A Super-centre provides traditional Wal-Mart products as well as a grocery store, auto centre, and independent restaurants, banks, and hair salons. Since Wal-Mart began these one-stop shopping centres in 1987, Wal-Mart Super-centres have grown to be the largest hypermarket chain in the world and one of the largest grocery retailers in the United States. .
International. It focus on core Wal-Mart values of "Service to the Customer", "Respect for the Individual", and "Strive for Excellence" , provide the formula for success worldwide. Its International has grown from a $3.7 billion dollar sales business in 1996 to $35.5 billion in projected 2002 sales, while operating income increased 31 percent over the previous year. Today, Wal-Mart has operations with over 1100 stores around Canada, Latin America, Asia, and Europe.
In the following sections will determine what steps Wal-Mart take to enter the Chinese market. The section I of this report will explore internal & external (SWOT) about Wal-Mart in China. In the section II will examine strategies based on the objectives in China's market. Finally, the report will conclude and give some relevant recommendation about Wal-Mart's marketing in China.
SECTION I MARKETING ANALYSIS .
China market analysis.
The starting point of developing any marketing plan is to analyse the nature of the environment where it operate. The world's largest chain-store retailer, US-based Wal-Mart, set up shop in China 6 years ago and currently has 22 outlets in 9 cities. At present, the purchases of Wal-Mart in China account for at least 5 to 6 per cent of its global sales. .
China opens to outside investments.
China has established special economic zones in Shenzhen, Zhuhai, Shantou and Xiamen, and designated the entire province of Hainan a special economic zone in 1980. In June 1995, the State Council published a "Directory of Guidelines for Foreign Investment," which included guidelines covering retail and wholesale enterprises, and the distribution of goods and materials.
