Reflective Journal of International Business Planning and Marketing

1048 Words5 Pages
Student’s Reflective Journal

Subject : MNM41 International business planning & marketing

Identify the theory/model/case

Case name: Wal-Mart’s German Misadventure

I really like this article. It provides a comprehensive view of a huge corporation entering a new market. It indicates how a difficult it is for a corporation to enter a market based on completely different culture, language, consumer concern and regulation environment. Especially in a highly-developed economy, the competitive level would rise because of more transparent information exchange, historical business background and the government intervention. It tells how

What was the most important new learning that I gained?

There are many factors that worth
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And this is a fundamental impact, since Wal-Mart Germany failed to copy their most successful business strategy in Germany.

I am also surprised by the failure of ten-foot rule. Ten foot rule is a basic rule within Wal-Mart, indicates that any customer approaches service staff should be greeted within 10 foot. However, mentioned in the case, it contrarily damages the impression of Wal-Mart because German customers are more concerned about the price.

It is very interesting that some of the strategies ( or tactics ) may not be applied in Germany. E.g. loyalty card is banned. It is obvious that the government has tried hard to create a fair competitive environment to all of the competitors. It is hardly seen in Asian countries.

Identify examples of how you believe that the module would help you

The reason why I choose this article as the material of my reflective is because of the depth and width. It relates to the industry, the customs, the competitive advantages of the firm and many other external / internal issues of a corporation. It gives me much wider concerns when I’m going to operate a business in foreign countries.

Concerns of customer behaviour may be of most importance, e.g. the ordinary Chinese people may have more concern on “price” but not “value”, while the English don’t. The German people, as stated in the article, do not care
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