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Essay / Research Paper Abstract
This 5 page paper performs a LoNGPEST analysis assuming Wal-Mart are considering entering the Irish market. The paper looks at the local, national and global aspects of the political, economic, social and technological influences in the supermarket industry that Wal-Mart will have to consider, and then develops a brief entry strategy. The bibliography cites 10 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEwalirel.rtf
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Unformatted sample text from the term paper:
other countries. In the UK Asda has been acquired by Wal-Mart and has grown in strength, in German two former German owned stores have been both. In this paper
we will consider the potential growth of Wal-Mart to Ireland, a market very close to the UK but one that is also very different. It is assumed that the company
are seeking entrance to the country and want to achieve 10% of supermarket sales in two years. To consider how this may be done we will use a LoNGPEST analysis
of the supermarket industry in Ireland. Political Factors There are a range of political influences. At a local level local councils may aid of hinder development of
supermarkets by granting or withholding planning consent, however, this has to be in line with legislation. One of the objections that is commonly raised are by the local stores fearful
that a superstore or new supermarket will take away local business and also increase traffic. This was an issue seen with Sainsbury and the investment in Ulster (Brown, 1995).
At a national level there are also political influences. The development of the supermarket sector is influenced by national policies and legislation. The government has made a policy statement regarding
supporting the way they want to support the development of supermarkets making commitment with other Irish suppliers (Anonymous, 1999). The aim is to keep the supply chain in Ireland and
support Irish businesses (Anonymous, 1999). There ahs also been movement on the size of stores that could be developed. In 1998 there had been a cap placed on the size
of superstores at 3,000 square meters (Anonymous, 1999). However, the ability to develop sites of up to 3,500 square meters in the Greater Dublin area was introduced prior to changes
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