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1、Wal-Mart General Environment Analysis-A retailing dominator in the world沃尔玛企业战略规划研究 The Wal-Mart Empire 沃尔玛企业战略规划研究Geographic Distribution: small towns during its infancy and close to major cities by 2003.Population Size: 5,000 to 25,000 in small towns and great number of people in its global locati
2、ons.The world economy is in general weakness and the environment prevailed is uncertain.Discount retailing had evolved into a global industry. And the globalization trend is now increasingly strong沃尔玛企业战略规划研究The Immigration and Naturalization Service of the U.S. government examines whether companies
3、 hires illegal immigrants in contravention of the law.There are laws such as labor law that protects labors rights and others that forbidden gender discrimination. And Wal-Mart faces many suit from its employees.沃尔玛企业战略规划研究In rural areas, a steady job at a decent wage was all that was wanted by the
4、residents, so labor costs are low.As the labor force has increased, it has become more diverse as more women and minorities have enter the labor force. The percentage and status of women both increased.The union has a more strong power and always want to bring more labors under there fold.Peoples co
5、nsciousness of their rights as consumers has been more strong.沃尔玛企业战略规划研究Technological change is in a rapid pace and competitive advantage is more and more derived from newly emerging technologies.Internet and wireless forms of communications such as private satellite network are important technolog
6、ies nowadays.Good logistics system and deliver system are important factors which influence efficiency, i.e. volume and inventoryturn velocity, of retail companies.沃尔玛企业战略规划研究Globalization trend is more obvious now and companies search to move into international markets by acquisition or setting up
7、new branches to extend their reach and potential.Sociocultural and institutional attributes are quite different in global markets.Risks also exists in global markets for countries such as Brazil and Argentina are quite unstable given the fluctuating fortunes of their respective economies.沃尔玛企业战略规划研究
8、Dominating global retailingGlobalization trend is the main opportunities for Wal-Mart. As Mr. Menzer observed, “fashion starts in Europe. fashion starts in Europe. Next stop is now South America, because they are Next stop is now South America, because they are half a season behind. We are able to f
9、orecast U.S. half a season behind. We are able to forecast U.S. buying patterns by what happens in South America. buying patterns by what happens in South America. That is globalizationThat is globalization.” Whats more, globalization provides a wider market for Wal-Mart to explore profit and realiz
10、e its potential since international operations accounted only 17 percent of its total revenues.In rural areas where Wal-Marts rural network is still intact, competition is minimal and the local labor and real estate costs are much lower compared to those in larger cities. Key Opportunities 沃尔玛企业战略规划
11、研究Being big is not so easyExperienced competitors such as Dollar General and Carrefour are niche-based challengers who deserve careful watch out.Pending lawsuits filed by its employees about “overtime work without any pay” and gender discrimination may cause huge influence about its image, and its a
12、lso examined by immigration and naturalization service for whether hiring illegal immigrants.On its Wal-Martization way, different socioculture and competing environment such as those in Brazil, Argentina, Germen and source Korea, may become stumbling blocks.Given the large size and reach that the c
13、ompany had built, many feared that it has been too powerful. “self-appointed censor” Key Threats沃尔玛企业战略规划研究 Porters Five Forces Model analysis of the global retailing industry沃尔玛企业战略规划研究Threat of new entrantsBarriers to entry:v economies of scale: the discount retailing had evolved into a global ind
14、ustry, and big companies such as Wal-Mart and its counterparties had cornered a significant chunk of the global retail business, so they can cut a lot of excess costs and pass on some to the end customers.v capital requirement: to establish its own communication system, and to invest in building up
15、tens of thousands of stores, the capital requirements are high.v switching cost: though all retailing companies try to maintain a price as low as possible, customers can switch to other stores if they want, so the switching cost is moderate.v access to distribution channels: these can be strong entr
16、y barrier for new companies have to build up their own channels.vExpected retaliation: there are many powerful companies and niche-based challengers in this industry, they have the capacity to take vigorous retaliations when new retailers enter this industry.沃尔玛企业战略规划研究Bargaining power of suppliersF
17、or suppliers need retail companies more than retail companies need them, so retail companies may require suppliers about certain products and technologies (RFID in packaging, for example) and dont allow suppliers to increase their prices.Whats more, suppliers are demanded for on-time- delivery and m
18、ay be punished for late delivering. In a word, bargaining power of suppliers is weak.沃尔玛企业战略规划研究Bargaining power of buyersThe buyers are tough negotiators and demanded a wide array of price and service concessions. Retail companies have always been trying to keep low price by keeping down suppliers
19、prices because they always wanted consumers to get the same quality over time in the lowest price possible. However, some companies may have too big a market share resulting that consumers do not have many alternatives. For example, Wal-Mart in U.S. individually responsible for selling 35% of all pe
20、t food, 24% of all toothpaste, and the largest volume of jewelry, groceries, DVDs and so on.沃尔玛企业战略规划研究Threat of substitute productRecently, some retail companies intensified their promotion of their own labels and brands that compete directly against each other. These products with high quality and
21、 low price face little threat of being substituted.In the other side, the products sold in their stores and the price are quite similar, so consumers may switch to other retailers products.So the threat of substitute product is moderate.沃尔玛企业战略规划研究Intensity of rivalry among competitorsThe competitiv
22、e battle in retailing business is fought largely in terms of their ability to lure shoppers on their merchandise mix, price offers, and convenience. Major retail companies have the ability to please shoppers by satisfying their needs and participate this kind of fierce competition. And international
23、 expansion and competition are now more and more normal and transcend mere national boundaries. According to comparative statistics for large U.S.-comparative statistics for large U.S.-based discount retailersbased discount retailers, the return on assetsequitysales rate are relatively similar, so t
24、he competition is still fierce. Whats more, the fixed cost of retailing industry is high, and there are numerous of retailers.沃尔玛企业战略规划研究Conclusion Attractive industry with high profit potential Weak bargaining power of suppliersFew threats of new entrantModerate threats of substitute productModerate bargaining power of buyers Intense rivalry among competiters沃尔玛企业战略规划研究沃尔玛企业战略规划研究
