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Essay / Research Paper Abstract
This 6 page paper looked at the mixed results that Wal-Mart have seen in their European operations. The paper looks at the different environments in the UK and Germany, how the Wal-Mart core competences fitted in with these environment, the challenges that were faced, the progress that has been made and the reasons why the UK acquisition has been more successful than the German acquisitions. The bibliography cites 6 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEwaleurope.rtf
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Unformatted sample text from the term paper:
customers good value. The company now has now grown the over 3,000 stores in the United States and over 1,000 internationally (Wal-mart.com, 2004). The success that have
been seen in the US with exceptional growth in revenue and profits have not been seen as easily in Europe. The company entered the German market in 1997 with the
purchase of Wertkauf a 21 store chain and the Asda chain in the UK. These have both seen different results for the company. There have been many challenges faced
in the European operations over the last five years. The situation in Europe is one that is very different to that of the US. If we look at the core
competences of the US chain it becomes apparent how this is a better first with the UK rather than the German market. The core competences of Wal-Mart may be seen
in the operations and the culture as well as the supply chain and way that value is created in that supply chain. To show the difficulties in Europe we need
to consider the US core competences and apply these to Europe to see if there is a good fit. One of the
main enduring strengths may be seen in the corporate culture. This is a customer focused culture which was summed up very well in the words of Sam Walton, "The secret
of successful retailing is to give your customers what they want. And really, if you think about it from your point of view as a customer, you want everything: a
wide assortment of good quality merchandise; the lowest possible prices; guaranteed satisfaction with what you buy; friendly, knowledgeable service; convenient hours; free parking; a pleasant shopping experience." - Sam Walton
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