Wal Mart Problems When Going Globa

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VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS ADMINISTRATION WAL – MART MARKETING PROBLEMS WHEN GOING GLOBAL By GROUP 5: NGUYEN THI HUONG GIANG NGUYEN THI TRUC LINH TRAN THI THU HANG NGUYEN PHU NGHI LE DUC PHUC A project submitted to Dr. Vu The Dung in partial fulfillment of the requirements for the International Marketing course Ho Chi Minh City, Vietnam 2011 Contents I. General information 3 1. Company Background 3 2. Organizational Culture 3 3. Competitive Situation 3 4. The overseas expansion & existing marketing strategy 3 4.1. The overseas expansion 3 4.2. The existing marketing strategy 3 II. MARKETING PROBLEM WHEN GOING GLOBAL 3 1.…show more content…
Wal-mart sam’s Club segment faces strong sales competition from other Wholesale club operations, catalogs businesses, internet-based and other retailers. Wal-mart is the number one retailer in 77 of the 100 largest general merchandise markets in America, squaring up against Target or Costco in all but 11 of these markets. Either Wal-mart, Costco or Target holds the top position in 91 of the top 100 largest general merchandise markets in the United States. Geographically, Wal-mart is the dominant retailer in the South and thougthout midsized and small-town markets, while Costco is the leader in California and Washington. According to ACNielsen ( the World’s leading marketing information company), in the United States, Waal-mart controls 20 % of dry grocery, 29% of non-food grocery, 30% of health and beauty aids and 45% of general merchandise sales. It also controls 45% of the retail toy segment. However, Target, Kroger and Family Dollar Stores are all growing revenue faster than Wal-mart, threatening its dominance. 4. The overseas expansion & existing marketing strategy The Wal-Mart’s international growth was seen as part of a long-term strategy of becoming a dominant force in international retailing. 5.1. The overseas expansion International expansion is

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