The Process of Making International Integration: Wal-Mart's German Misadventure - Term Paper Example

A good financially sound company creating a great impact in the domestic market should strive for the global market by diversified globalized marketing strategies. Global marketing is the process of delivering a product with the intention of reaching the international community. Indeed, proper global marketing if implemented correctly has the ability to guide a company to the next level. Different strategies are employed based on each specific region where the company is operating (Ocampo, 1). For example, McDonald's varies its operation and attitude towards business based on their restaurants’ location. The company identifies the popular items within a given country and then focuses on marketing the same. Global marketing is particularly important for business organizations that provide products as well as services possessing a universal demand. McDonald’s success story can be well illustrated through the presentation of some simple statistical evidence: in fact, “McDonald’s is now the “leading global foodservice retailer” with 33,000 local restaurants and serving almost 68 million people in119 countries each day (Introduction to McDonald’s)”. Wal-Mart is also providing its products to different nations, even though behind every globalization process, there must be some flexible strategy because markets are not the same in every country especially in terms of culture and consumer behavior. To overcome these hurdles, every company should be ready to opt among different pre-planned strategies that work best in that situation. Any fault in making that choice can prove devastating and the company can slowly pass into oblivion at least from that country or region.

Overview and Background of the case company
The company integrated the NYSE (New York Stock Exchange) in 1972. Moreover, Wal-Mart has all over 8500 stores in the entire world under 55 different names such as in Mexico where it operates as Walmax, in Britain, it operates as Asda likewise Seiyu in Japan, and as Best price in India. It has been successful in implementing its concept globally, ranking among the top retailers in the various countries they operate in. In act, after it has started its globalization plans in the 90s, Wal-Mart became by 2003 the largest retailer in Mexico, Canada, Argentina, and Puerto Rico. The organization was started as a single store, which soon became the largest retail shop in the world. Thanks to its prolific success, the organization is called the “TRENDSETTER” in retail chain shops by some researchers. Furthermore, Wal-Mart operates each store from the product, which they have in stocks. Wal-Mart has a philosophy of providing the lowest price every day or EDLP and superior customer support. This company uses its unique cross-docking inventory system, which reduces the storage cost as well as the cost of sales (Wal-Mart: introduction).