Wal-Mart's German Misadventure
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Case Code: BSTR082 Case Length: 13 Pages Period: 1990 - 2003 Pub Date: 2003 Teaching Note: Available |
Price: Rs.400 Organization: Wal-Mart Industry: Retailing, Countries : Germany Themes: International Marketing |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
The case focuses on the retailing giant Wal-Mart and its experience in Germany. The case explains in detail the reasons for Wal-Mart's decision to go global in the early 1990s, and its decision to enter the European market through Germany - the most difficult market in Europe. The case discusses the problems faced by the company in Germany due to its lack of understanding of the German retailing and regulatory environment. The case discusses in detail the various problems faced by Wal-Mart in Germany - entry strategy problems, problems in the operational environment, regulatory problems and cultural problems.
Issues
The case is structured to achieve the following teaching objectives:
- Understand the nature and structure of German retailing industry including its size, scope, spread and unique characteristics
- Highlight the implications of entry through acquisition in an overseas market
Contents
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German Blues
Background Note
Business Segments
Wal-Mart's International Operations
Wal-Mart in Germany
Entry Strategy Gone Wrong?
Problems in Operating Environment
Problems in External Environment
Cultural Mismatch
Future Prospects
Exhibits
Keywords
Retailing giant, Wal-Mart, Germany, global, 1990, European, Germany, retailing, regulatory environment, rational environment, regulatory problems, cultural problems
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