(영문) Walmart in Japan (일본의 월마트 사례 분석)

소개글

월마트가 일본에 진출했던 사례에 대해 분석한 자료입니다. 글로벌 경영 전략 수업에서 리포트로 작성한 내용이고, 일본에 진출했던 월마트의 실패 원인에 대해 분석하고 그에 대한 대안을 제시했습니다. 더불어 최근의 상황에 대해서도 업데이트를 해놓았습니다.

목차

1. Executive summary
2. Company information
3. Recognizing Symptoms
4. Identifying goals
5. External and Internal analysis
6. Making the Diagnosis
7. Doing the Action Planning
8. Follow up
9. Conclusion
10. References

본문내용

1. Executive summary
In 2002, Seiyu, an Japanese big retailer chain, was thrown a lifeline in the form of capital investment from Wal-Mart. After some years of financial trouble, a tie-up with the biggest retailer in the world must have seemed like a windfall. Indeed, looking at media reports from the time, there were many voices urging caution but predicting that with the right moves, Wal-Mart and Seiyu could make money in Japan. However, looking at its actions over the next few years, it is far less that a success.

Japan and the United States are very different places. Japanese shoppers behave differently, have different preferences for goods, and have different attitudes about what they want from a retailer than their American counterparts. For the Japanese consumer, price is not the sole determinant of value, fresh fish is as important as bulk toilet paper, and packaging is nearly as important as product.

참고 자료

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Walmart official website, http://corporate.walmart.com (2013)
Seiyu company profile, http://www.seiyu.co.jp/company/english/outline.php (2013)
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