As a global retailer, Walmart’s marketing managers must be able to identify and understand consumer needs in markets outside of the U.S. Marketing programs for overseas markets must fit the needs of diverse cultures while remaining aligned with the company’s overall positioning strategy. Developing a global strategy is challenging and requires consideration of multiple factors to be effective in a variety of market settings.
1. Review course content and conduct additional internal and external research on the elements of a global strategy for retailers.
2. Use your research and the course content to respond to the following:
a. Assume that you have been chosen to help Walmart’s marketers evaluate the possibilities for expanding its global strategy into a new market area. The area you have been assigned to evaluate is Central/Eastern Europe.
-Identify and explain one opportunity that expansion into Central/Eastern Europe presents for the Walmart organization.
-Identify and explain one challenge that expansion into Central/Eastern Europe presents for the Walmart organization.
