沃尔玛发展战略(国外英语资料).docVIP

沃尔玛发展战略(国外英语资料) WAL-MARTs competitive strategy The strategy is: WAL-MART every day low, wide selection range of goods, a large proportion of brand-name goods, make the customer feel friendly and comfortable store environment, low operating costs, for the expansion of the meaning of the new geography trained with regularity on the market, marketing innovation, customer service and excellent service guarantee. Outside of every WAL-MART store, large letters carry the message: always low, forever.! WAL-MART has also instilled into his customers the idea that competitors will make any local ads, and we will react to them.! And thus it created its own low-priced image. Main products include: WAL-MART household appliances, electrical appliances, sports equipment, utensils used for lawn and garden, fitness and fitness equipment and equipment, home fashion accessories, paint, bedding and bathroom products, hardware products, household repair equipment, toys and games, and grocery products. By 2001, the size of WAL-MART stores ranged from 40000 square feet to 180000 square feet, averaging 84000 square feet. The structure of each shop is approximately the same, the shops are light, cheerful and fresh, and the shops are wide and attractive. The staff of the store are friendly and helpful, and their goal is to make every shop customer feel good about it. In 2003, WAL-MART announced plans to replace 100 of its standard fast food restaurants, instead of McDonalds franchise outlets. Cost saving consciousness throughout all aspects of the WAL-MART business -- from the store building, to provide low-cost supplier to WAL-MARTs warehouse goods, the distribution system of the high speed to each store distribution of goods, so that WAL-MART maintained a cost advantage. The cost of WAL-MARTs savings has been shifted to retail customers at lower retail prices. I. competitive environment Discount retailing is a highly competitive industry. The two nearest competitor WAL-MART is Kmart and S