Home Depot Inc. misjudged the market in China. The world’s largest home improvement chain entered the market in China in 2006 and decided to leave six years later. It was not able to sell its do-it-yourself brand to the -Chinese. “China is a do-it-for-me market, not a do-it-yourself market, so we have to adjust,” a Home Depot spokeswoman said.90 Cheap labor in China means many people can hire someone else to do home improvement work for them. Also, apartment-based living in China meant there was not much demand for products such as lumber. What could Home Depot have done to avoid its mistake? In what cultures might Home Depot find better success?
Home Depot Inc. misjudged the market in China. The world’s largest home improvement chain entered the market in China in 2006 and decided to leave six years later. It was not able to sell its do-it-yourself brand to the -Chinese. “China is a do-it-for-me market, not a do-it-yourself market, so we have to adjust,” a Home Depot spokeswoman said.90 Cheap labor in China means many people can hire someone else to do home improvement work for them. Also, apartment-based living in China meant there was not much demand for products such as lumber.
- What could Home Depot have done to avoid its mistake?
- In what cultures might Home Depot find better success?
Home Depot is a home improvement retailer. It sells home improvement products. This includes building materials, hardware, home improvement supplies, kitchen and bath products, etc. Home Depot achieved success in many countries, however, in China, it failed to do so.
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