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Our job was to select two countries which Walmart could consider to enter. Conduct secondary research and an environmental scan testing the viability of the world's biggest retail chain into those two countries. Present our findings and provide constructive recommendations.
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Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Agenda For The Day
• Environmental Scan– Italy– Australia
• What Would Walmart Do?
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Italy
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Population: 59,083,000Population Density: 200.78 (people per sq km)
Demographics
Regulatory Environment
Ease of doing business:• Ranked 78th out of 183 countries in 2010, 54th out of 183 countries in 2009•Overregulated
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Competitive Environment
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
• 6th largest market economy• Per capita income is $26,760.• Family- owned business is backbone• Unions = 40% of workforce
Economic Environment
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Socio-Cultural
• Family, Food, Fashion • A tavola non s’invecchi mai – One never grows old at the
table!• Prefer markets for fresh, home-made meals• Value “la bella figure”
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Australia
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Demographics
•Population: 212,948,000•Population Density: 2.8 (people per sq km)•Average Car/Household: 1.65
Regulatory Environment
Ease of doing business:• Ranked 9th out of 183 countries in 2010• Low regulations
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Competitive Environment
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Economic Environment
•Unions = 4% of workforce
•Australia has 14th largest economy by GDP
•Per Capita Income = $26,760
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Sociocultural Environment
•20% of population foreign born
•40% of mixed culture origin
•10% migrated from Asia, specifically India and China
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
Natural Environment
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
What Should Walmart Do?
• AVOID• Why?– Space– Ease of Business– “La Bella Figure”– Failure of MNCs
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
• Go Ahead with a Joint Venture• Why?– Growing Retail Industry– Similar Cultures– Trade relations
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
What Should Walmart Do?
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
What Should Walmart Do?
THANK YOU!
Ashley Sporleder – Ketan Deshpande – Kim Dandurand A Marketing Management Project
