea business.

When Wal-Mart has decided to sell in abroad, the corporate has decided to made acquisitions or join-venture for market-entry strategies. Also, Wal-Mart prefers to choose agriculture or under developing country, such as Mexico, Latin market (Puerto Rican), Brazil, China and so on.

Wal-Mart has straight extension a chain of department store in offering assortment of discount general merchandise. Those chains of department stores are located at suburban or out-of-town locations that are easily accessible by automobile. Such as Woolco stores (discount retail dept. store) in Canadian, Supercenters in Mexico or Brazil, Supermercado in Latin Market, Hypermarket chain in Germany and so on. But Wal-Mart also developed difference kind of stores for adopting the certain market. Such as Sam’s clubs in Mexican, Value clubs in Hong Kong, small format stores in Brazil or neighborhood market in China.

Wal-Mart has standardized the mode of global sourcing, limited the suppliers and distribution tab for innovative management practices. Under the global sourcing philosophy of Wal-Mart, each manager in Wal-Mart has take reasonability to act local for improving quality, look for opportunities to improve supply and lower cost.

Wal-Mart’s global sourcing is focus on categories of goods or item from single location to worldwide or regional basis. It really success for initiative support its marketing strategy. Like the case of copy paper or Qxyclean, global sourcing managers investigated the best – value for customer from local source and then offer to stores every country where Wal-Mart operates. Also, limited the number of suppliers can lower the operation cost on sourcing, increasing the purchasing power and centralize the...
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