In: Business and Management

Submitted By 16333424
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In 2006, shortly before the market exit, the executive team of Wal-Mart had several alternatives to minimize financial losses and re-establish lost reputation. The first option for them was to create joint venture agreements with German retail chains. These agreements would help the corporation to reduce investment risk, as local players are well aware of the German consumer’s shopping habits and preferences. Furthermore, they would allow the firm to understand the legal environment in Germany. However, there are challenges attached to this option. Collaboration can only be successful with the right local partners in terms of having similar suppliers, strategies, and operations. The second option for Wal-Mart was to exit the German market, as it would enable company to focus its resources to profitable locations around the globe. The third option for Wal-Mart was to re-establish its presence in German markets by setting up a new company with a new name. That would allow the company to stay in the market while simultaneously fixing its reputation. To address the issues with the store layout, management should adjust to local preference by implementing the new stores in smaller units.

Walmart needs to evaluate several market entry strategies before entering new market. The first option for Walmart is to create joint venture agreements with local partners as it helps them to reduce its investment risk and understand the local culture. However, there are challenges attached to this option. Collaboration can only be successful with the right local partners in terms of having similar suppliers, strategies, and operations. The second option is to setup a local subsidiary in the new market and adopt the business model based on socio-cultural context. The third option for Walmart is to create a new brand name by entering new markets. This can be achieved by…...

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