By Group 2E : Abbie Hui Brenda Chan Cecilia Kwan Fiona Lam Kelly Yu Kristie Sze.
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Transcript of By Group 2E : Abbie Hui Brenda Chan Cecilia Kwan Fiona Lam Kelly Yu Kristie Sze.
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By Group 2E :
Abbie Hui Brenda Chan
Cecilia Kwan Fiona Lam
Kelly Yu Kristie Sze
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Outline
Competitive advantages Competitive advantages SustainabilitySustainability RecommentdationRecommentdation
Analysis of China marketAnalysis of China market Expansion strategy in ChinaExpansion strategy in China E-commerce in USE-commerce in US
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Competitive advantage
Cost AdvantageCost Advantage Cost effectivenessCost effectiveness Superior Distribution ModelSuperior Distribution Model
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WalmartWalmart
ManufacturersManufacturers
WalmartWalmart
CustomersCustomers
Manufacturers
Distributors
Wholesalers
Retailers
Manufacturers
Walmart
Customers
Customers
Tradtional Walmart
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Competitive Advantage
Human Resources ManagementHuman Resources Management Emphasis on the role of associatesEmphasis on the role of associates Incentive for associatesIncentive for associates to perform bettto perform bett
erer
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Competitive Advantage
Flexibility and ResponsivenessFlexibility and Responsiveness Management of Information SystemManagement of Information System Efficient Decision MakingEfficient Decision Making Latitude to Set PriceLatitude to Set Price
Committed to ‘Everyday Low Price’ Committed to ‘Everyday Low Price’ PhilosophyPhilosophy
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Sustainability
Embedded into the company-- Embedded into the company-- durabledurable Intangible--Intangible--ImmobileImmobile Multi-dimensional competitive advantageMulti-dimensional competitive advantage
----causal ambiguitycausal ambiguity
Overall: sustainableOverall: sustainable
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Discount Store
Government policies to encourage Government policies to encourage foreign investmentsforeign investments
Intense competitionIntense competition UnfavorableUnfavorable
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Sam’s Club
Buy in small quantitiesBuy in small quantities Reluctance to pay membership fee Reluctance to pay membership fee Few warehouse clubs in China Few warehouse clubs in China New and pleasant shopping environmentNew and pleasant shopping environment Good management control skill of Wal-Good management control skill of Wal-
MartMart favorable favorable
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Supercenter
One-stop shoppingOne-stop shopping Low price sensitivity of Chinese customerLow price sensitivity of Chinese customer
ss Lack of capital and expertiseLack of capital and expertise Suitable market nicheSuitable market niche favorablefavorable
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China Market
Discount Store Discount Store Sam’s Club Sam’s Club SupercenterSupercenter
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Implementation on Growth Strategy in China
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External Marketing StrategyMarketing Strategy
Positioning:Positioning: High quality, U.S. and global branded High quality, U.S. and global branded productsproducts
Target MarketTarget Market: The middle-class, citizens in : The middle-class, citizens in modernized citiesmodernized cities
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External (cont’d) Product StrategyProduct Strategy
Products:Products:SAM’s ClubSAM’s ClubSupercenterSupercenter-increase the percentage of foreign -increase the percentage of foreign
branded products branded products Services:Services:
Premier Customer Service: “SatisfacPremier Customer Service: “Satisfaction Guaranteed Policy”tion Guaranteed Policy”
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External (cont’d)
Pricing StrategyPricing Strategy ““Every Day Low Price”Every Day Low Price” Flexible Pricing System:Flexible Pricing System:
each store can set their prices each store can set their prices accordinglyaccordingly
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External (cont’d) Promotion StrategyPromotion Strategy
AdvertisingAdvertising build up brand awareness and imagebuild up brand awareness and image
Credit Bonus Awards Program:Credit Bonus Awards Program: encourage consumers’ repeat purchase encourage consumers’ repeat purchase
and build their loyalty and build their loyalty
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Internal Adopt and modify the major capabilities Adopt and modify the major capabilities
and competitive advantagesand competitive advantages *Special attention to cultural difference!*Special attention to cultural difference! Human Resource ManagementHuman Resource Management
Hire locallyHire locally Regular training and refresher courseRegular training and refresher course
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WalMart.com : Facts
Jan 2000 : Jan 2000 : E-shopping service launchedE-shopping service launched Separately managed : Accel PartnersSeparately managed : Accel Partners WalMart owns 80% WalMart owns 80%
Website currently shut downWebsite currently shut down
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WalMart.com : Challenges
Increasing Internet accessIncreasing Internet access 40% of towns do not have access40% of towns do not have access Recommendation Recommendation outsource outsource
Channel conflictChannel conflict How not to lose sales to physical storesHow not to lose sales to physical stores Recommendation Recommendation market segmentat market segmentat
ionion
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WalMart.com : Challenges
Providing quality customer serviceProviding quality customer service Ranked last Ranked last (Source : Resource Marketing of Col(Source : Resource Marketing of Col
umbus, Ohio, 2000)umbus, Ohio, 2000)
A bad search engine, slow to loadA bad search engine, slow to load Recommendation Recommendation Provide customer Provide customer
relations management traningrelations management traning
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Conclusion
Sustainable Competitive AdvantagesSustainable Competitive Advantages Cost Advantage, Flexibility, Cost Advantage, Flexibility,
Responsiveness, HRMResponsiveness, HRM Causal Ambiguity Causal Ambiguity
Growth StrategyGrowth Strategy Expansion in ChinaExpansion in China E-commerce in USE-commerce in US
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Q & A
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Growth of WalMart.com
By mergers, buyouts and partnershipsBy mergers, buyouts and partnerships companies with engineering and retailing talentcompanies with engineering and retailing talent eg After buying HomeWareHouse.com, form neg After buying HomeWareHouse.com, form n
ew platform ew platform partnership with Groove Networks, providing ppartnership with Groove Networks, providing p
hotograph sharing servicehotograph sharing service Goes publicGoes public
resources and fundingresources and funding