Strategic Adaptations by Foreign Retailers in Chinese Market: The Case of Walmart China
Date Issued
2012
Date
2012
Author(s)
Paciura, Wiktor
Abstract
The name Walmart has become iconic decades ago in United States. Walmart is world’s biggest retailer and private employer that in the course of its 50 year life has been pushing the pace of innovation in American retail industry. At the base of Walmart’s success there are ideas of restless growth and constant experiments that Sam Walton, company’s founder, has always stood by.
In America, Walmart won almost everything that was there to win: the 200 mil-lion customers that visit Walmart each week is a viable proof of that. Still Walmart, always hungry for growth, is now trying to expand to the big American cities and online retail.
Simultaneously, Walmart is transferring its values and know-how to foreign markets. One of them is China, the most populous country in the world that due to the ambitious growth over past 35 years allowed its citizens to taste the flavor of con-sumerism for the first time in the modern history. Nevertheless the cultural distance and economic differences between America and China are massive obstacle that for-eign retailers need to overcome to become successful in China. Walmart has been try-ing to find a way to convince Chinese consumers for 17-year now. This thesis attempts to describe the measures Walmart has undertaken in the process of adjusting its strategy and business model in Chinese market.
Subjects
Walmart
Walmart China
Walmart’s business model
Walmart’s strategic adaptations
Walmart’s strategy
Type
thesis
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