This report is designed to introduce the International Marketing and analyse a strategic marketing plan for Wal-Mart entry to Chinese retailing market with its supermarket and super-centre services.
International Marketing and Strategy.
International marketing has expanded very rapidly during the last half of the 20th century. Nowadays, in a climate of low economic growth, many industries much more see international markets as a potential vehicle for profit growth. International marketing is becoming of ever-greater importance to more and more companies and organisations around the world.
However, international marketing is complex because overseas markets are usually different in significant ways from the home market and because it is more difficult for managers to understand and learn about markets in other countries. .
How to do a successful international marketing? All companies need to develop an international marketing orientation; to able to analyse, plan, and implement strategies across the globe. A business without strategy is a business without direction. An effective marketing strategy will help businesses determine the basis for all of their marketing efforts and provide them with a blueprint for accomplishing them goals and objectives.
Wal-Mart Stores, Inc Background.
" Wal-Mart's history is one of innovation, leadership and success." .
Wal-Mart was first opened in 1962 by Sam Walton in Bentonville, Arkansas. Since then it has become the largest retailer in the United States, with over 3300 Wal-Mart stores, and has become the largest online retailer. In 2002, this supermarket, with its annual turnover of US $218 billion, was listed second in Fortune's top 500.
Wal-Mart's strategy for growth includes the conversion of traditional Wal-Mart stores into Super-centres and the expansion into international markets. .
Super-centre. Its domestic growth can be attributed to the Super-centres.