Walmart Stores Inc. Strategic Management

Wal-Mart is a brand that is well known around the world, especially in the USA. It has gradually developed into the largest retailer in the world. Wal-Mart’s globalization efforts have been happening rapidly. But have they been successful in all aspects of their international expansion or not? This is the main thought that is going to be discussed in this essay. The questions I will be looking at are based on a case called “Wal-Mart takes on the world” from the book of International Business The Challenge of Global Competition eleventh edition – Ball, McCulloch, Geringer, Minor, and McNett. Questions are the following:

The evolution of Wal-mart from the early 1960s to the present day has set a benchmark that few can achieve. Wal-mart executives have been successful nationally as well as globally. The knowledge and expertise in economics have made Wal-mart a global giant. The research completed is the final recommendations by the members of research team C and will address questions regarding global competition and issues of the organizations ability to expand or reduce current operations.

In business, three major strategies comprising of cost leadership, differentiation, and focus strategies exist. The focus strategy emphasizes on providing services and products to a specified buyer group or market segment within a given geographic market. The differentiation approach is often defined as provision of services or products that are perceived to be unique in the market place. Wal-Mart emphasizes on the long-term strategy of cost leadership. Through this strategy, the company ensures that it offers customers with quality products at relatively lower prices than other providers in the industry. Through overall cost leadership strategy, Wal-Mart has been offering better quality products at a lower price than any competitor can offer. For the organization to achieve this goal, it has developed long-term supply chain management, which ensures that products are made available to the market at the required time (Enz, 2010).

Wal-Mart, the largest private employer in the globe and the third among the largest corporations in the world, is known to apply a wide range of logistic and supply chain techniques in meeting the dynamic demands from their clients. Additionally, the need to stay at the top in the world of business has made this concept mandatory for the multinational organization. Wal-mart, in its drive to achieve these ends has presented a number of implications, not only to the organization but also to its clients and the society at large (Fishman, 2006). Various positive attributes, say the history of the corporation, its application of information technology and computerized systems and the culture of the organization has, to a great extent catapulted the organization to great heights (Keil & Spector, 2005). Other attributed that have been of help to the organization and its client base include the corporation's strong global marketing procedures, practical distribution networks and strategic geographical locations just to mention but a few. On the negative side of the corporations activities and performance include the likes of rapacious pricing, poor labour and employees relations and poor working conditions among others.

The development of the Internet and more specifically the business website has seen brand recognition by consumers escalate to never before seen heights. Because of this brand recognition, it has become important for businesses to design their websites to reflect their overall marketing strategies. This is especially important in the retail world. All retail businesses have a similar overall marketing strategy of generating sales and retaining the customer for future sales. Most of the retail giants still greatly rely on the success of their brick and mortar stores to turn a profit. However, internet sales for these brick and mortar stores have increasingly risen over the last few years to compete with the retail stores like Amazon that are strictly internet based businesses. Brick and mortar retail stores, such as Walmart, Target, Kmart, and Nordstrom, have each designed their websites to reflect the overall retail marketing strategy as well as the individual marketing strategies that have made their brick and mortar businesses successful.

Wal-Mart is a large and powerful corporation that uses its retail stores as its primary means of income and profit. The sheer size and influence this company possess on the global marketplace makes it a useful candidate for strategic management analysis. The purpose of this essay is to internally analyze Wal-Mart Corporation using SWOT methods to gain further knowledge about business operations and strategic planning. This essay will investigate the strengths of the company, explore the competitive advantages that this company possesses and finally determine some of the internal weaknesses that Wal-Mart faces.

The pervasive, global impact of Wal-Mart is unmistakable and growing given the company's expertise in logistics, supply chain management, retailing, pricing management and research into customer wants and preferences in products. Wal-Mart has become the most powerful retailer in the world primarily by concentrating on these strengths and using them to launch new stores regularly throughout the United States, Canada and across the many nations the company competes in (Meeks, Chen, 2011). Based on analysis of their filings with the United States Securities and Exchange Commission (SEC) it was ascertained that Wal-Mart has the capability of opening up to ten stores a week in any given 52 week time period, with an accelerated schedule potential of over 550 stores in 12 months (Wal-Mart Investor Relations, 2012). They are a formidable competitor to world retailing leaders Carrefour and Tesco, and regionally strong competitors including Costco (Wal-Mart Investor Relations, 2012). With this background of research serving as the frame of reference the two articles Report On Business (ROB) Ranks Wal-Mart Among Canada's Best Employers and The Cost of Walmartization are assessed, followed by an analysis of Wal-Mart Canada's ethics and if they are a retailer that deserves business and customer loyalty given their approach to managing human resources. The development and launch of their retailing locations in Canada and

Wal-Mart is the world's largest retail and departmental store chain. Having business operations in 27 countries with 69 different brand names, Wal-Mart is able to serve a huge number of customers per day. Wal-Mart is the fastest growing and the most successful retail brand in the world. The factors which make it the strongest brand in its industry include large customer base, sound financial strength, strong brand image, and huge supply chain network. Wal-Mart has certain weaknesses in its operations and business setup like low acceptability of certain products, high employee turnover, and less recognition of newly introduced brands. These weaknesses can be overcome by availing attractive opportunities from the market and investing more in the most profitable areas. Wal-Mart faces the biggest threat from its competitors and ever-changing customer preferences.

The five generic competitive strategies are low-cost provider, broad differentiation, focused low-cost, focused differentiation strategy, and best-cost provider strategy. According to the textbook, “a company’s competitive strategy deals exclusively with the specifics of management’s game plan for competing successfully” (Gamble, 93).

“Always low prices”, is the first thing you think of when you think about one of the most successful companies around the world, Wal-Mart. For years they stand as a well know company due to their everyday low prices and variety of products. Their mission statement is “Saving people money so that they can live better”. They have chosen their mission statement wisely yet there is a lot of controversy when it comes to this International Company.

Walmart begun to explore the global markets in early 1990s. Its first expansion was in Mexico, where Walmart ran its retail business as joint venture with the largest retailer Cifra S.A. in Mexico. The Walmart’s format proved to be quite successful in Mexico. Followed by year 1994, Walmart entered Canada market by acquisition strategy. In 1996, Walmart penetrate China by opening Sam’s Club and supercenter in Shenzhen, and acquisition of hypermarket chain called Trust-Mart in 2007. Walmart’s implementation of its low price and multi store formats strategy ensure its success in international expansion in these three countries.

To be the world 's largest low cost store that carries all types of merchandise for all possible consumers.

Wal-Mart was founded by businessman Sam Walton in 1962 as a small retail store in Arkansas, USA. From there it has grown to become the largest retail giant in the world. Ranked by Forbes 2000 list for 2011 as the 18th largest public corporation in the world, Wal-Mart is the highest revenue generating public entity in the world as of 31st January 2011, with gross revenue of 422 billion US Dollars (Walmart Annual Report, 2011). It is also noted for being the largest private employer in the world having just over 2 million employees serving in 8500 stores, in 15 different countries, under 55 different names, worldwide. (Daniel, 2010)

Wal-Mart Stores Inc. helps individuals around the globe spare cash and live better - at whatever time and anyplace - in retail locations, online and through their cell phones. Every week, more than 245 million clients and individuals visit our almost 11,000 stores under 65 flags in 28 nations and e-trade sites in 11 nations. With financial year 2015 net offers of $482.2 billion, Wal-Mart utilizes 2.2 million partners around the world. (Wal-Mart Corporate) Wal-Mart is a superpower in the business world and has been that way for 50+ years. Understanding how it got to this point and how it has maintained its successful business model starts with its

Wal-Mart’s primary competition in US includes department stores of the likes of Target and Kmart. Costco offers competition to Sam Club format of Wal-Mart. In niche small markets, dollar stores are offering strong competition to Wal-Mart.