report on setting a walmart branch.docx
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report on setting a walmart branch.docx
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reportonsettingawalmartbranch
ReportonsettingupaWalmart’sbranchinMeizhou
TermsofReference:
1.ThisreportaimstoanalyzethefeasibilityofsettingupaWalmart’sbranchinMeizhou.
2.Itisconductedbysearchingthroughtheinternet、readingrelatedmaterialsandstrictdiscussion.
Findings:
3.Externalenvironmentanalysis
3.1Politics:
MeizhoumunicipalgovernmenttakefulladvantageofthedualtransferpolicyinGuangdongProvince,toacceleratetherevitalizationanddevelopmentasthegoal,todeveloptherealeconomyasthemainline,makingastronggraspofinvestmentwork.
In2012,thegovernmentputforward“aparktwospecialdriveoneessence”industrydevelopmentstrategytopromotethebaseconstruction,drivingthefulldevelopmentoftheprimary、secondlyandtertiaryindustry.
Meizhoumunicipalgovernmentalsodevelopedpolicyofattractingbusiness,improvingtheworkingmechanism,increasingsupervisionandinspectioneffortsinordertopromotethequalityandefficiencyofinvestment.
Thegovernmenttriestheirbesttodigdeeplyintotheprojectinformationsource,takingaseriesoftaxincentives,improvingtheplantfacilities,powersupplyandsoon.
Atthesametime,themunicipalgovernmentcontinuouslystrengthentheinvestmentintransportationandotherinfrastructure.
CompanieslikeWalmartarelistedinthegovernmentinvestmentwill,whichworkastheworld'slargestretailenterprises.Thegovernmenthasitsownconsideration.
TheintroductionofWalmartcannotonlyimprovethecity'sretailenvironment,butalsoimprovethecomprehensivecompetitivenessoftheretailindustryinourcity,changingthepatternoftheproportionoftertiaryindustry,whichalsomakescontributiontotheemploymentproblem.
3.2Economic:
3.2.1GDP
Theholdcityinmeizhouhasrealize885.83GDPin2014,anincreaseof8.5%overthepreviousyear.theprimaryindustrywasincreaseof4.3%,thesecondaryindustrywasincreaseof10.3%,thetertiaryindustrywasincreaseof8.3%,fromthisdatawecanknowthatthesecondaryindustryisgrowingrapidlythantheordertwoindustry,meizhou’seconomichasmadearepiddevelopmentinrecentyears.
index
unit
2007
2008
2009
2010
2011
2012
2013
2014
Gross
Domestic
product
Billion
411.62
479.6
519.29
612.85
707.54
744.75
800.01
885.83
Primary
industry
Billion
87.76
103.91
109.12
124.24
144.0
157.17
164.71
177.11
Secondary
industry
Billion
173.41
195.8
206.37
252.43
282.6
269.14
289.57
300.03
Teriary
Industry
Billion
150.45
179.8
203.79
236.19
280.6
318.44
345.73
359.43
3.2.2Incomeandconsumption
Thetotalretailsalesofthecitysocialconsumergoodswas499.97billionyuan,anincreaseof11.1%,percapitaldisposableincomeofurbanresidentswas30226.71yuan,anincreaseof8.2%,itcanbeseenthatresident’sincomeandconsumptionhasincreaseandgrewnoticeably.
3.2.3Retailing
Fromthetworecentyears,RT-martandCPlotusetcbigsupermarketchainsuccessivelyenterandgarrisoninmeizhou,themostimportantisthesocialconsumptionofmeizhougrownrepidlyandsteadily,thisshowsthatretailinghaveahighleveldevelopmentinmeizhou,therefore,meizhoucitypossessastrongabilityofsupporttosatisfythedemandof
Wal-martlargeshoppingplaza
3.3Social
Meizhouisaprefecture-levelcityineasternGuangdongprovince.MeizhouishonoredwiththetitlesofHometownofCulture,HometownoftheOverseasHakkaChineseandHometownofFootball.
ItisthefirsttimeforWalmarttoenterMeizhou’smarket.SopeopleinMeizhoumaybesurprisedatthebulkbuying,whichisconsideredasthemainbusinessphilosophy.
3.4Technology
WiththedevelopmentofMeizhou-ChaoshanRailway,itwillconnecttherailwayofchanshsan,workingwithGuangzhouandShenzhenasawhole.ItbringprofoundchangestoMeizhou’seconomyespeciallytoRetailing.
Thecommodityandthepeoplewillhavemorecommunicationwithoutsideworld.Moreimportantly,theWalmart’scostoftheinventoryareeasilytocontrolled,whichintheothersidewillbenefitcustomermarvelously.
Lowestpossibleprices,everyday…nogimmicks!
BringingWalmart’sbasicbeliefintofull.
4.Internalenvironmentanalysis
4.1SWOTAnalysis
Strengths.
1.Wal-Martisapowerfulretailbrand.Ithasareputationforvalueformoney,convenienceandawiderangeofproductsallinonestore.EveniftherearealsosomefamoussupermarketincludinglotussupermarketandRT-MARTinmeizhou,theyarenotapatchonWal-Mart.
2.Afocusedstrategyisinplaceforhumanresourcemanagementanddevelopment.PeoplearekeytoWal-Mart'sbusinessanditinveststimeandmoneyintrainingpeople,andretainingadevelopingthem.
Weaknesses.
1.SinceWal-Martsellproductsacrossmanysectors(suchasclothing,food,orstationary),itmaynothavetheflexibilityofsomeofitsmorefocusedcompetitors.
2.Pricewarmakesthequalityoftheenterpriseproducthavepressure
3.Wal-MartisanAmericanbrand,soitisverydifferentfromMeizhou’scultures,guidingideology,andpurchasingpower
Opportunities.
1.Totakeover,mergewith,orformstrategicallianceswithotherlocalretailers,focusingonthewholemarket---Meizhou.
2.NewlocationsandstoretypesofferWal-Martopportunitiestoexploitmarketdevelopment.Wal-Martcantakeadvancede-commercemodeinmeizhoutoattractlocalcustomers.
3.PolicyencouragesResidents'consumption,whichisconducivetoexpandingdomesticdemand.
Threats.
1.Beingnumberonemeansthatyouarethetargetofcompetition,locally.LiketheLotusSupermarketandRT-MARTinMeizhou.
2.Inrecentyears,theexpansionspeedistoofast,itmaysufferlocalprotectionism,whichisnotconducivetothehealthydevelopment
4.2WAL-MARTcorecompetitivenessanalysis
First,CustomerOrientedServiceStrategy
4.2.1customer-centriccustomerfirstservicestrategiestoensurecustomersatisfaction.Wal-Mart's"customerfirst"principleisfamous,itiswellknownthetwoprovisions.Thefirstarticle:
"customerisalwaysright";stwostates:
"Ifthecustomerisjustwrong,pleaserefertothefirst!
"moredistinctive,Wal-Mart'scustomerrelationshipphilosophyis-thecustomeristheemployee's"boss"and"Boss."
4.2.3Wal-Mart'severydaylowpricespersistinprovidingmorebenefitsforcustomers."Everydaylowprices"andRetailsalesphilosophyisfortheoverwhelmingmajorityofconsumers,thatmiddle-incomeandlowincomeclass,soitisuniversal,hasbecomethebasicoperatingprincipleofchainindustry.chainsonlyhavethescale,asignificantreductioninmanagementcosts,adheretotheprincipleofprofitcanbeachievedtoprovidecustomerswithlowprices,highqualityrequirementsofproducts,wontheoverwhelmingmajorityofconsumers,accesstosustainabledevelopment.
Second,TheExcellentCostManagement
4.2.4thepurchasecostcontroltactics.Thisistheretailcostcontrolakeychain,Wal-Martbythecentralprocurementsystemforunifiedpurchase,outrightpurchaseandsettlementoffixedtime,purchasedirectlyfrommanufacturersinlargequantitiespurchase,salesoflargequantitiesstrongsupporttoachievethemaximummarketingvirtuouscircle.
4.2.5thelogisticscostcontroltactics.Thisisaretailchainoperatingcostsoftheimportantfactors,Wal-Martsetupquickinformationfeedbacksystemandefficientlogisticsmanagementsystem,notonlygreatlyreducethestocklevel,butalsogreatlyacceleratecashflowspeed,makingthelogisticsexpenseratiolowerthantheirpeersmorethan60%,itscapabilitytoimplementthelogistics,businessflow,informationflowstrengths.
4.2.6marketing,costcontroltactics.Wal-Mart90%ofthegoodsarepurchasedirectlyfrommanufacturersandhasmorethan35%ofitsownbrand,topromotedistributioncostsdowntobelow3%oftotalsales,thusformingaanunparalleledcompetitiveadvantage.cheaphighqualityownbrandisestablished,itwillbecometheWal-Martcustomer'sfavoriteproducts,andWal-Martstoresonlyinthesecommoditiestobuy.
4.2.7loweroperatingcosts,theimplementationof"anti-losswar."Wal-Martexpresslyprovided,thestaffatworkwhentheygoout,theyneedtoliveinamotel;andstoressuchaslighting,airconditioningequipmentforsavingenergyandreducingcostconsiderations,butalsotheimplementationofunifiedmanagement.Inordertomaintainlowprices,Wal-Martwillbelossestoaminimum.
Conclusions
5.1FromtheviewofWal-mart:
Focuson3rdand4thtierprovincialcitiesisthelatestmarketstrategyofWalmart,sosettingupabranchinMeizhoudoconformtothemarketstrategy.
5.1.1InMeizhou,Thecompetitionoftheretailindustryisnotfierceandtherentisnothighcostlikein1stand2ndtiercites.
1.TheadvantageofthebrandcanmakeWalmarttowinmoremarketshare.
5.1.2SettingupabranchinMeizhoucanhelpWalmarttosetthelayoutfortheOnlineToOfflineinE-business.
5.2FromtheviewofMeizhougovernment
5.2.1ItisbenefitsforMeizhoutoincreaseemploymentandstimulateconsumption.
5.2.2TheWal-martsetupinMeizhoucanmakeimprovementoftheretailindustryanddeveloptherealestatebyestablishthebusinesscirclearoundtheRT-mart,theCPLotusandtheWalmart.
Recommendations
AlthoughWalmartisthebiggestsupermarket,itmustbechangesomethingtosuitthelocalfactorsincludedtheculture,theconsumptionandthepopulation.
6.1ThinkingabouttheHakkapeopleadvocateslowlife,thesiteselectionmustbedependontherealestate.JiangbeigotaRT-martandthenewcountygotaCPLotus,andithinkthatitgetthebiggestspaceofdevelopmentaroundtherailwaystation.ThereisthetouristattractionsnamedKetianxiaandthereg
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