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全球食品零售行业案例分析报告以沃尔玛为例(英文版)

时间:2015-06-17 11:01来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
沃尔玛在食品零售行业是世界上最大的零售商,该公司经营着各种形式的零售商店。公司的目标是与利益相关者建立相互合作的工作关系,最终目标是构建一个高效的食品分配系统。这篇case study report以沃尔玛为例,分析报告首先介绍食品零售全球化、全球食品零售市场的动态,之后用麦肯锡7S模型分析沃尔玛竞争力,BCG矩阵识别沃尔玛主要产品,并在最后通过产品生命周期理论和安索夫矩阵对沃尔玛公司进行分析。

执行摘要—Exective Summary
 
近几年,全球食品零售行业之间的竞争非常激烈。在变化多样的经营环境中,企业需要了解,全球食品行业的竞争本质意味着要掌握好消费者偏好的变化。为了能够在此行业中立足,他们正在不断努力满足客户的这些要求。公司的目标是与利益相关者建立相互合作的工作关系,最终目标是构建一个高效的食品分配系统。
 
沃尔玛在食品零售行业是世界上最大的零售商。该公司经营着各种形式的零售商店。它在美国13个国际市场上共开设了6000多家门店。食品零售行业是一个高度饱和的市场,新进开发者要想成功进入这个行业将面临困难。与供应商保持稳定的合作关系对沃尔玛业务是至关重要。沃尔玛是专注于扩大其生产线包括产品需求和环保产品。
 
Global food retail industry has become tightly competitive in last few years. In dynamic operating environment, companies need to understand the competitive nature of the global food industry means to understand changing consumer preferences. They are making continuous efforts to meet these demands in order to secure their positions in the industry. Companies have the aim to build collaborative working relationships with stakeholders, the ultimate objective of building an efficient food distribution system.
 
Wal-Mart is the world largest retailer in food retail industry. The company operates retail stores in various formats. It operates more than 6,000 stores in the United States and in 13 international markets. Food retail industry is a highly saturated market, new entrants would face difficulty to become successive in this industry. Stable relationships with suppliers are essential to Wal-Mart business. Wal-Mart is focusing on expanding its product line by including demanding products as well as environmentally friendly products.
 
When analyzing the business of Wal-Mart, they actually utilize all three of the “hard S's” of McKinsey's 7S framework in their chase of their goals: Strategy, Systems, Structure. As a retail company, Wal-Mart offers a wide collection of products to the consumers. the grocery items can be placed as Wal-Mart's star products. Appliance, kitchen tools, furniture, digital products, music files and software are the cash cows of the company. Pharmaceuticals, toys, electronics and health products are Wal-Mart question marks. The photo development, jewelry and shoe products distributed by the company are those that show low market share.
 
Wal-Mart has the largest IT systems of any private company in the world. It has made significant investments in supply chain management. Wal-Mart Stores aims to capture the market penetration in food that it has achieved in hard and soft line goods. The product development team frequently attends trade shows in Europe and key fashion capitals and travels to places globally. Wal-Mart's diversification strategy of the 1980s was a great success in terms of tapping and recognizing new market segments. Based from the analysis of the data by appling marketing and strategic models, it is appropriate to recommend that the product and service development strategy be applied by Wal-Mart, considering that these factors serve as the core factors affecting its growth and progress.(责任编辑:BUG)


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