沃爾瑪企業(yè)戰(zhàn)略規(guī)劃研究ppt課件

1、Wal-Mart General Environment Analysis-A retailing dominator in the world The Wal-Mart Empire vGeographic Distribution: small towns during its infancy and close to major cities by 2003.vPopulation Size: 5,000 to 25,000 in small towns and great number of people in its global locations.The world econom

2、y 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 strongvThe Immigration and Naturalization Service of the U.S. government examines whether companies hires illegal immigrants in c

3、ontravention of the law.vThere 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.vIn rural areas, a steady job at a decent wage was all that was wanted by the residents, so labor costs are low.vAs t

4、he 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.vThe union has a more strong power and always want to bring more labors under there fold.vPeoples consciousness of their rights as consu

5、mers has been more strong.vTechnological change is in a rapid pace and competitive advantage is more and more derived from newly emerging technologies.vInternet and wireless forms of communications such as private satellite network are important technologies nowadays.vGood logistics system and deliv

6、er system are important factors which influence efficiency, i.e. volume and inventoryturn velocity, of retail companies.vGlobalization trend is more obvious now and companies search to move into international markets by acquisition or setting up new branches to extend their reach and potential.vSoci

7、ocultural and institutional attributes are quite different in global markets.vRisks also exists in global markets for countries such as Brazil and Argentina are quite unstable given the fluctuating fortunes of their respective economies.Dominating global retailingGlobalization trend is the main oppo

8、rtunities for Wal-Mart. As Mr. Menzer observed, “fashion starts in Europe. Next stop is now South America, because they are half a season behind. We are able to forecast U.S. buying patterns by what happens in South America. That is globalization. Whats more, globalization provides a wider market fo

9、r Wal-Mart to explore profit and realize 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 lar

10、ger cities.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, a

11、nd its also 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 th

12、at the company had built, many feared that it has been too powerful. “self-appointed censor Porters Five Forces Model analysis of the global retailing industryThreat of new entrantsBarriers to entry: economies of scale: the discount retailing had evolved into a global industry, and big companies suc

13、h 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. capital requirement: to establish its own communication system, and to invest in building up tens of thousands of stores,

14、the capital requirements are high. 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. access to distribution channels: these can be strong entry barrier for new companies hav

15、e to build up their own channels.Expected 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.Bargaining power of suppliersvFor suppliers need retail companies more th

16、an 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.vWhats more, suppliers are demanded for on-time- delivery and may be punished for late delivering. vIn a

17、 word, bargaining power of suppliers is weak.Bargaining power of buyersvThe 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 prices because they always wanted consumers to get

18、 the same quality over time in the lowest price possible. vHowever, 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 pet food, 24% of all toothpaste, and the largest vo

19、lume of jewelry, groceries, DVDs and so on.Threat of substitute productvRecently, some retail companies intensified their promotion of their own labels and brands that compete directly against each other. These products with high quality and low price face little threat of being substituted.vIn the

20、other side, the products sold in their stores and the price are quite similar, so consumers may switch to other retailers products.vSo the threat of substitute product is moderate.Intensity of rivalry among competitorsvThe competitive 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 b