Walmart's International Expansion and Strategic Choices in Turkey
Verified
Added on 2023/01/12
|17
|5797
|100
AI Summary
This report discusses Walmart's international expansion and strategic choices in Turkey, including reasons behind the choice of location for the subsidiary. It also provides insights into Walmart's historical performance, product range, and competitive position.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
ASSESSMENT
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 MAINBODY...................................................................................................................................4 1. Walmart’s international expansion..........................................................................................4 2. Strategic choices......................................................................................................................5 3. Reasons behind choices of location for subsidiary..................................................................7 4. Strategic method for entry and possible consequences...........................................................9 5. Organisational and managerial problems..............................................................................11 6. Strategic advice for the subsidiary to overcome the problems..............................................13 CONCLUSION..............................................................................................................................15 REFERENCES..............................................................................................................................16
INTRODUCTION A multinational company can be defined as the business which operates in different countries at the same time. in simple word, an organization which has large number of business activities in more than on country. The major benefit of the MNC’s companies are to gain economic benefits in the business because they don’t have to pay high tax because many countries reduces tax for enhancing their international trade. In addition, organization gets change to generate profit margin on product which are provided in different countries to the customer. Multination national corporation applies wide number of strategies to get success in each country and in return influence GDP rate of business. To expand its business in global market, offer innovative type products along with wide line by organization to customer. There is an example of Walmart company which is multination corporation and operates in various countries and offers wide variety products to customer through it’s subsidiary. Organization is highly succeeded company in the global market through it’s subsidiaries. Organization hasplan to expand it’s subsidiary in an international location. So, company chooses Turkey to expand it’s business. The brief study of the report provides understanding about parent company’s international expansion in term of historical performance, product and service range and competitive position. MAINBODY 1. Walmart’s international expansion Walmart is an American multinational retail corporation which is mainly headquartered in Bentonville, U.S. the organization is established by Sam Walton in 1962. It is operated a chain of hypermarkets, discount department stores and grocery stores. It has 11,503 stores which is operated in 27 countries and operates under 56 different names. Organization is considered as the world’s largest company based on the revenue. It is the largest private limited type company in the global world which occupies 2.2 million employees who offers their services in different countries by its subsidiaries. The vision statement of Walmart is to become destination for the customer to save money without concerning how much they purchase. This vision helps company to develop position itself in the market as the retail leader. In other word organization
wants to become best retailer in the customer mind, consumers heart and employee. While the mission statement of the company is to “save people’s money so that they can live high standard life” (EDWARD FERGUSON.Walmart’s Mission Statement & Vision Statement, Generic & Intensive Strategies.2019). The statement is interpreting that organization wants to implement critical strategies which leads remarkable difference such as improves customers lifestyle by consuming high quality products and in returns achieves high profit margin on the products. Organization has developed its core values such as customer first, honesty, promote fairness in pay structure of employees, gives high performance in the global market by offering innovative products to customers. The mission, vision and core values of the company helps to expands it’s business in different countries and improves demand of products by deep researching about customer’s needs, expectation and preferences. Organization wide product line which helps to attract large number of customers within company. By the product line can interpret that has reason to become market leader. Due to wide product portfolio easy to attract each customer within company and retains them prolog time. Organization believes in continue development so always prepare to take change as per environment requirement. Evaluation of historical performance Initially organization offers product and services to customer at low price for gaining higher volume sale at lowprofit margin. It isprimary strategywhich isimplementby organization gain trust of customer on brand. To gain high profit margin seeks low cost supplier by company that leads competitive advantage within company thorough competitors. It also improves selling infrastructure and in return gets high revenue in the market. Thus, organization famous as first discounted city stores (Muñoz, Kennyand Stecher, eds., 2018). The organization opens large number of stores in in US as first distribution center which puts pressure on competitors and attracts customers to buy products on lower cost along with good quality. Then over the period expands it’s business over the US and Mexico due to large volume sells that empowers business by employees. Later on Walmart organizes into four divisions such as Walmart US, Walmart international, Sam’s Club and Global E-commerce. Then these divisions are subdivided into many subsidiaries i.e. supercenter, hypermarket, warehouse clubs, cash and carry stores, drug stores, convenience stores and digital retails. Thus, organization expands it’s business worldwide. Organization keeps change management, performance management and
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
strategic management strategy which help business to expand it’s business effectively so that in return gets hundred percent profitability. Another reason of international expansion is this Walmart has wide product line and services such as i.e. electronics, music’s and movies, home and furniture’s, clothing, footwear, jewelry, toys, health and beauty products, per suppliers, party suppliers, grocery, photo finishing and craft. It is large line of product which helps company to meet each customer objective on time. Apart from this company continuous expand it’s product line which helps company to keep excited their customer and puts pressures on competitors. Walmart has high market share in the global market such as Walmart U.S. has captured largest market share estimated 66% which is quite more as compared other retailers.Walmart international has captured estimates 23% of product sales (Share of Walmart's net sales worldwide in 2020, by division.2019). Walmart focuses on low cost strategy along with high quality which helps company to take competitive advantage. These are main reasons which causes organization easy to expand it’s international expansion. 2. Strategic choices There are a lot of choices which Wal-Mart has to expand them in Turkey which can make the company get a lot of advantage for a long run. This can help the company to get a competitive advantage as well as a better market share which will increase the profit margins. Joint Venture The company can find parties with whom they can invest in Turkey if they find it too risky for the company to expand in that country. The company is well established which is why the organization will not have to have a joint venture because they will have invest to make for it. Wal-Mart’s parent company is ASDA which is a well-established organization in the world which is making the company have a great competitive advantage which is a very good factor for the company(Luoma, Risikko and Erkkilä, 2016). This is a very good strategy for those companies which are new to international markets but Wal-Mart will be able to have a better functioning in the international market because they have experience and understand the customer’s needs and demands very easily. Strong market strategy
There are a lot of countries which Wal-Mart has expanded themselves in be it developed countries or developing countries which is making the company have a strong portfolio for themselves which is good for a long run in the market. Wal-Mart has a strong strategy for themselves which can make the company have a better customer base as soon as they expand because they understand the needs and demands of the market very easily. The company will have to use promotions for making the customers aware of the new products they are bring in the market of Turkey which is going to be very good for the customers. Market research It is very important for any company to research the market before they expand themselves and understand the culture and customers of the other countries in which the company is expanding in(Vidal, G.G and et.al., 2017). Wal-Mart is an experienced organization which is aware of the changes which is taking place in the trends of the customers which is being followed in the organization which is why they are having a strong customer base for a long run. The company has expanded themselves in a lot of countries which is why it is very important for the company to have a better functioning for themselves so that they can have a better profit margin. It is not possible that the same strategy will work in all the countries which is why research of the market is important and especially in a place like Turkey so that the company can achieve their objectives on time. Product Development The products have to be developed according to the customers of the country in which Wal- Mart is expanding themselves in which is going to be very helpful and a strong point for the company. The products have information on the package which has to be translated to the language of Turkey so that the company can satisfy the customers more which is going to be very good for the company(Flamand, 2016). The research and development department will have to change the product according to the pricing of the product so that the best can be given to the customers at a low price and the company will still be able to get a competitive advantage. Innovation
There are different kinds of innovations which can be done in the products according to the customers of the other country like Turkey. It is very important that the products of the company are unique and innovative to make a place for themselves in the existing market in other country. The pricing of the products will have to be accordingly so that they can make profit and also match the satisfaction level of the customers from time to time. The demands and needs of the customers have to be met by Wal-Mart from time to time so that they can have a stronger market share in the country. There are changes which are required in the market by the customers always which is a good sign for Wal-Mart to expand in other countries to get a better customer share. 3. Reasons behind choices of location for subsidiary Wal-Mart Company is expanding its business operations in Turkey in order to expand its market share in international market. Following possible reasons worked behind expanding business operations in Turkey. Government support:Turkey government give huge emphasis on the growth and development of corporate3 sector in country as it play huge role in economic development of country. Government provide huge support to corporate houses in order to establish its business ventures in Turkey. Government follow the policy of easy and convenient licensing process in Turkey (Bai, 2016). Support of government play huge role in making expanding decision for companies as all business environment of country are immensely depends upon the policy frame by government to promote corporate culture in country. Economic Growth:Turkey is consisted as among the emerging economy as per the reports published by International Monetary Fund. Gross domestic product of Turkey has entitled the country to be at the 19thrank globally (Končar and Leković, 2016). As per the recent statistics Turnkey has an effective GDP growth rate as the country GDP is growing at the rate of almost 3% which is consisted as an effective growth rate. All such aspects indicate that in order to expand the business ventures Turkey is an effective location for the Wal-Mart Company. GDP indicates about the effectiveness of the corporate sector in order to grow in the market. Economic growth of the country play huge ro,e for companies in taking business expansion decisions.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Purchasing capacity of consumers:Purchasing capacity of potential consumers also play huge role in making business expansion decisions of companies. In Turkey due to effective GDP growth rate country has an effective per capita rate in the world. Countries ranking in respect to per capita income are consisted as the 71th in global context (Lauer, 2019). Per capita income is denoted the earning capacity of people in Turkey. As the potential customers of Wal-Mart in Turley carry an effective per capita income company management is targeting the retail market of Turkey to expand the business operations. Purchasing capacity of potential consumers play huge role in growth process of company as the Wal-Mart Company consists up with an effective brand image. Effective brand image of company will entitles company management to attract potential consumers in the retail market of Turkey easily. Effective tax compliances:Government in Turley provide effective benefits such as effective taxation compliances in order to improve the corporate culture in country. Taxation is among the key issue companies face as it directly restricts the profitability of company. Turkey government charge affordable taxation rate that give scope to companies to growth in the market. All businesses take time to establish in new business locations. Effective taxation compliances allows companies to make expansion decision in such locations easily. This is among the primary reason behind making business expansion decision in Turkey. Customers:Management of Wal-Mart considered many factors before making expansion decision in Turkey. Potential customers are among the key factors before making business expansion decision in Turkey. Turkey consisted up the effective population base of around more than 84 million peoples. Such a huge population base of Turkey give immense opportunity to Wall Mart Company to expand the sales turnover of company potentially which will also improve the profitability of company. Customers play key role in the success of business as it directly influence the success of business expansion decision. Due to such an effective potential customer base management of Wall Mart Company decided to expand the business operations in Turkey. Retail sector growth of Turkey:Retail industry of Turkey is among the key sector which also consisted with effective customer base. Retail industr4y of Turkey is growing at the rate of more than 9 % which is an effective growth percentage. Company management ahs aimed to take the
competitive advantage by launching the outlets in Turley retail market as the country consisted with such an attractive retail sector growth rate. MarketcompetitioninTurkey:Companymanagementalsoconsideredretailsector competition in Turkey before making expansion decision. Competition in the market play huge role in the growth potential of company in target market. Retail sector consist up with an effective growth rate which has also resulted into effective market competition for the Wall Mart Company in the retail market of Turkey (Murugan and Francifca, 2019). Wall Mart Company is among the leading brand in retail sector which also consisted up with effective brand image of company. Due to such an attractive brand value company will be able to sustain in the retail market of Turkey and has the potential to make an effective revenue opportunities for the growth and development of the business. All the above factors are amongst the key factors behind making the expansion decision in Turkey. Company management has critically analysed all the factors before making business expansion decision in Turkey. 4. Strategic method for entry and possible consequences Business expansion is a crucial decision companies take to improve the growth potential in target market. Following strategic methods are available for the management of Wall Mart Company in order to expand the business operations in Turkey. Franchising:Management of Wall Mart Company has an option to franchise its business in Turkey. Franchising is an old method of business expansion which involves allocation of retail outlets to some local entities operating in the Turkey. This is an effective strategic option available for the Wall Mart Company in order to expand the business operations in Turkey. Franchising also reduces the risk factor involve in business expansion process. Consequences involve in franchising: It decreases the profitability of company. It involves lesser control of the company. This can also damage the brand value of Wall Mart Company in newe location. This is not a creative method to expand the business operations.
Partnering:Partnering is also a strategic method available for the Wall Mart Company in order to expand the business operations in Turkey. This method involves framing strategic partnership withothercompanyengagedinretailsector.Thismethodinvolvessegregationoftotal investment and profitability into set proportions of partnership. This is an effective method which reduces the risk involve in expansion decision. Consequences of partnering method: This is a risky approach for big companies like Wall Mart. This technique can damage the brand image of company in new market. This method also causes to several issues in latter growth stage of business life cycle. Joint Ventures:Joint venture is also a crucial method implemented in case of business expansion process in Turkey. This method involve setting up the partnership with another entity involve in retail sector and frame strategic partnership (Tráng and Dũng, 2019). This method also involve setting up interdependency at third party involve in partnership to control all business operations in Turkey. Risk and profits under this method normally share in equal proportion but it can be changed as peer the strategic partnership between companies. Consequences involve in Joint Venture: This method create imbalance in business. This causes too many issues at the letter stage of the business operations. Exit of business faces planet of issues in this method. Buying a company:Buying a retail company is also a method available for the Wall Mart Company in order to expand the business operations. Under this method company can buy the share of any company operate business operations in retail sector. This is an effective tool used to expand the business operations in new locations. Consequences of the method: Investment is huge in this method. Issues in forming strategies. Work culture also faces problems in this method.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
5. Organisational and managerial problems The company and its management can face different problems, challenges and conflicts etc. while enter the new market in international business environment. According to many business experts, a business or company always faces many challenges and problems when it starts its business operations within new market (Ghorbani and Babaei, 2016). This is very common thing which has faced by most of multinational companies. In this situation, Walmart will also face many organisational and managerial problems when it enters the retail market of turkey. Some major organisational and managerial problems have been discussed below; Problem relating to resources:This is one of very common problems which faces by each organisation while entering the new market segment. That’s why Walmart and its management also will face this problem. When any multinational company starts their business operations, the it can’t easily arrange different resources in initial stage, like; human resource, natural resources, technological resources, etc. Basically, these all are some major resources which each business has highly required to run their all operations effectively. In this situation, this is a very big problem to the Walmart, because it has highly required many resources in its daily operations for running each operation in proper manner. The management of company is able to solve this problem by hiring various local turkey people within company before starting their business operation in this market (Van Vliet and Dubbink, 2019). It is really too necessary task to Walmart, because without completing this task company will face huge problem in arrangement of different resources. Lack of knowledge in new market:When any company enter the new market segment, in which it not has full knowledge of that new market. In this situation, if any company not has proper knowledge of market, then it can’t positive results from that market. That’s why lack of knowledge is big problem of the Walmart. Currently company not ha proper knowledge of turkey’s retail industry. In this case, if company start their business operations in this market, then it can’t get effective results in this market segment. Top-level management is able to solve this problem by getting full knowledge of this market before entering. The marketing team of company is needs to be more active in it job role, because this team is mainly responsible to complete research of new market segment for its company. When Walmart enter the turkey
market after gaining whole information about existing market segment, then it can easily achieve their decided objectives on time in this new market segment. Existing market competition:Existing market competition is another big problem which Walmart and existing management can face while enter the new market segment. According many business experts, a business or company always faces big problem relating existing market competition (Mooya, 2016). Existing businesses and companies of a market always gives very tough competition to that company which recently started their business operations in that market. That’s why it is very big problem to Walmart, in which it can easily solve this problem by using some effective business strategies in this market. It need to run some productive marketing campaign when it will start its business operations in turkey. At the end, company will able to gain huge competitive advantage in this market by solving this problem. Strict government policies:Many times strict government policies of new market segment also become big problem to a company or business. For example; government of turkey has imposed high taxation on MNCs (multinational corporations). In this situation, Walmart has highly need to follow these different government policies when it runs their business operations in this market. That’s why it is also a big problem to company. Currently company is able to solve this problem by merging its own business with local company of the country. Top-level management of company should consider this solution factors in their business operations while enter the new market segment. On the other side, many times local government has imposed additional charges and duties on different businesses, in which it is also a problem to company (Piskunova, Voronchikhina and Akbar, 2018). Existing management of Walmart need to create some strong and effective strategies to systematically dealing with such problem in new market segment. 6. Strategic advice for the subsidiary to overcome the problems Wal-Mart needs to adopt different strategies to increase the efficiency to achieve their objectives and also increase their potential to compete in new market effectively. Company need to adopt diversification and market development strategy to increase the sales and opportunity to establish retail store in new market effectively. This is very essential for company to determine all the factors with the help of analytical tools for business environment. This also helps business to identify all the internal and external factors which will support retail company to attract more customers and attain better market share. This will also increase information of Wal-Mart to
implement innovation practice and gain better product segment which helps to increase customer satisfaction and make them loyal to the company effectively. Wal-Mart also needs to analyse market competitive which is very high in turkey market, so company needs to increase the potential of human resources to improve engagement level of customers and generate higher profit margins and compete in existing market. Market analysis helps to determine current trends of market to increase performance of business and adopt effective strategy to increase potential to gain better margins effectively(Vlacic, González-Loureiro and Eduardsen, 2019). With the use of innovation and motivation theories Wal-Mart will increase the internal performance to achieve its opportunities and increase its size to compete and attain core competency effectively. There are different types of market players and by mergers and acquisitions this will reduce the risk of competition from the market and help them to increase profit margins effectively. Wal- Mart also needs to determine the cost of operations and implement high quality technology and digital tools which increases the efficiency to understand all the market competitive strategy and make them more supportive. Wal-Mart also needs to understand all customer behaviour patterns so that it can reduce the gap of services and quality of products to increase the satisfaction level of customers effectively (Janjić and Rađenović, 2019). There is another segment which needs to be diversified and enhanced for reaching high class industry benchmarks; it has to increase knowledge of market share in diversified new segments which will enhance Wal-mart goodwill. There should be focus in employees training standards in bringing innovative product ranges which are delivered on various parameters, varied evolving customer segments and high competitive brands. Wal-mart is one of the biggest global brand offering high quality products, services to customers all over the world, but the changing hemispheres of digital business world have brought various changes and impacts on company production standards. There needs to be high focus built towards expansion of knowledge horizons within all levels of departments in company at Wal-mart which will bring new segments of products under portfolio. Wal-mart employees and leaders must build their synergyofgrowthwithfunnelofcreativityandinnovation,whichwillenableresearch breakthrough results to be implemented effectively. It is highly important to gain insights and knowledge on various new segments of products; services which will enable reach high end global benchmarks and competitively reach new parameters of work (Dowling, Noll and Zisler, 2019). The world dynamic scenario gives huge platforms to diversify their global integration
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
with various companies, brands where Wal-mart can reach the determined world class global goodwill standards. On the other side, the company can face problem which has based on exiting market competition. The marketing team of Walmart should be more active and energetic in its job role to effectively solve this problem. When company will start their business in new market, then it need to run some effective and productive market campaigns in initial stage. Reason is, if company will run such marketing campaigns in initial stage, then it can easily attract lots of people towards brand. It is too necessary tasks to this company, in which monument should complete these tasks. Otherwise, this company can’t achieve their decided goals in this new market. The company will need to offer some exclusive range of products and services to customers in this market, because exclusive products always help in attracting lots of customers towards brand (Yoboue, Yi and Antwi, 2017). It is able to use product differentiate strategy in their business environment to produce some exclusive range of products. This is one of best advices to company for solving this problem in new market segment. Currently most businesses or companies are gaining huge competitive advantage by employing digital marketing in their marketing activities. In this situation, Walmart is also able to gain huge competitive advantage through digital marketing. These all are some major advices which top-level management at Walmart need to considers while enter the new market segment. The company can gain positive results in new market by following these advices in its daily operations. CONCLUSION The brief study of the report given understanding about Wal-Mart which has explained reason behind the international expansion in term of organization performance, product and service range, market share of the company, competitive position of the business in the retail market. The report has been concluded strategic choices such as competitive pricing strategy, product diversification strategy, digital marketing, change management etc. which available for the parent company in the new international location. It has been summarized reason for choice of location for the subsidiary.There were several strategic methods like wide product line, corporate relationship management, low-cost product strategy etc. source of entry and possible
consequences in the new international location. The potential organization and managerial issues for the subsidiary operating in the new international environment can be concluded in report.
REFERENCES Books and Journals Bai,H.,2016.Anexaminationofforeignluxuryfashionandaccessoriesretailers' internationalisationstrategiesandpost-entryexpansionstrategiesinmainland China(Doctoral dissertation, Glasgow Caledonian University). Dowling, M., Noll, E. and Zisler, K., 2019. Innovation in the digital age. InThe Routledge Companion to Innovation Management(pp. 278-296). Routledge. Flamand, M., 2016. Studying strategic choices of carmakers in the development of energy storage solutions: a patent analysis.International Journal of Automotive Technology and Management.16(2). pp.169-192. Ghorbani,N.andBabaei,E.,2016.Exchangemarketalgorithmforeconomicload dispatch.International Journal of Electrical Power & Energy Systems.75. pp.19-27. Janjić,I.andRađenović,T.,2019.Theimportanceofmanaginginnovationinmodern enterprises.Ekonomika.65(3). pp.45-54. Končar, J. and Leković, S., 2016. The role of retail strategy in the development and efficiency of business on the global electronic market.Strategic Management.21(4).pp.22-28. Lauer, T., 2019. Generic Strategies, Outpacing and Blue Ocean-Discussing the Validity of Three StrategicManagementTheoriesUsingCaseStudiesfromAirlinesandGrocery Retail.Theory Methodology Practice (TMP).15(01). pp.57-66. Luoma, M., Risikko, T. and Erkkilä, P., 2016. Strategic choices of Finnish universities in the light of general strategy frameworks.European Journal of Higher Education.6(4). pp.343-355. Mooya, M. M., 2016. Standard Theory of Real Estate Market Value: Concepts and Problems. InReal Estate Valuation Theory.(pp. 1-21). Springer, Berlin, Heidelberg. Muñoz, C.B., Kenny, B. and Stecher, A. eds., 2018.Walmart in the global south: Workplace culture, labor politics, and supply chains. University of Texas Press. Murugan, B. and Francifca, P., 2019. A study on employee relationship management in retail sectorintrichy.SouthAsianJournalofMarketing&Management Research.9(3).pp.41-49. Piskunova,L.,Voronchikhina,M.andAkbar,T.O.A.,2018.THEWORLDLABOR MARKET. MAIN TRENDS AND PROBLEMS OF RECRUITMENT. InВесенние дни науки. ВШЭМ.(pp. 457-460).
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Tráng, B. T. and Dũng, N. C., 2019. Retailer’s perception of impact of ASEAN Economic Community on the growth of Vietnam retail market: A cognitive approach.Journal of Asian Business and Economic Studies.25(S02). pp.47-65. Van Vliet, M. and Dubbink, W., 2019. Evaluating governance: state, market and participation compared. InCreative Governance. (pp. 11-30). Routledge. Vidal, G.G and et.al., 2017. Strategic Choices of an Entrepreneur Using Statistical Decision Theory.Journal of International Business and Economics.5(1). pp.75-84. Vlacic, B., González-Loureiro, M. and Eduardsen, J., 2019. The Internationalization of SMEs: StrategicChoicesUnderaCognitiveApproach.InHandbookofResearchon Entrepreneurship, Innovation, and Internationalization(pp. 439-466). IGI Global. Yoboue, W. K., Yi, K. and Antwi, H. K., 2017. New paradigms in international market entry: A reflection on the present and the future.International Journal of Scientific Research in Science and Technology.3(3). pp.59-67. Online EDWARD FERGUSON.Walmart’s Mission Statement & Vision Statement, Generic & Intensive Strategies.2019.[Online]AvailableThrough:-<http://panmore.com/walmart-vision- mission-statement-intensive-generic-strategies> Share of Walmart's net sales worldwide in 2020, by division.2019[Online] AvailableThrough: - <https://www.statista.com/statistics/269415/share-of-walmarts-net-sales-by-division/>.