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In terms of ‘Identify Basic Appeal’ which concerns suitability of climate, restriction on certain items, access to material, and others – Walmart has used this step of the market screening process for much of it international conventions (Wild and Wild, 2013, p.301). For instance, in Brazil the tropical temperature (which normally does not fall below 20°C throughout the year) – has apparently influenced the type of apparel that a company sells in its stores (World Travel Guide, 2016; Walmart, 2016). Because, within the stores of Walmart in Brazil, one can find clothing made from fabric - as in, cotton and linen, which are material suited for the warmer weather found in Brazil (Walmart, 2016). Whereas, for a country like Canada - within …show more content…
In order to connect culturally in certain countries, Walmart has taken a very strategic approach, namely with the labelling of its merchandises. Based on Berg (2011), Walmart labelled products (like, Great Value and George) can be found on the shelves of hypermarkets and neighbourhood stores that fall under the purview of Bharti (Walmart’s retailing partner) in India. Also, Walmart carries Astitva brand in the locations of Bharti in an effort to connect with domestic consumers. In China, Walmart has been able to convey the benefits of its private labels – consequently, Walmart products, falling under brands, like – Great Value, Simply Basic and Mainstays – are obtainable in nearly all food categories in Walmart China. In Japan, Walmart has greatly improved in terms of its offerings, in an effort to suit local tastes and preferences. For instance, in the past, the George line sold in Japan came in only standard sizes, but nowadays George products are tailored with local material specifications to satisfy the Japanese consumer. In countries like, Brazil and Mexico, Walmart typically retains domestic banners to enable connection with the local population. For example, in the areas that Walmart operates in Brazil, it has carried the Bom Preco line of products in place of the Great …show more content…
For example, Walmart has found much of the European retail market less attractive due to the maturity of the market. This basically means that the companies associated with the retail market are well established, which means that new entrants would find it challenging to gain market assistance. Furthermore, European retailers have store designs similar to Walmart, thus neutralising the competitive advantage Wal-Mart might have had in its business model. Additionally, as with most entrants, Wal-Mart 's relative lack of strong domestic customer relationships would be a huge disadvantage in the European arena (Govindarajan and Gupta, 2002). When Walmart eventually entered Germany (which is an industrialized country), the company failed miserably owing to much of the
In terms of ‘Identify Basic Appeal’ which concerns suitability of climate, restriction on certain items, access to material, and others – Walmart has used this step of the market screening process for much of it international conventions (Wild and Wild, 2013, p.301). For instance, in Brazil the tropical temperature (which normally does not fall below 20°C throughout the year) – has apparently influenced the type of apparel that a company sells in its stores (World Travel Guide, 2016; Walmart, 2016). Because, within the stores of Walmart in Brazil, one can find clothing made from fabric - as in, cotton and linen, which are material suited for the warmer weather found in Brazil (Walmart, 2016). Whereas, for a country like Canada - within …show more content…
In order to connect culturally in certain countries, Walmart has taken a very strategic approach, namely with the labelling of its merchandises. Based on Berg (2011), Walmart labelled products (like, Great Value and George) can be found on the shelves of hypermarkets and neighbourhood stores that fall under the purview of Bharti (Walmart’s retailing partner) in India. Also, Walmart carries Astitva brand in the locations of Bharti in an effort to connect with domestic consumers. In China, Walmart has been able to convey the benefits of its private labels – consequently, Walmart products, falling under brands, like – Great Value, Simply Basic and Mainstays – are obtainable in nearly all food categories in Walmart China. In Japan, Walmart has greatly improved in terms of its offerings, in an effort to suit local tastes and preferences. For instance, in the past, the George line sold in Japan came in only standard sizes, but nowadays George products are tailored with local material specifications to satisfy the Japanese consumer. In countries like, Brazil and Mexico, Walmart typically retains domestic banners to enable connection with the local population. For example, in the areas that Walmart operates in Brazil, it has carried the Bom Preco line of products in place of the Great …show more content…
For example, Walmart has found much of the European retail market less attractive due to the maturity of the market. This basically means that the companies associated with the retail market are well established, which means that new entrants would find it challenging to gain market assistance. Furthermore, European retailers have store designs similar to Walmart, thus neutralising the competitive advantage Wal-Mart might have had in its business model. Additionally, as with most entrants, Wal-Mart 's relative lack of strong domestic customer relationships would be a huge disadvantage in the European arena (Govindarajan and Gupta, 2002). When Walmart eventually entered Germany (which is an industrialized country), the company failed miserably owing to much of the