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Essay / Research Paper Abstract
This 4 page paper examines the lessons which can be learnt by retailers from the cases of Wal-Mart and Carrefour and their there entrance into the Asian markets, considering the strategies which were utilized to learn about and adapt to these culturally divergent markets. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEwalasia.rtf
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Unformatted sample text from the term paper:
and increased linearization makes the markets highly attractive. Especially the Chinese markets where there have been many barriers in place and a low level of competition, this along with the
market growth rate makes China particularly attractive. However, there are problems associated with Western firms entering Asian markets. There are very different cultural and practical influences on the way
purchasing and consumptions decisions are made. Firms that wish to enter the Asian, and particularly the Chinese, markets need to understand these cultural differences in order of to be able
to adapt and change in order to meet market demand. Marketing theory indicates that for a company to be successful it is necessary for that company to find a good
fit between the resources it has and services and/or products it offers and the market (Kotler and Keller, 2008). However, where there is an alien culture and a firm is
expanding with a clear set of core competences the problem is how firm are able to undertake the expansion and succeed. Wal-Mart and Carrefour have both successfully entered the
Asian retail environment, when considering the entrance method there were some similarities in the strategies adopted. Both undertook a relatively slow entrance into the market, despite the poor factors which
were present and the potential profits which were available. The slow expansion into the area facilitated the ability to increase knowledge of the retailing environment as well as consumer choices
that would help to support later expansion. In addition to this both companies also chose to undertake expansion by purchasing interest in other retail firms already in their target countries.
Wal-Mart is the largest retailer in the world; as such it is not surprising that China was deemed to be a suitable target for expansion. Chinese market is expected to
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