沃尔玛购买英国ASDA的优越性

沃尔玛购买英国ASDA的优越性
这种特殊情况下清楚地显示了互联网尤其是社交媒体,被用作工具来增强或损害他们的名誉。不使用网络,这两个团体将从未提出尽可能多的支持,和信息不会被迅速传播。泄密文件批评沃尔玛被张贴在网上,打开网站访客的评论。YouTube和博客等社会媒体允许这些组织形成较小的预算,但仍然能够传达到整个国家在一个快速和具有成本效益的方式。也显示了社交媒体的道德,因为它描述了沃尔玛在美国资助Wal-Marting博客的争议。
沃尔玛的EDLP战略缺乏战略适合英国消费者的本质。英国消费者质量意识和倾向于更多的关注度上升,不太可能转向更便宜的产品。英国消费者都不愿意妥协的客户服务和质量低价格,和预计销售人员在每个通道的零售商店和积极推广价值的零售商提供的服务和产品(Ramstad,2006 b)。英国消费者认为沃尔玛作为一种“廉价市场”与仓库布局和质量差的产品(Kim和Sim,2006)。这个零售格式并没有得到英国消费者被用来协助销售女士给免费样品,帮包装和包装的产品在商店(Kim,2001年)。英国折扣店甚至有员工停车场,停车罚单和引导停车的方向。沃尔玛的EDLP被认为不够“价值”在英国消费者的心中。
沃尔玛决定进入加拿大市场,决定方法不同的特许经营,以便客户在加拿大和墨西哥将正确的了解他们的需求。该公司还收购了英国公司阿斯达,这样它就可以达到更多的客户在英国可以达到。公司在韩国开了16个门店,打开折扣连锁店。5月公司获得收入8.83亿美元,2006年。因此公司尝试所有条目不同国家的营销策略来吸引客户,达到客户的数量。沃尔玛从美国学到的营销策略,因为它有一段时间用相同的策略失败了。
这个完整的分析沃尔玛的营销策略和采用新业务ASDA等显示,沃尔玛在新的国家有失败和采用新的市场策略根据他们的要求。

沃尔玛购买英国ASDA的优越性
This particular case clearly shows how the Internet, especially social media, are being used as tools to enhance or tarnish reputations. Without the use of the Web, the two advocacy groups would have never raised as much support as they did, and information would not have been disseminated as rapidly. Leaked documents critical of Wal-Mart were posted on the Web, opening the site for comments from visitors. Social media such as YouTube and blogging allowed these organizations to form with smaller budgets but still be able to communicate to the entire nation in a fast and cost-effective way. The case also shows the ethics of social media, as it describes the controversy surrounding the Wal-Mart funded Wal-Marting across America blog.
Wal-Mart’s EDLP strategy had lack of a strategic fit to the nature of UK consumers. UK consumers were quality conscious and tend to be more brand-loyal, less likely to switch to less expensive products. UK consumers were unwilling to compromise the customer service and the quality for the low price, and expected to see sales people in each aisle of the retail stores and aggressive promotion in the value of service and products offered by the retailers (Ramstad, 2006b). UK consumers perceived Wal-Mart stores as a “cheap marketplace” with warehouse-style layout and poor quality products (Kim and Sim, 2006). This retail format was not well received by the UK consumers who were used to the assistance of the sales ladies who gave out free samples and helped packaging and wrapping the products in the store (Kim, 2001). The UK discount stores even had employees at the parking lot that gave out the parking tickets and guided the parking directions. Wal-Mart’s EDLP was perceived to be insufficient “value” in the minds of UK consumers.
Wal-Mart decided to enter in to Canada Market and decided to approach to the different franchises so that the customers in the Canada and Mexico will have the correct idea about their requirement. The company also acquired UK Company ASDA so that it can be reach to the more customers in the Britain can be reached. The Company opened its 16 stores in Korea, and opened discount chain. The company earned revenue USD$ 883 million in May, 2006. Thus company tried all the entry marketing strategies in different countries to attract the customers and have the reach to the number of customers. Wal-Mart learned from the USA marketing strategy as it got failed some time by using the same strategy.
This complete analysis about the Wal-Mart marketing strategy and adopting the new business like ASDA and others shows that Wal-Mart got failed in new countries and adopting new market strategies according to their requirement.

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