project 2: corporate research walmart in ireland alexander khambir darina pchelnikova ernestas svoba...
TRANSCRIPT
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Project 2: Corporate Research
Walmart in IrelandAlexander KhambirDarina Pchelnikova
Ernestas Svoba Jibek Nurdin
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WALMART:
• Founded: in 1962 by Sam Walter. Now the family own 40% of stock
• Mission statement: Saving people money so they can live better
• Slogan :Save money, live better
• 4 Values: Service to customers, Respect for the individual, Strive for excellence, Acting with integrity
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BUSINESS OVERVIEW:
• Segments: Walmart U.S., Walmart International, and Sam's Club
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BUSINESS OVERVIEW:
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BUSINESS OVERVIEW:
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CUSTOMER PROFILE:
• Age: from 14 to 80 years old• Income: 3 target groups
- with income less than €10,000 per year- middle group: with income from minimum wage €16,000 to €35,000 per year- wealthier customers with income from €35,000 to €50,000 per year
• Gender: both masculine and feminine genders• Marital status: married• Parental status: most likely has at least one child• Professional habits: low-skilled job which do not require
high level of education
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CUSTOMER NEEDS:
• Buying habits: high volumes preferably each week• Interests: leisure activities in free time like movies,
reading books, etc.; spending time with the family; house renovations and landscaping, etc.
• Lifestyle: try to acquire the same privileges as middle class; tend to socialise with their families and friends, show interest in politics, and actively participate in life of their children.
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KEY DIFFERENTIATION ADVANTAGES:
• distribution capabilities (inventory management system)
• costs saving strategy (“every day low prices”) • partnership with suppliers and contractors (big
power over suppliers)• advantage of experience of market entry in other
countries
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MACRO-ENVIRONMENT POLITICAL FACTORS:
• Taxation and inflation
• Safety regulations
• Political stability
• Legal working requirements
• Price regulations
• Trade policies
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ECONOMIC FACTORS:
• Economic transformation from an agriculture focused economy to a knowledge economy.
• Unemployment 11.9%
• Gross National Income on average $41,140
• Currency is Euro
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SOCIAL FACTORS:• Languages: English and Irish Gaeilge• International associations:
United Nations Organization for Security and Cooperation in
Europe UNICEF
• Free education: primary, secondary, third level education
• Religion – Roman Catholic 86%• Demographics: majority of people are between 45 –
65 years old
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TECHNOLOGICAL FACTORS:
• Great infrastructure level
• Technological country, however agriculture still plays an important role in the Irish economy
• Businesses focuses more on technological applications
• 77% of Ireland’s population was using the Internet
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ENVIRONMENTAL FACTORS:
• Waste management
• Companies are required to acknowledge Social Responsibility
• Climate change
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LEGAL FACTORS:
• Restrictive practices (Groceries Order)
• Many retail associations opposed the restrictive (Groceries Order)
• Health and safety regulations
• Environmental laws
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COMPETITOR’S ASSESSMENT:
• Aldi (7.4% market
share)
• Dunnes Stores (22.1%)
• Tesco Ireland (26.2%)
Arnotts Musgrave Group
BWG Foods Penneys
Dunnes Stores Tesco Ireland
Aldi Lidl
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SUPPLIERS’ ASSESSMNET:
• The power of suppliers diminishes near major retailers
• The ability to source cheap products abroad gives the retailers' a huge advantage
• Potential for backward vertical integration
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BARRIERS:
• Economy of scale
• Limit pricing
• Loyalty schemes
• Distributor agreements
• Set up costs
• Positioning
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RETAILERS:
• Low possibility of alliance
• Local management team and workforce
• Building vs buying stores
• Expectations:
• Short run Survive
• Medium run Penetration
• Long run Leadership
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CONCLUSION:
• Time question of entering
• Waiting consumers
• Well developed country
• No impossible barrier
• Enough strength to compete
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THANK YOU!