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Wal-Mart Global International Markets - Case Study Example

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This study "Wal-Mart – Global International Markets" discusses the significance of international marketing for Walmart. The study of the cultural element is related to many forms such as anthropological approach, diffusion theory, high and low context culture, and perception approaches…
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Wal-Mart Global International Markets
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Download file to see previous pages Wal-Mart is one of the largest retail stores chains in the world and was established in 1962. On the basis of the strategic perspective, Wal-Mart is structured into three main segments namely, the Wal-Mart United States, Sam’s Club, and Wal-Mart International. According to the statistical report of the company, in 2011, Wal-Mart’s revenues constitute up to about three-fifths of the United States market. The web portal, Wal-Mart.com also contributes heavily to the total turnover of the company, constituting nearly 8% of the total revue through online retail operations (Wal-Mart 2011).

Today, the company operates its business in over 15 countries, accounting for 25% of its net sales. Their selling policy includes promotion techniques of discounting outlets, restaurants, superstores, retail stores and multiple formats of outlets, to gain the maximum satisfaction of their customers especially in countries like China and Japan. The retail and online operations of Sam’s club contributes about 10.5% in terms of annual revenues to the company. Moreover, the company holds the top position for employing over 2.1 million people, which remains bigger than all other major retailers (Carrefour, Tesco and Metro AG) put together (Wal-Mart 2009). Besides, the company functions nearly 3000 superstores, 720 discount outlets, and more than 600 Sam’s Club outlets in the United States.

Globalization of Markets refers to the integration of national markets into one large global marketplace. Today international trade has become much easier as the hurdles of crossing the borders for trade is eradicated. All companies like to offer a standard product worldwide. However, there are considerable variances existing among each market such as consumer tastes and preferences, cultural variations, and legal regulations. ...Download file to see next pagesRead More
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