英国商科指导assignment经典案例—沃尔玛进入越南的市场战略分析_case study_论文格式

对于一个公司来说，采取什么养的市场战略直接关系到公司是否能取得成功。随着国际经济的发展，越来越多的跨国公司出现。跨国公司大量的出现给了更多的学者来分析其深层次原因。此外，这些跨国企业特别是那些像沃尔玛类的大型企业更倾向于选择发展中国家作为市场，如中国和越南。近年来，越来越多的跨国公司把方向从中国改到越南。本文将通过分析环境和沃尔玛目前的形式来找出原因。根本目标是针对越南沃尔玛的发展给出建议。沃尔玛在1962年由Sam Walton建立。经过四十多年的发展，它成为了世界上最大的私人企业和零售店。目前，沃尔玛在全球拥有将近6600家的分店和超过1800万的员工。其业务分布于15个国家。每周其顾客流量达到1750万。沃尔玛的一个明显特点就是价廉物美。它有三种销售方式，包括购物广场，山姆会员商店和沃尔玛社区店。沃尔玛购物广场可以帮助顾客在省钱省时间的情况下买到相关商品；山姆会员商店提供了针对品牌商品的优惠价格；沃尔玛社区店给社区里的人们提供了更加便宜的一样的商品。

1.Introduction介绍
With the international economy development, more and more multinational companies emerging.The bluring of multinational companies gives the reason for more and more scholars to analyze the deep reason of it. Furthermore, those multinational companies especially companies on a large scale like Wal-Mart is more inclined to choose to develop its market in developing countries like China and Vie nam. Recently, more and more multinational companies change their focus from China to Vietnam. The present paper is intended to research the reason through analyzing the environment and present situation of Wal-Mart. The final goal of the report is to give recommendations for the Vietnam Wal-Mart developing. Wal-Mart store is set up in 1962 by Sam Walton.With the development of over 40 years,it becomes the largest private company and the largest retail store in the world. At present, Wal-Mart owns around 6600 stores in the world with over 18 million employees. Its business covers 15 countries. Every week there are around 17.5 million customers in Wal-Mart. ( Baker,2008 ). The obvious character of Wal-Mart is cheap price with high quality goods. It has three sales forms which include shopping plaza, Sam’ club and Wal-Mart neighborhood market. The shopping plaza helps customers save the money and time to get the relatively good goods. Sam’ club offers the brand goods with favorable price. Wal-Mart neighborhood offers the cheap price and consilience for the public in community.

2. Environment analysis环境分析
Wal-Mart environment analysis includes the international environment and Vietnam domestic environment.Both of these two environment have advantages and disadvantages.

2.1.External environment analysis外部环境分析
In regard to the advantages of external Environment for Wal-Mart, it includes free trade, optimistic attitudes toward foreign investors , respect for intellectual property rights and bad situation.
Firstly, with the development of global economy, multinational companies become common . In order to make the international business more smoothly, free trade is taken by Vietnam.
According to Homburg, Christian; Sabine Ester, Harley Ohmmeter ,On the one side, free trade could help build friendship between Vietnam and other countries, on the other side, free trade creates the win to win situation for each country.In order to bring in more international companies, Vietnam takes adopt of free trade strategy(Homburg and Chiastic,2009). It’s not only favorable for Vietnam, but also appreciated by Wal-Mart.Free trade stragegy decrease the cost of the international company.

Secondly, international environment drives every country to hold the optimistic attitudes toward foreign investors. In order to bring in more international profit and promote local economy, Vietnam have the optimistic attitudes toward foreign investors. Especially for the Wal-Mart, the largest palatial store in the world, is very favorable by Vietnam.

Thirdly, the increase of the respect for intellectual property rights like brands. With the improvement of life quality, the public put more attention to property rights. Besides, the development of actuation also improve quality of the nation. It drives the whole country to have more respect for intellectual p ropery rights. The respect helps to draw the attention of Wal-Mart.

Last but not least, the bad situation of War-Mart in China provides a good chance to Vietnam. On the one side, America economy develops relatively slowly, which lead to the American enterprises facing the unprecedented challenges. In order to keep customers, War-Mart adopts the low-price strategy under the bad situation. On the other side, with the emerging of Chinese economy, it has to bear the pressure that raw material price rises, labor cost rises, and appreciation of the RMB. In other words, the cost of Chinese is raised. War-Mart has to change its focus. 　Based on the above situation, Wal-Mart makes some part of order transition to Vietnam. For example, wrapping paper, although the cost of rapping paper is better in China, but the tax is lower in Vietnam. Attributing to low tax, Wal-Mart chooses the Vietnam as its wrapping paper supplier. Vietnam starts drawing the eyeball of the Wal-Mart purchasing agent.

In regard to the weakness of Internationale centromeric, it includes bad balance of payments situation and devaluations of the currency.
Firstly, Vietnam faces the embarrassing situation that payments situation is unbalance.According to Acer,the reason of the unbalance is the unbalance of the global economy, especially the unbalance of American economy. It results to the unstable international economy .(Acer,2008).
Secondly, The devaluations of the currency lead to the low interest of Vietnam. Although Wal-Mart is the largest retail stores, the Squanto of the purchasing raw material might be large,yet the profit and interest are very low, especially for the contemporary international environment.

2.2. Internal environment analysis内部环境分析
Internal envrionment analysis includes the political environment and domestic environement.
Firstly, in regard to the internal environment, the advantages are as follows: stability of local political system provides the stable environment for Wal-Mart stores development in Vietnam; internal conflict is rare, which gives a safe promise for Wal-Mart; Vietnam is a reliable centry as a trading partner. The reliability of Vietnam brings in many international countires and most of the international countries appreciate to coorporate with Vietnam; besides, the labor cost is very cheap, which decreases the cost of Wal-Mart. Besides the advantages, there are three weakness included: complicated external threat brings many challenges for Vietnam. Wal-Mart will have distraction at any time. Unstable tax situation leads to a potential cost raised for Wal-Mart. Furthermore, Vietnam reform public administration is too late, which makes Vietnam lose many opportunities from international companies.
Secondly, in regard with the domestic economic environment, it mainly includes the following two advantages: Vietnam’s Commerce growth offers the enough customer for Wal-Mart stores; Complete transportation provides conveniences for Wal-Mart’s distribution, which decrease the cost of the store. However, the advantages of domestic economy cover many aspects: such as high inflation, low per capital income and low energy resources.

3. Situational Analysis形式分析
3.1. Mission and Goal任务及目标
The mission and target goal of the Wal-Mart in Vietnam is to develop the market and to bring in more profit. According to .Ann Zimmerman , Wal-Mart is a very tightest company attributing to its low-price strategy（Ann,2010). The low-price strategy of Wal-Mart directly leads to low cost. Therefore, the purchasing Department of Wal-Mart tries their best to purchase the raw material at the least price in Vietnam.

3.2Characteristics特点
The Characteristics of Wal-Mart in Vietnam are as follows:
Firstly, the low-price stratagem is the most outstanding of Wal-Mart. The low-price strategy helps Wal-Mart to bring in customers as many as possible.
Secondly, the low cost is one of the most important characters of Wal-Mart in Vietnam. Wal-Mart pays much attention to its cost control. For example, Wal-Mart would like to help its specified cloth factories to find better fabric factories. Those better factories have advantages in quality and price.

3.3.Customer oriented客户至上
According to Oakland, Calif, customer groups could be divided into three parts: customers with big value, mainstream customers and customer with small value (Daniel, 2010). Customers with big value have the strong purchase desire to buy high-end product, which brings companies large profits. Mainstream customers mainly focus on low-end product, which brings companies large market share. Customers with small value have a low purchase and rare to make profit for Comines. Wal-Mart stores’ target customer is the mainstream customers. The mission of Wal-Mart in Vietnam is to occupy market share as large as possible. To get the market share is the final goal of Wal-Mart

3.4.Core competencies核心能力
The core competencies of Wal-Mart in Vietnam are as follows: Firstly, the low cost leads to the relatively high profit. Secondly, the low-price strategy helps to have a relatively big market share. Thirdly, the advanced avengement system provides the institutional policy promise for enterprise development.

4. Strategies for Development发展战略#p#分页标题#e#
4.1Current strategies目前的策略
The current strategies for Wal-Mart in Vietnam are still using the low-price strategy to get larger market share. It focuses much on sales channels.

4.2 SWOT Analysis： SWOT分析
STRENGTH：优势
1. Low cost includes low labor cost, low raw material cost in Vietnam.
2. favorable tax policy in Vietnam
3. have a potential large market attribute to its large population

WEAKNESS：劣势
1. The domestic centromeric is not very stable;
2. The quality of employees is not high enough
3. The technology is not very sophisticated.

OPPORTUNITY ：机会
1. Have the potential large market share
2. get the low cost

THREAT：威胁
1.Face the threat from local companies. Local companies have deeper knowledge of local customer requirement

5. Recommendation建议
5.1. Improve the value of brand.提高品牌价值
In Vietnam, more and more customers focus on brand management and brand value. The content of brand includes the following aspects: paying attention to social environment, effective management, formal company culture and good company image (Walton and Huey, 1993). Wal-Mart has its advantages in funds, talents, and avengement experience. It has the obvious brand competitive advantages. Wal-Mart should not only improve its brand vale, but also pay more attention to Vietnam’s local market acquirement.

5.2. Pay more attention to pursuing customer loyalty注重顾客的忠诚度
The substance of market is to care higher value for customers than competition. The competitions among enterprises are not price competition and quantity compensated. The real competition is value competition (Miller and Megan, 2009), .Wal-Mart faces the customers with more reasonable consumption consciousness. The customers have stronger choice consciousness. Therefore, paying attention to pursue customer satisfaction is not enough for Wal-Mart. It should also focus on pursuing customer Loyalist. How to attract customers, satisfy customers and keep customer is the only way to keep loyal customers. Therefore, Wal-Mart should provide specified goods to Vietnam customer according to local requirement.

5.3. Global strategy with local action全球战略与当地行为
Firstly, Wal-Mart should pay more attention to hire local talents and take full use of them. Wal-Mart should be on the way to talent localization because local people know the Vietname market better than foreigners.
Secondly, advertising planning should also be localization. The ads of Wal-Mart should be merged with Vietnam character based on the global strategy. Wal-Mart should be avoided of culture and Global conflict on ads. The company could hire the local stars to be its salesperson (Richard, 2001.)

5.4. Pay more attention on production different ion and innovation注重产品创新
Wal-Mart should also focus on production differention and innovation. Production different ion includes production quality different ion, customer oriented differentiation, distribution different ion and service different ion.(Mitchell,2012 ). Production innovate could keep the products’ advancers in sever competitive status.

6. Conclusion结论
In conclusion, the marketing campaign of Wal-Mart in Vietnam is not only economic issue, but also strategy issue. With the global economy development, Vietnam has to join in the economic wave inevitably. In order to occupy market, Wal-Mart should pay more attention to the constitution in Vietnam market. In regard to the advantages of external Environment for War-Mart, it includes free trade, optimistic attitudes toward foreign investors , respect for intellectual property rights and bad situation. In regard to the weakness of Internationale centromeric, it includes bad balance of payments situation and devaluations of the currency. The mission and target goal of the Wal-Mart in Vietnam is to develop the market and to bring in more profit. Firstly, the low-price stratagem is the most outstanding of Wal-Mart. The low-price strategy helps Wal-mart to bring in customers as many as possible. Secondly, the low cost is one of the most important characters of Wal-Mart in Vietnam. According to the situation, Wal-Mart should improve the value of brand, Pay more attention to pursue customer Loyalist, Global Strategy with local action, Pay more attention on production different ion and innovation.

Reference参考文献
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