Global Marketing: Selecting International Markets and Marketing Strategies

Global Marketing
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Executive Summary
Global marketing is one of the important part of general business management in which
companies market their products as well as services locally as well as nationally. Selection of
modes of market entry plays a vital role if companies want to enter the new market for
expanding business and accomplishing goals. Franchising, licensing joint venture are some
modes of market entry that can be chosen by companies. Selection of market entry modes
depend on some factors such as financial stability of company, relation with suppliers and others.
For selecting international market, companies require focusing on several factors such as
customers requirements, their needs, market trends, economic condition and others. Analysis of
all these factors play a vital role in making better decision and accomplishing goals. Marketing
strategies also considered the main key of success of company and some main effective
marketing strategies that can help companies in promoting their goods and attracting customers
include: communication mix, discounts and others.
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Contents
INTRODUCTION...........................................................................................................................3
Brief background.........................................................................................................................3
MAIN BODY..................................................................................................................................3
Selecting two International market..............................................................................................3
Reasons of selecting these markets by Wal-Mart........................................................................5
Method of market entry used by Wal-Mart along with effectiveness.........................................6
Potential marketing strategies......................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Brief background
Walmart is based on the American multinational retail corporation that can operates a chain
of hypermarkets, discount departmental stores and other kind of grocery shops. It is one of
leading organization that provide various kind of product as well as service to their potential
consumers in global world.
This company was established in 1962 by Sam Walton in which incorporated on 1969. It has
owned and operates Sam’s Club retail warehouses. There are approximately 11, 000 stores and
clubs in 27 different countries, operating under multiple 56 names (Courtemanche, Carden and
Ndirangu, 2019). Walmart is one of the largest company by its revenue and expanding their
business within international markets such as China, South Korea.
MAIN BODY
Selecting two International market
Walmart has been already establishing their business in Chinese market, usually it began in
1996 with opening of super centre and Sam club. The company was provide the various kind or
products related the foods, clothes, household appliances and other grocery. For purpose of
business expansion, The Walmart super centre provide one stop shopping experience which are
attracting more and more consumers.
Walmart entered in South Korea market in 1990 for purpose of international expansion.
However, it had a major failure in market and few years ago. Walmart left, did not translate well
in Korea. Initially, company has been tried to establish the business in South Korea so that they
can perform different tasks, while selecting the appropriate criteria (Magnani, Liu and Banerjee,
2019). As continue to focus on putting some efforts where it can directly impact on the growth
strategy, which became increasingly that in South Korea’s current environment or environment.
Sometimes, it is very difficult to reach the scale and contribution to business growth or
development in global marketplace.
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