Please help me with the 2 questions of this senario. Very simple answer needed, no word restrictions.Thank you Illustration 9.1 Walmart: International successes and failuresThe biggest retailer in the world has found that internationalisation is considerablymore challenging than expansion at home.in contrast to Walmart's home-based experience wherecustomers drive to out-of-town stores and fill their carsWalmart began its international operations in 1991 andtoday the UK, Brazil and China are its largest markets outsidethe US. Walmart International grew constantly up until 2016 with large multi-packs. While it encountered a completelywith sales of $118bn (£85bn, €106bn) in 2017, accountingfor about 25 per cent of Walmart's overall sales. It includedclose to 800,000 employees in over 6,300 stores and 11e-commerce websites in 28 countries. Internationalisationdifferent international market it also faced large regionalvariations in this vast and multi-ethnic country. It has alsostruggled with local regulations and food safety issues andtough competition from Carrefour.After some disappointing years with internationalresults have, however, been mixed as Walmart has struggledto understand local buying patterns, competitors, culture sales dropping over 10 per cent Judith McKenna, a long-and regulations, not the least in emerging markets.Walmart first entered the Americas and has sincetime Asda Executive and Executive Vice President ofStrategy, was promoted to President and CEO of WalmartInternational in 2018. She has partly shifted the strategytowards more mergers, acquisitions and partnerships:in India the largest online retailer Flipkart was acquiredexpanded into ever more distant geographic markets. Theearly entry into Canada and Mexico was successful, butSouth America's largest market, Brazil, has been consider-ably more challenging. After two decades it is still losing and in Brazil the majority stake in the operations wasmoney there. Its challenges include regulatory problems, sold and in Latin America Cornershop, a fast-growingstrong competition from the French supermarket chainCarrefour and being unable to convince shoppers about important step forward in accelerating the company's...Walmart's 'everyday low prices' model.European expansion performance has similarly been nology and capabilities will strengthen our successfulmixed. The acquisition of the ASDA Group in the UK was rela- businesses in Mexico and Chile and provide learning fortively successful even though it has struggled against localcompetition lately. In Germany Walmart experienced eight Sources: Dudely. R. "Wal-Mart's everyday low prices fail to stir Brazil-years of struggle that ended in a market exit. First, it did nothave enough scale economies compared to local compet-itors, like Aldi, with strong relationships with Germansuppliers and already catering to price-conscious consumers.Second, cultural mistakes were made as customers did notapprove of American service practices. A third challenge was Walmart attempts international turnaround with UK, India tie-ups'.Germany's then strict regulations on location and opening 29 April 2018. Reuters; Judith Mckenna, Walmart President and CEOhours. German workers also resisted Walmart 's workplacecustoms, resulting in labour union conflicts.Walmart's first Asian expansion into South Korea metstrong local competition and failed to meet local customerneeds; it also ended in exit after eight years. China has beenmore of a mixed picture. On the one hand sales have steadilyincreased; over 400 stores have been established and theymake a profit. On the other hand, the cultural distance wasconsiderably larger than first anticipated. An early discoverywas that Chinese consumers prefer frequent shopping tripsonline grocery app was acquired: "The transaction is angrowth in Latin America... [their] digital expertise, tech-other markets in which we operate.ians', Bloomberg Business, 23 April 2014; Felsted, A., 'Chinese grocerysales forecast to rise by aFinancial Times; Thomson Reuters Street Events, 'Wal Mart Stores Inc22nd Annual Meeting For The Investment Community', Edited Tran-script, 14 October 2015; L. Whipp, "Walmart to close 269 stores as itrevamps online presence', 15 January 2016, Financial Times; N. Bose,rd: Food & beverages, 24 August 2015,in: J. Webber, "Walmart boosts LatAm ecommerce push with Corner-shop purchase", 13 September 2018, Financial Times.Questions1 What are the internationalisation drivers WalmartInternational has struggled with?2 What might be the dangers for a large Western retailerin staying out of emerging markets?

Internationalisation is a way to expand a firm's reach to off shore markets. It is aimed at…

Answered: Questions 1 What are the…

Questions 1 What are the internationalisation drivers Walmart International has struggled with? 2 What might be the dangers for a large Western retailer in staying out of emerging markets?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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