沃尔玛跨国素材.pptx

Wal-Marts global expansion Molly 2016.12.6 孟丽君      content Why choose this topic What is my thesis What is my suggestion 3 Why choose this topic Wal-Mart ‘s international investment strategy Wal-Mart’s Innovation Wal-Mart ‘s international investment path Wal-Mart ‘s products and services Wal-Mart is the world’s 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 strategy Products and Services, Innovation 5 About Wal-Mart Stores Founder: Mr. Sam Walton in Arkansas in 1962 Foundation Date: in 1962 Ranked on the Fortune 500 list: Top one Employee: more than 2.2 million associates worldwide 2016 Revenue: Approximately $482.1billion Customers: 250 million/per week Stores: nearly 11,500 stores under more than 70 banners in 28 countries 6 Wal-Mart’s global expansion path 7 Wal-Mart’s Products and Services Wal-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 and 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 increase associate wages and training to improve the service in their stores and clubs. 8 Wal-Mart’s international strategy of target market Standardized marketing strategy Concentrated marketing strategy Differentiated marketing strategy 1)Low-cost 2)Establishing an uniform image The limited resources of enterprises Increased cost and difficulty of management minority large corporations The medium-small size enterprises with limited resources large powerful company Coca-Cola