Walmart chiến lược marketing

Carla Cordero - Carles De Oleza - Alex Doldán - Patricia Igual - Luis Pérez How to transfer core competencies to other countries? Outline • History Overview - Vision, Mission and Goals • Interna & External Analysis -Value Chain -SWOT & Pestel Analysis -5 Forces Model -Main Competitors •Internationalization -Driving Forces -Entry decisions -Examples of success and failure •Suggestions History Overview • 1962: Walten Brothers opened fist Walmart in Arkansas • 1970: Walmart became public • 1990: 1st National retailer • 1991: International Expansion • 1993: Creation of “Great Value” • 2003: Largest corporation in the world • 2012: 50th Anniversary Mission Statement, Vision, Goals, & Purpose Mission Statement: To help people save money so they can live better Goal: Becoming in an international brand Vision: “If we work together, we’ll lower the cost of living for everyone…we’ll give the world an opportunity to see what it’s like to save and have a better life Advertising slogans: Save Money Live better Customer Target • “Wal-Mart's targeted demographic: – Modest incomes – Shoppers interested in prices • But the customer base is changing Internal & External Analysis Firms’ Value Chain General administration Human resource management Technology development Procurement Inbound logistics Operations Outbound logistics Marketing and sales Service Support Activities Firms infrasctructure: close connection between headquarter and local stores Human resources: - Based on Interaction practices between company and employees -Low pay but other benefits (health care plans, retirement plans, or promotion opportunities) -2.2 million associates globally -Every time we open a supercenter, we provide roughly 300 jobs -Women57% of our U.S workforce, 27% of corporate officers, and 20% of our Board of directors Techonology development: It is the key factor of the company It constitutes a competitive advantage against competitors - Computer-based technology POS (Point of sales) system Satellite System Procurement: -Wal-Mart deals directly with manufacturers, by passing all intermediaries - EDI : Electronic data interchange MANUFACTURER – WALMART - CUSTOMERS Primary Activities Inbound Logistics Operations Outbound Logistics Marketing and sales Service -VMI system business segments: -Hub and spoke distribution system - Word of mouth communication -accepting returned goods - CROSS DOCKING: logistic technique to make the distribution process more efficient -focuses on everyday low prices -Satisfaction guarantee “Save money, live better” - Opening hours(24/7) (Vendor managed replenishment a)WalMart stores Super centers Discount centers Neighborhood markets -EDI (Electronic b) SAM’S Club Data Interchange c)WalMart international inventory) continuous -Sales are on a selfservice, cash-and-carry basis What markets to enter? Europe: •Mature Markets •High Rivalry •Lack of strong costumer relationship What markets to enter? Asia: •Most distant geographically •Most different culturally and logistically •Required high financial and managerial resources What markets to enter? Latin America: • Closest markets • Large population •Emerging Markets Walmart International What Strategy to follow Global Trans National Inter national Multi domestic Low High Local Responsiveness Mode of entry of International Expansion Mode of entry of International Expansion Year Country Mode of Entry 1991 Mexico 50% Joint Venture Cifra 1994 Brazil 60% Joint Venture Lojas Americana 1994 Canada Acquisition Woolco (weak player) 1995 Argentina Wholly owned Susbidiary 1996 China New opening, JV, Acquisition 1998 South Korea Adquisition 1999 U.K Acquisition of ASDA 2002 Japan Acquisition Seiyu 2002 Germany Acquisition of Wertkauf and Spar 2007 India Joint Venture 2011 Southern African Countries Acquisition of Massmart Holding Limited Examples of International Success • Mexico: – Largest Walmart’s foreign presence (68%) – 38% Retail Market Share in Mexico • Canada – One of the most successful international expansion – Acquired Woolco Stores and changed structure • Both countries are close and were exposed to Walmart Examples of International Success • China: – Most populous country – Lower income in middle-class families – Adaptation to market – 85% of products from local suppliers Examples of International Failure • Germany – Walmart was not able to benefit from economies of scale – Unable to become cost leader – Mode of entry: • Wertkauf (right move) • Spar (wrong move) – Culture differences – Low profitability market – Lost $1 Billion Examples of International Failure • India – Political and legal barriers: • Foreign companies are not allowed to set up big stores unless they sell only one brand • South Korea – Very demanding customers – Did not customized to market – Big companies also fail in South Korea Key Success Factors • A supply chain with integrated technology • An ability to generate large sales volume (economies of scale) • Every Day Low Prices • Superior logistics systems • Decentralized operations • A strong and unique culture (in U.S.) Suggestions “Think local, act global” • Locally leveraged: – Shared knowledge between units • Worldwide learning: – Advantages of interconnected economies • Adaptation: – To locally customize processes and services Questions & Answers ... 1) Walmart Stores • Walmart Discount Stores 629 in the US • Walmart Supercenter: Walmart Discount Stores + Full Service Supermarket 3,029 in the US • Walmart Market: Previously branded as Walmart. .. intermediaries - EDI : Electronic data interchange MANUFACTURER – WALMART - CUSTOMERS Primary Activities Inbound Logistics Operations Outbound Logistics Marketing and sales Service -VMI system business segments:... hours(24/7) (Vendor managed replenishment a )WalMart stores Super centers Discount centers Neighborhood markets -EDI (Electronic b) SAM’S Club Data Interchange c )WalMart international inventory) continuous