沃尔玛战略分析(english)

StrategyAnalysisofWal-MartWal-martisthegiantoftheretailworld,itsmainmarketorientationstrategyis“everydaylowprice”,withwhichcausedWal-martwinthecivilianconsumer’sfavor,obtainedremarkableachievement,andsetuptheenterprise’simage“thehighqualitywithreasonableprice”inpeople’smind.Itdevelopedfromasmallstoretothetopof500leadingenterprisesintheworldfrom《TheFortune》,anditscommercialmythspreadaroundalloftheworldjustovernight.Asthefollows,IwillshowyouthestrategyofWal-martanddosomeanalyzing.I.AbriefintroductionofWal-martWal-martwasfoundedbySamWaltoninArkansasin1962,whichisthelegendinAmericanretailfield.Afterfortyyearsofdevelopment,Wal-marthasbecomethelargestprivateemployerinAmericaandthelargestretailchainenterpriseintheworld.Atpresent,Wal-marthasmorethan6,600storesintheglobalmarketandmorethan18millionemploystotallywhichdistributedin14countriesworldwide.Thereareabout1.75millioncustomersshoppinghereeveryweek,makingWal-martbecomethenumberoneof500topenterprisesintheworld.In1991,Wal-mart’sannualsalesbreakthrough$40billion,makingitbecomeoneoftheworld’slargestretailenterprises.AccordingtotheclassificationlistofthenationwideservicesectorfromAmericanmagazine《TheFortune》inMay1994,Wal-mart’ssaleshit673.4billionin1993,increasingover11.8billionthanthepreviousyear,morethanSesaswhichisthenumberonein1992,andtoppedthegrattanofnationwideretail.In1995,Wal-mart’ssaleskeptincreasingandcreatedaworldrecordinretail,realizing936billionusdollarsinannualsales,whichatthefourthplaceamongAmericanlargestenterpriseslistinmagazine《TheFortune》.Asamatteroffact,Wal-mart’sannualsalesequalstothesummeryofalldepartmentstores’salesacrosstheUnitedStates,anditstillmaintainedastrongmomentumofdevelopment.Wal-marthas2133Wal-martstores,469members-onlywarehouseclubsand248Wal-martshoppingplazassofar,anditacrossAmerica,Mexico,Canada,PuertoRico,Brazil,Argentina,SouthAfrica,China,Indonesiaetcplaces.Wehavetosayitwritesamiracleinretailwithrapiddevelopmentjustinafewdecades.II.Thecompanystrategyenvironmentanalysis2.1Theexternalenvironmentanalysis2.1.1Thegeneralenvironment2.1.1.1DemographicsegmentAlthougheachcountryadopteddifferentpopulationcontrolpolicyaccordingtotheirnationalconditions,however,theglobalpopulationisstillinrisingstatusfrommacroscopicenvironmentview,especiallyfordevelopingcountries,theirtotalpopulationislargeandtherateofthepopulationgrowthisfasterthandevelopedcountries;Andwiththeprocessofurbanization,urbanresidentpopulationisappearingconcentrationtrend.Growingpopulationandcentralizationofthepopulationlivingenvironmentprovidehugeopportunityforretail.2.1.1.2EconomicsegmentTheworldpeacefuldevelopingenvironmentandtheproactivefiscalpolicymaketheworldeconomydevelopssteadilyinquicklyandwellstate,percapitapurchasingabilitystrengthens,sopeople’srequirementoflifelevelbecomehigherandhigher,thesameaspeople’sconsumptionlevel.Therefore,drivingtostormstogoshoppinghasbecomeusuallandscapesonWal-martave.2.1.1.3SocioculturalsegmentWal-martemphasizestheprincipleofgoodfaithandmoralvalues:Iforone,oneforall.Wal-martlocatedcustomersas“thecompany’sbiggestboss”,andtheyputupmanyprinciplesstoodinthecustomerview,forexample,everydaylowprice﹑smilefromthreemetersdistance,200%satisfactionetc.Threemeterssmileprinciplerequiresemployeestosmiletocustomersfromlessthanthreemeters,besides,Wal-martrequiresemployeestoanswercustomerquestionsseriously,andneversay“Idon'tknow”,Wal-marthasanunwrittenruleinternal,thatistheonlystatethatallowsthereasonoflateis“customerservice”.200%satisfactionprinciplemanifestedinthefresh-eatingdepartment,Wal-martassurancestocanceltheordersandgiveyouafreegiftifthehomemadefoodmeetsanyqualityproblem.QualitysocialculturalenvironmentwithhighqualityretainalotofloyalcustomersforWal-mart.2.1.1.4TechnologicalsegmentThedevelopmentofscienceandtechnology,especiallythedevelopmentofInternettechnologyacceleratedthedevelopmentofretailprocess,advancedscienceandtechnologyallowsremotecommunication﹑logisticsapplications﹑informationcollectionanddataprocessingbecomepossible,andenhanceworkefficiency.Forexample,Wal-martisthefirstonetorealizeitscomputerlogisticsnetworkmonitoring24hoursinternalintheworld,makingpurchaseinventory﹑orderthegoods﹑distributionandsalesintegration,reducingalotofunnecessarywastetime,speedingupthelogisticscycle.2.1.1.5GlobalsegmentGlobaleconomyintegrationacceleratedthepaceoftransnationaltradedevelopment,promotedtheeconomicdevelopmentoftheworld.Wal-marthasstoresandshoppingplazasinmanycountriesaroundtheworld,Wal-martdevelopswelleveninaforeigncountrybecauseofitssuccessfullocalizationimage.2.1.2Theindustryenvironment2.1.2.1ThreatofsubstituteproductsSubstituteproductsarethosehavesamefunctionwithspecificmarketproducts.Thepriceoftheproductsisgenerallylow,butwhileitputintothemarket,thepriceofthespecificmarketproductswillceilingonlyatarelativelylowlevel,whichlimitsthespecificmarketbenefits.ForWal-martretailisconcerned,itsmainlyalternativeproductsfacedareasfollows:①Thevigorousdevelopmentofcateringindustry.Withtherapiddevelopmentofsocialeconomy﹑theenhancementofpurchasingabilityandliferhy