沃爾瑪跨國研究

1、Wal-Marts global expansionB16500152 MollyB16500152 Molly2016.12.6 2016.12.6 孟麗君孟麗君content Why choose this topicWhat is my thesisWhat is my 3Why choose this topicWal-Mart s international investment strategyWal-Marts InnovationWal-Mart s international investment pathWal-Mart s products and servicesWal

2、-Mart is the worlds largest retailer and its successful experience is well worth the Chinese retail enterprises learning and drawing upon. What is my thesis About Wal-Mart Global expansion path and strategyProducts and Services, I5About Wal-Mart StoresFounder: Mr. Sam Walton in Arkansas in 1962Found

3、ation Date: in 1962Ranked on the Fortune 500 list: Top oneEmployee: more than 2.2 million associates worldwide2016 Revenue: Approximately $482.1billionCustomers: 250 million/per weekStores: nearly 11,500 stores under more than 70 banners in 28 6Wal-Marts global expansion path113344221、North America2

4、、South America3、Asia4、E7Wal-Marts Products and ServicesWal-Mart shoppers are driven by value. They continue to expand everyday low prices to more markets globally.Technology-driven savers are a fast growing segment of their customer base. Globally, they are investing to improve mobile capabilities a

5、nd to test alternative access points. Customers want more choice, more items than they ever did before. W increased assortment by 60% in 2015, and they will surpass 10 million items this year. Customers want to save time and money, and have an enjoyable shopping experience. They are investing to inc

6、rease associate wages and training to improve the service in their stores and 8Wal-Marts international strategy of target marketStandardized marketing strategyConcentrated marketing strategyDifferentiated marketing strategy1)Low-cost2)Establishing an uniform imageThe limited resources of enterprises

7、Increased cost and difficulty of managementminority large corporationsThe medium-small size enterprises with limited resourceslarge powerful companyCoca-Cola Companymany medium and small sized enterprisesCalvin Klein ElizabethTaylors Passion strategy comparing features suitable objects 9 InnovationO

8、ff-lineOn-linebetweenThrough the laboratory “Wal-Mart Lab”, Wal-Mart make it easier for consumers in shopping.Wal-Marts e-commerce : a global technology platform, a next generation fulfillment network, talent and the integration of digital and physical retail. Through the mobile phones App , Wal-Mart was using the data as a guide to solve problem of 10SuggestionKeep up with the trend of the mobile shopping and establish mobile shopping platforms.Return to the nature of retailing a