Wal-Mart's German Misadventure

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Case Details:


Case Code : BSTR082 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


International Marketing
Case Length : 13 Pages
Period : 1990 - 2003
Organization : Wal-Mart
Pub Date : 2004
Teaching Note : Available
Countries : Germany
Industry : Retailing


The case focuses on the retailing giant Wal-Mart and its experience in Germany. The case explains in detail the reasons for Wal-Mart's decision to go global in the early 1990s, and its decision to enter the European market through Germany - the most difficult market in Europe.

The case discusses the problems faced by the company in Germany due to its lack of understanding of the German retailing and regulatory environment.

The case discusses in detail the various problems faced by Wal-Mart in Germany - entry strategy problems, problems in the operational environment, regulatory problems and cultural problems.


Understand the nature and structure of German retailing industry including its size, scope, spread and unique characteristics

Highlight the implications of entry through acquisition in an overseas market


  Page No.
German Blues 1
Background Note 2
Business Segments 2
Wal-Mart's International Operations 3
Wal-Mart in Germany 5
Entry Strategy Gone Wrong? 5
Problems in Operating Environment 6
Problems in External Environment 7
Cultural Mismatch 8
Future Prospects 9
Exhibits 11


Retailing giant, Wal-Mart, Germany, global, 1990, European, Germany, retailing, regulatory environment, rational environment, regulatory problems, cultural problems

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