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Case Title:

Home Depot's entry into China- Now or Never

Publication Year : 2006

Authors: Ramya, Aruna.N

Industry: Retailing

Region:China

Case Code: GRS0106B

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:

In 2006, attracted by the large and growing Chinese market, Home Depot, the world’s largest home improvement retailer wants to make its mark there. However, it had missed the opportunity in 2003, when the Chinese retail market had been at its peak. Other retailers like B&Q, Orient Home and IKEA have established themselves well, having entered China from 1998 onwards.

Would Home Depot be able to successfully tackle the challenges arising out of its delayed entry?

Pedagogical Objectives:

  • To discuss about the home improvement market in China
  • To discuss about the need for timely decision while entering a new market.

Keywords : Home Depot; Home Improvement market; China; Entry Strategy; international expansion; international business; retail strategy; big box retailing; Growth Strategies Case Study; one stop shop; first mover advantage; challenges in China; well entrenched competition; localised strategy; Orient Home takeover; GRDI labour index

Contents: 
Home Improvement Market in China
Home Improvement Retailers in China
Market Shares of Retailers in China
Home Depot – The Haven for Home Improvement
Home Depot’s success
Home Depot’s Sales Revenue
Why Home Depot failed in South America
Challenges for Home Depot in China

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