Please read the two assigned articles on international operation of Walmart in China and answer ALL the THREE questions.
CASE STUDY SOURCES:
1- Why Walmart Stumbled on the Road to China (LINK)
To access this article from Fortune website you need to subscribe which is not free. You can have access to this article from HERE
2- Why Wal-Mart Never Picked Up In China? (LINK)
Additional Source: Walmart Can’t Conquer All Countries
SOURCE: Hill, CWL (2017). International Business: Competing in the Global Marketplace. 11th edition. New York: McGraw-Hill. Pages 613-614.
ACCESS TO THIS CASE STUDY: Alternatively, you can access the case study from HERE
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DEADLINE: individual Assignment due Thursday 24 March 2022 at 12:00 noon UK time
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CASE QUESTIONS:
• Question 1: Critically analyse the Microenvironment of Walmart in China and explain why Walmart has not historically been successful in China. (750 words)
• Question 2: (1300 words):
a) Analyse the different income segments of the Chinese market (low, middle and high segments) and explain the opportunities and challenges in each income segment from the perspective of Walmart.
b) Given the opportunities and challenges in each income segment, what market positioning strategy would you recommend for each segment to enhance the prospect of Walmart in China?
• Question 3: Using Bartlett and Goshal Model of International Growth, which strategy would you recommend for Walmart’s operations in China? (750 words)
Instructions for Referred Assessment BSM936:
• You need to answer all the three questions.
• The maximum word count per question is specified at the end of that question. Overall, the essay should not exceed 3000 words (University regulations permit +/- 10%). This word count does not include references, tables, figures, and charts.
• Your essay needs to include a short introduction (200-250 words) and the answer to the case questions (with the above-mentioned word limit for each question). Please note that for this essay a separate conclusion part is not required.
