Entry Strategy Used By Wal Mart Commerce Essay

This article examines Wal-Mart as a research study. An advantages of the history, aims and strategy was initially evaluated. It later continued to determine what motive the company into international strategy using supplementary data obtained through Websites and journal articles. Considering Wal-Mart functions in about 15 different countries its admittance into Brazil was looked into.

The accessibility strategy employed by Wal-Mart was analyzed using the four categories of timing of access, market choice, and investment range and entry setting. The company's corporate and business strategy was analyzed and it was reviewed in terms of whether Wal-Mart strategy was Global, Multi-domestic and Transnational. Wal-Mart strategy was concluded to be more on the transnational strategy as it got into consideration its global strategy and local strategy as well.

Wal-Mart is known for being a business that has competitive advantages in logistics and customer service which can be among its practical research. The logistics was analyzed completely as the main functional analysis influencing Wal-Mart in its entrance into Brazil.

Finally, recommendations received on what Wal-Mart could do better when stepping into another international Market and a realization was made.


This report talks about the Wal-Mart was initially established in the us in 1962 by Sam Walton. Wal-Mart is recognized as one of the World's Largest merchants providing more than 200million customers and associates per week (Walmartstores. com).

As at 2010, its fiscal time sales was $405 billion and is one of the Worlds's most popular Companies Survey. Wal-Mart has over 8400 stores in 15 different countries (Wal-Mart. com) due to its need for globalisation.

In this statement, Wal-Mart entry into Brazil would be looked upon permitting the discourse on what motivated the firm into globalisation, its admittance strategy into Brazil, its commercial strategy that allows it success and its functional analysis. Secondary data's would be utilized for this examination.

Firm Motivation

In order to be able to analyse Wal-Mart's entrance strategy, it might be worthwhile to comprehend what encouraged the organization into globalisation. Management realised, that by the 2000 the market in america would become saturated and reduce their market share and made a decision to extend global.

Also in 1990's, Wal-Mart was facing stiff competition from key players such as K-Mart and target (Angela da Rocha 2002). Both of these companies were taking up Wal-Mart market share and widening their global strategy.

The competition strategy used by Concentrate on and K-Mart remaining Wal-Mart with no choice than to type in the international market with the purpose of increasing market share and sales of the company. Wal-Mart presumed in its power and technology development to assist in markets abroad.

Wal-Mart was also determined in conditions of thinking about the benefits of economies of range and scope obtained through globalisation. Wal-Mart deals with major international companies like Unilever (food products) which includes its own international operations therefore which consists of large size to demand deeper discount on items (Hills 2008). Also, another reason Wal-Mart may have made a decision to entry Brazil could be due to knowledge and skills to be gained by other organizations competing in that country and also integrate the knowledge obtained into other businesses in the foreseeable future.

Diagram derived from: http://www. themanagementor. com/kuniverse/kmailers_universe/mktg_kmailers/wal-mart. htm

The diagram above details the competitive advantage that Wal-Mart has in order for it to internationally encourage to go into different marketplaces.

Entry Strategy

According to Hill 2008, there are four types of entry strategies employed by firms they are as following using Wal-Mart as research.

Market Choice

In 1994, Brazil experienced a new thrust throughout the market where there was execution of lower inflation. This increased the purchasing power of Brazilians and also increased economic growth, Wal-Mart saw this as an possibility to invest in the country. In 1995, Wal-Mart commenced functions in Brazil; Wal-Mart joined Brazil to become able to obtain the benefits to be derived from the actual demand of the populace and potential the financial growth Wal-Mart did not use a unitary strategy to enter different countries.

The collection of market choice was predicated on the comprehensive information of the business enterprise, competitive and monetary environments of the country of functions. Govindarajan and Gupta stated "After choosing the united states, and understanding the surroundings, the management at Wal-Mart would decide on the best accessibility strategy. The choice mixed from starting new stores from scuff (to acquisitions), joint endeavors, and alliances. Wal-Mart establishes its occurrence in local marketplaces by first understanding the uniqueness of each market, and then by adapting its business design to suit that market.

Entry Mode

Wal-Mart, through relationship with Lojas Americanas which one of Brazil's leading discount store chain moved into Brazil. Wal-Mart chooses to possess 60% whereas Lojas Americanas would retain 40% which really is a joint venture. Wal-Mart supports 60% makes decision making easier has they control a larger percentage of the company and can make quick and managerial decision in comparison to if it was 50:50.

According to the data founded by Hill 2008, UN projected that some 40-80% of Foreign Direct investment were in form of mergers and acquisition. It is straightforward to execute jv than to start a firm from damage. Within the time taken to start out a company right from the start a competitor may have bought another company within the united states and limit the marketplace show to be obtained. Joint Venture makes it easier for Wal-Mart to meet its purpose to become a globalised company in international market.

The logic behind this partnership and its own success is the fact that Lojas Americanas earns the social integration whilst Wal-Mart earns the managerial skills and resources needed for the partnership to work. Wal-mart decided to start Supercenters (50, 000 different items) and Sam's Team stores (buyers team which required a charge for account) because it presumed its discount procedures would work. The thought of the Supercenters was to provide a new product mixture and varieties for the Brazilian market at most affordable price.

Timing of Entry

Wal-Mart got into Brazil as a first mover gain as technology was not easily available in Brazil during entrance given them a competitive edge against Carrefour. This helped the overall economy to imitate the technological advancement and incorporate them into other businesses. Although, the writing of technology was an edge it could are also a disadvantage as Wal-Mart was showing its knowledge with its competitors and this could have been used against them.

Investment Scale

Wal-mart came into with Lojas Americanas that was known because of its aggressive strategy in working with businesses thereby supporting Wal-Mart gain an advantage. It joined with US$120 million to construct its stores with one in the largest city (Kotabe 2003). It moved into at a sizable scale to be able to get competitive advantage this may are also a problem if Wal-Mart failed in Brazil in that way losing the revenue used in entrance.

According to Kotabe 2003, it was stated that "Wal-Marts objective was to accomplish number one shop position in Brazil and in order to do that they setup a logistics and communication system competent of helping no less than 80 models in the Brazilian Market"

Wal-Mart also hired Brazilian professionals who understood the market, civilizations, and customers and would be able to manage the business effectively. Wal-Mart continuing trading into Brazil gets the demand was becoming more than the source for their manufactured goods and services.

Corporate Strategy

According to Sam Walton, Wal-Mart strategy is 'low prices always'. Wal-mart is recognized as Wal-Mart greeters where customers enter in the store and they're greeted 'with a great face' a, huge teeth and a shopping cart software (Burbano 2004). Wal-Mart also offered interest of employees at disposals of consumers aiding them as they enter into the stores.

Wal-Mart company strategy is dependant on four pillars cost leadership, customer orientation, logistics and information technology (Angela da Rocha 2002). Fig 1 clarifies the reason why such as pressure from local responsiveness and pressure from global integration helps in determining the organization strategy of the organizations. Whenever a company such as Wal-Mart decides a commercial strategy it requires to choose how strong would the pressure of global integration or the pressure of local responsiveness impact its overall objective?

Global Strategy

In terms of Wal-Mart being truly a global strategy based in the beginning they prided themselves on being global. It brought the ethnicities, product, ways and products of america into Brazil and thought it might work since Brazil cannot vary from America. It had been later realised that it would not work and it modified it strategy by including the culture of the Brazilians and the merchandise to gratify customer needs.

Multi-Domestic Strategy

In terms of localization strategy, Wal-Mart could not be seen as being localised because it never forgot its strategy of minimum prices and it included a few of its American product as well as Brazilian products in the market.

Wal-Mart had to change its product from being USA target and included variety of product that was an fascination to the Brazilian people. Wal-Mart prides itself on being truly a customer focused in terms of good service, product at most affordable prices. Wal-Mart provides so it has a global strategy but it is also locally centered we people individuals first (Walmartstores. com)

Transnational Strategy

Wal-Mart may be regarded as a transnational company in conditions of the striking the balance between global standardization of operating strategy and local customization of store design and stocking practices. Wal-Mart took into account what the Brazilians want by purchasing product from the local manufactures in so doing integrating the cultures and customer needs. Also Wal-Mart changed to the problem of Brazilian market by increasing the deadlines of delivery by makes, it didn't use the United Point out to bring in the merchandise.

Functional Analysis

In order for Wal-mart to reach your goals in its chosen country it needs to are a team with different departments. The departments such as Marketing, Purchasing, HRM, Logistics and Circulation etc get together to analyse the facts and decide what's best for the company's procedure in the chosen country. Wal-Mart prides itself on its logistic systems being that it permits the company have competitive edge over its challengers.

As Wal-Mart started out procedure the demand of these merchandise was increasing compared to the supply that they had in store. The checkout lines were longer than expected; there was storage of car parking space, traffic congestions and hostile reaction from Carrefour its competition.

In compliance with Kotabe 2003, Wal-Mart experienced an alarming 40% stock out rate in Brazil, when compared with 5% in america. Even though the stock out rate has reduced since, the condition is far from being completely removed.

Brazilian suppliers are lagging behind the U. S. counterparts in logistics technology as that level of technological advancement has not been reached, thus making computerized inventory management systems useless. On top of that, the presences of traffic congestion present another major task to persistence and predictability in way to obtain both Wal-Mart stores and syndication center.

At the time of entry, Brazil was in no contrast to the United States in terms of technological growth. Wal-Mart assumed that its logistics was sufficient to help them in Brazil; what they failed to consider was the population of the Brazilian people and the demand for their goods. Consumers were eagerly considering the low prices of items sold by Wal-Mart, and there is no indicator of stress of vacationing long distance to acquire merchandise.

Wal-Mart got a versatile logistics, which enabled it realize the problem the problem of distribution and travel costs from the United State into Brazil. It decided to set-up alliances with local suppliers to deliver some goods that the store needed. This enabled reduced costs anticipated to reduce transport and petrol by drivers with their trucks and due to the technology it got it was able to determine the quality of the products.


When Wal-Mart decides to enter into a global market it needs to fully understand the market and the potential demands, political and supplier's issues in order to be fully ready for adverse reactions. Wal-Mart feels in its logistics as you of its competitive benefit and believes it could help them in virtually any market. It is recommended, that they put into account the likes and ethnicities of consumers and how they would be able to adapt to the countries ways of doing things. It is strongly recommended that Wal-Mart could go quite a distance in benefiting internationally if the above mentioned recommendations are considered.


In this article, the drive of Wal-Mart into internationalisation was analysed. Also, the access strategy which included the marketplace choice, the timing of entrance, the sort of entry setting and the investment size was analysed. The organization strategy of Wal-Mart whether it being multi-domestic, global or transnational was analysed. Its practical analysis was evaluated as well considering its logistics system. It was done with a recommendation on what the business could do better in fir another access into another market.

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