Wal-Mart: Germany
In the mid-1990’s, Wal-Mart had grown to be, by far, the largest retailer in the
U.S., in addition to having locations within Canada and Mexico, as well as in South America. This clear and dominant hold on the retail industry within the U.S. led to their timing of entry into these foreign markets, and in this particular case, Germany in 1997. Wal-Mart had established itself within the market, and as such, to satisfy the first definition of timing of entry, decided upon a moment to expand internationally, resulting from the belief that it could assume the risk of the expansion (Gallego). Upon making the decision to expand into Europe, the German market was a clear choice for two reasons. The first being that Germany was “the third largest retail market in the world (after the USA and Japan) and accounted for fully 15% of Europe’s approximately $2 trillion-a- year retail market” (Christopherson 459). The second reason for selecting the German market was that it opened up opportunities for Wal-Mart to expand to Eastern European Markets.
Wal-Mart: GermanyIn the mid-1990’s, Wal-Mart had grown to be, by far, the largest retailer in theU.S., in addition to having locations within Canada and Mexico, as well as in South America. This clear and dominant hold on the retail industry within the U.S. led to their timing of entry into these foreign markets, and in this particular case, Germany in 1997. Wal-Mart had established itself within the market, and as such, to satisfy the first definition of timing of entry, decided upon a moment to expand internationally, resulting from the belief that it could assume the risk of the expansion (Gallego). Upon making the decision to expand into Europe, the German market was a clear choice for two reasons. The first being that Germany was “the third largest retail market in the world (after the USA and Japan) and accounted for fully 15% of Europe’s approximately $2 trillion-a- year retail market” (Christopherson 459). The second reason for selecting the German market was that it opened up opportunities for Wal-Mart to expand to Eastern European Markets.
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