本文是一篇对于建议沃尔玛商场进入非洲市场的范文，英语论文，文章主要讲述的沃尔玛是世界第二大上市企业(收入)、世界上最私人雇主,世界上最大的零售商，英语论文题目，从市场、地理、经济等多方面的原因来阐述沃尔玛加入非洲市场的好处，进一步引出沃尔玛的加入不仅会带动经济的增长也会促进经济的交易。
Abstract:
There's a new gold rush under way for the African consumer, a campaign that spans the continent and aims to reach an emerging middle class. These are the people who have begun to embrace cellphone messages, restaurant meals and trips down supermarket aisles. Wal-Mart which is already the largest retailer has been entered into the African market. To this unfamiliar environment, how to expect the economic development and how to keep on the Wal-Mart strategy is an interesting topic. After analysing the environment from internal and external perspective, and according the corporate value and principle, it is recommended in four aspects: Market strategy, Production strategy, Human resource strategy and control over risk.
Introduction
As it is known to all, Wal-Mart store is the world's second-largest listed company (in revenue) which is the world's largest private employer, has more than two million employees and the most important thing is that it is the world's largest retailer. [ ]Yum Brand owns KFC, Pizza Hut, Taco Bell (Taco Bell) as the main restaurant chain multiple brands which has nearly 40,000 restaurants in more than 130 countries and regions and is the world's largest fast-food company store.[ Brand] However, at the same time, Wal-Mart stores, Yum Brands and Miller have entered the African Market. What does this mean?
According to Kenya's "Business Daily" ed recently that Deloitte and world-renowned retail industry research company, "Planet Retail" (Planet Retail) pointed out to multinational retail group's top ten most attractive emerging markets, including Algeria, Kenya, Morocco, Nigeria and South Africa which have five African countries. These countries have a rapid economic development, continuing population growth, population structure younger and retail development lag common characteristics. It is said that many European and American retailers are turning to the African market, looking for new growth opportunities. [ Economic and Commercial Counsellor at the Embassy in Kenya,] So faced with this situation and the competitive and unfamiliar market, how should Wal-Mart stores and what strategy they may insist on? These will be discussed in the later.
Analysis about strategic environment (African Market)
Most of the international financial institutions on the Africa of long-term economic seem be more optimistic. According to the world bank, since 1950s, most Africa countries implemented the policy to reduce inflation based on economic reform policies to improve economic management, and got rid of the situation where is stagnant up to 20 years and the reform will continue to promote the economic development. The World Bank forecast in 2017 from 2017 to 2017 Africa economy will grow at around 3.7% and the per capita income is growing at a rate of 1.5%.
In 2017, with a population of 1020170000 Africa (accounting for 15% of the world's population), retail sales close to $900000000000 in 2017, the economic growth rate is expected to reach 5.3%, is fast to create new frontier has become the global retail industry "". After the 2017, Africa retail industry will still maintain growth, but growth may be slow.[ Economic of Africa in 2017]
In 2017 Africa retail industry’s boosting, is not only reflected in the sales growth, also reflected in investment growth, the new brand, new products continue to pour into Africa retail industry, promote the development of local economy Africa. At the beginning of 2017, the world's largest retailer Wal-Mart gained $2400000000 acquisition of South Africa's largest retail. Foreign retailers and local enterprise co brand innovation, establish the cross regional supply chain. Spanish clothing retailer ZARA and local retailers to establish a distribution agreement with Massimo Dutti, entered the Kenya market brand; in Nigeria, black & Decker launched more than 20 domestic machine in Nepal, Paris personal care products manufacturer black up in Lagos with local retailers jointly launched four beauty products; Maybelline formally entered the Nigeria market.IT and electronic retailing, apple, blackberry, Samsung, GAOKE, LG, NOKIA and Panasonic brand has introduced new products, bring huge profits to local retailers
Traditional factors boosting retail and African Economic growth. The African Development Bank said that the stable growth of reduce the rapid population growth, urbanization, poor and middle class and less trade restrictions good business environment factors, promote the development of African retailing industry and economy. Previously unavailable rich goods and excited shopping enthusiasm, it is one of the important factors to promote the development of retail. The majority view identity African retail industry will continue to grow. The next five years, African Economic optimism. IMF is expected in 2017, African GDP growth rate of 5.3%, sub Saharan Africa is expected to reach 6.1%; the African Development Bank, African poverty population will by 2017 48%, reduced to 20% in 2020.
Retail trade and investment in Africa, mainly lie in Nigeria, South Africa, Garner, Kenya and Egypt and other countries. Development of retail industry in Nigeria can be the better interpretation of the African continent in the retail industry.
External environment
The general environment
With the 2017 FIFA World Cup well over, the international sports spotlight has moved on from South Africa to other tournaments in other lands. Still, European companies and investors should keep their eyes on Africa because competition in commerce is heating up across the continent.
A new from the McKinsey Global Institute shows that Africa is now among the fastest-growing economic regions in the world, creating significant business opportunities in a wide range of industries. Early entrants onto the field can seize the advantage.[ A new from the McKinsey Global Institute, ]
Resource-rich countries such as Nigeria and South Africa received most of the foreign direct investment during the decade, but new patterns have emerged in the last three to four years. In eastern and northern Africa, for example, new investment has arrived in resource sectors such as tourism, manufacturing, financial services, telecommunications, and construction. Also, a second tier of smaller but high-performing countries, including Ghana, Namibia, and Zambia, has caught investors’ attention.[ Donald Kaberuka, Capturing Africa’s business opportunity, June 2017]
While Africa’s growth from 2017 to 2017 marked a turnaround relative to the previous three decades, it was more subdued when measured in terms of per capita GDP growth. In this respect, Africa still lagged behind most parts of the world, and the income gap between Africa and developing countries in other areas closed only slightly. The key question is when Africa’s low-income countries will reach a high, sustainable growth path that would allow them to narrow the income and productivity gaps with the more advanced economies.
In the 21st century, the reputation of the African continent will undoubtedly face a new round of competition. In this context, African countries recognize that resource development is still in the future which is really advantage of economic development in Africa. December 2017 African Minister of Energy and Mining Conference, the General Assembly called on African countries in the new 2 1Century, the beginning of the timely adjustment of mining development strategies to accelerate the mining legislation to prevent destructive mining, mining investment while improving ring Territory, making short-term adjustments mining development plan to promote mining development. Experts predict that Africa's resource-based industries in
Has made great progress in the 21st century has become the main driving force to attract foreign investment. However, people see a bright future energy development in Africa; it is also true for African oil-producing countries can achieve diversity .Development concerns. Because rely solely on resource development economic model, will affect the long-term development of these countries. With the world .The rapid development of the range of high-tech, some synthetic materials and alternatives will be in large numbers, some direct impact on Africa Mineral exports. More important, the international market price of energy and minerals to some extent will determine the number of .Status of the country's economic boom in Africa, is not conducive to their sustainable and stable development. Therefore, the implementation in line with the economic situation in Africa and more
Kind of strategy will make future direction for African countries. In recent years, the development of information industry, represented by the diversification strategy
African countries presented birth machine and vitality, has aroused great concern of the national community. Many African countries based on resource development have
Developed the information industry, and achieved remarkable results. October 1996 African country introduced the "African Information Society Plan" (The African Information Society Initiative, abbreviation AISI) 2017 年 10 月 Africa introduced the "New Partnership for Africa's Development" (New Partnership for Africa's development, PAD).
"New Partnership for Africa's Development" was jointly proposed by African countries to promote social development and achieve the overall revitalization of the economy. It relates to the field of economic, political, social, cultural and science and technology, the plan identifies development objectives are: to 2017, African countries average annual GDP growth rate of more than 7%; through the implementation of sustainable development strategies, reversing condition of the natural environment is destroyed; will halve the total number of absolute poverty, infant mortality and maternal mortality rates decreased two-thirds and three-quarters, and for all school-age children have access to education; curb the spread of AIDS and other infectious diseases. The long-term goal: the eradication of poverty in Africa, African countries together on track for sustained growth and development, and change in Africa. The process of globalization has been marginalized situation.
The important data in the development of economic development is gross domestic product (GDP), gross domestic product per person. What’s more, we can make an analysis of its worldwide competitive power, such as Trade Specialization Coefficient (TSC) or International market share.
Internal environment
Wal-Mart's core competence lies in its low-cost strategy, supply chain management is one of the most important, its excellences are in the following four areas:
(A) Customers’ demand management
Wal-Mart's supply chain management is a typical pull supply chain management, that is the ultimate customer needs as the driving force, a higher degree of system integration, information exchange quick and responsive. Wal-Mart's business practices create customer performance in the hand to do everything possible for customers to save money, consumer satisfaction, on the other hand focus on others ignore the market and create demand. "The customer is always right" is the Wal-Mart every employee must follow good words, "three meters smile principle," "Sunset principle", "more than satisfied with the principle of satisfaction" and so it is the company's requirements for every employee. It is this need to always put the customer first, kind of good quality customer service, as well as to create value for customers in terms of price management strategy, so that Wal-Mart has won the trust of customers, and has brought great rewards.
(B) Supplier Relationship Management
Harmonious relationship with the supplier, so that Wal-Mart has always been able to maintain long-term stable supply of cheap, same time, these products will not lead to lower quality because of low prices, because Wal-Mart was personally involved in helping companies reduce the cost of production efforts. On the one hand, the supplier of the product can be sold as long as Wal-Mart, you do not need slotting allowances and margin, and the program is simple, consistent commitment; on the other hand, Wal-Mart is a key supplier to arrange appropriate space in the store, the supplier to design their own layout merchandise display area, only causing more attractive, more professional in-store shopping environment; another Wal-Mart will provide free software support information management systems for suppliers. Incumbent suppliers should help and support, while Wal-Mart has also developed a series of specifications to suppliers and urge them to comply, including Wal-Mart pay its suppliers, working hours, discrimination rights, working conditions, environmental issues and confidentiality other aspects of the standards and requirements.
(C) The management of logistics and distribution system
"Wal-Mart's distribution facilities are one of the keys to success, if what we have done better than others, and that is the distribution center," said Wal-Mart's former CEO David Glass. Efficient distribution centers, rapid transport systems, advanced satellite network, distribution chain management organization, the special block distribution system, greatly reducing the cost and accelerate the inventory turnover, the formation of Wal-Mart's core competitiveness.
(D) Supply chain management information system
Information sharing is the basis for supply chain management, efficient and reliable supply chain management is inseparable from the support of information technology. Sam Walton believes that the impact of information technology on business enterprises not only technology itself, but more importantly is that its organizational structure management, marketing planning, business management and then the whole idea of modern evolution of a major impact. Through the supply chain management operations, Wal-Mart significantly reduced merchandise inventory, saving management costs, simplifying procurement procedures, improve efficiency, reduce operating costs, and with suppliers to establish long-term stable cooperative partnership, formed parties win-win situation, the ultimate success of their retail kingdom
Corporate strategy
All major supermarket chains have adopted cost leading strategy but what makes Wal-Mart unusual in that is that it may use all means to save money from all aspects of purchasing channels, the method of distribution and marketing costs, administrative expenses, etc. Actually, it proposed the "everyday low prices at all time"slogan, and makes every effort to achieve the objective of being cheaper than other firm commitments. Rigorous procurement attitude, perfect delivery system and advanced inventory management is the secret to achieve the lowest cost of Wal-Mart. Its founder Walton once said, "We appreciate the value of every penny, because one of the purposes of our service is to help every customer into the store to shop and save money. Whenever we save a dollar, you win a trust of customers. "He warned: " If you do not bargain for the store, then the customers bargain. So we should strive to provide customers the best price."[ ]
Strategy into African Market
Strategy objectives
Companies always adhere to the "respect for the individual, customer service, the pursuit of excellence" core values, focusing on opening one store, good service to every customer, to fulfill the company's core mission - "to help customers save money, let them live more OK "to continue to create for our customers, members and employees extraordinarily.
Implementation of the strategy
The reality of retail is shifting. Retailers operate in an environment of fragmented needs, hybrid consumption, changing channels, multiple formats, big data, and real-time decisions. Ever more demanding shoppers want it all—everywhere and all the time. Social media spreads the news at the speed of light, whether of a good deal or of a broken promise.
Building strong brands, developing compelling and relevant messages and offers, and managing marketing ROI is now more complex than it ever was. At the same time, new entrants, many of them pure online players, are changing the rules of the game.
Retail marketing may rarely have been more challenging, but it was also never quite as rewarding as it is today. Retail Marketing and Branding provides an overview of the tools and approaches to drive growth, manage this complexity, and balance analysis with pragmatism.[ Jesko Perrey, Dennis Spillecke, Retail marketing and branding: A definitive guide to maximizing ROI, January 2017]
Market strategy
Keep on the role of cost killer. Inexpensive good commodities and high quality service every day are the key points that Wal-mart win customers’ favor, customer can purchase needed goods without waiting for the discount season to achieve the purpose of cutting down the expenses.
Try to give more suppliers and commodity pricing options, thereby increasing the flexibility of the regional market operations. Consumer market development in the Africa is uneven, there is a huge difference between different regions spending power and consumption habits. In response, Wal-Mart in the United States the flexibility to pursue centralized management is inadequate, unresponsive.
Product portfolio. That sellers grant buyers a range of commodities, which consists of all product items and product lines. "One-stop shopping" is one of Wal-Mart's unique business philosophy, so only the rational and efficient product portfolio, we can make the majority of customers have chosen more and more space and opportunity to make customers "one-stop shopping" possible.
Localization strategy. Wal-Mart's research strategy in the product, it must be mentioned that its localization strategy. Each entering a new place, to create a new store, Wal-Mart first thing to do is to seriously investigate what commodity circulation is large, what other colleagues have shops sell local products, and finally with a variety of suppliers negotiations in the future decide which products Wal-Mart store display. This mode of operation is settled in the market standard operating practices of Wal-Mart stores in the world when the new. A region or lifestyle and habits with other regions or countries, country lifestyle is often not the same, this is Wal-Mart's business concept.
Pricing strategy. As the market competition, Wal-Mart needs to be properly commodity price adjustment refer to the actual situation. Typically there are two reasons: First, price competition; Second promotions. In order to use cheap visual impact consumers, shopping malls often require special handling for certain commodities selective promotion, in order to prevent the selling price to the customer to produce a suspect, after commodity special treatment tend to tune back in a few days after the price normal price, in order to express our sincere consumer benefits. After selecting another commodity promotion treatment, recycling none, low-cost benefits to customers resulting psychological impression. Special promotional merchandise through the mall, allowing customers to generate impulse buying, stimulate their desire to buy, thus improving store merchandise sales, driven by sales of high-margin goods, so that the stores get a lot of overall profit.
Production strategy
Supply Chain optimization
Take the opportunity of mergers and acquisitions to promote the vertical integration
Rethink assortments and product offerings
As prices and inventory availability become more transparent, retailers will not survive just by being “pass through” sellers of national brands. They will have to give consumers a reason to choose their stores over competitors. No longer will consumers shop at a retailer simply because it happens to be where a product is distributed. Instead, they will seek out retailers that provide value in new and different ways. We believe retailers will need to offer deep product expertise (that is, they must help consumers decide what to buy and explain why it makes sense for them) and a unique product education (that is, they should help consumers learn how to use the product better and do this over time, not just during the moment of purchase). Additionally, retailers must do these things in an environment that is increasingly experiential (for example, fitting a golf club or curating a wardrobe using a “magic mirror,” which employs computer technology to show customers how clothes look on them, making the process more efficient and engaging). Retailers must also make it easy for consumers to engage when and how they want—say, from their mobile devices while they are at home or on the move.[ Ian MacKenzie, Chris Meyer, and Steve Noble, How retailers can keep up with consumers, October 2017]
Human resources strategy
The company's vision determines international personnel, the company's business structure, determine the diverse talents of the company. Planning period, as the company's international business start-up and break through, companies need to actively cultivate and reserve international talents. With the launching of the company's international business, the company needs to start from the stage, and gradually increase overall level of internationalization of the workforce. Enhance the talent level of internationalization has two meanings: one is for the future of international business, culture and international communication skills, familiar with international business rules expertise with international vision; Second is to train senior personnel of international companies of various types of vision and global economic integration, systems thinking skills.
Buyer: After the new purchase, buyers should pay attention to the customer and store operations to respond, beginning one week from the first to do tracking, monitoring sales and market performance based on different commodities, increasing demand of varieties, while deleting the bad performance commodity, so to reduce the risk of suppliers and companies.As they found that a store is usually 80% of sales from 20% of the merchandise creation. Wal-Mart said that this phenomenon is called "80/20 principle." One of the tasks which buyer has is often analyzing what this 20% of the goods are, then they purchase these.
Suppliers: provide services to suppliers. This is the second Wal-Mart properly handle external relations (the first is the relationship with the customer). Wal-Mart's low prices of goods in order to fight for low-cost, but stressed that the common development with suppliers, should have a reasonable profit, and once a month Results section, this is one; second is to emphasize information sharing with suppliers . Every day, every minute of suppliers can be found selling their goods at Wal-Mart's computer system, inventory (for other suppliers of confidentiality), the data down to the sales specifications and different colors for each merchandise. This is done on-demand production which is very favorable.
Share the information and employ more local people. Staff is partner: Employee is essential differences between employee and associate. As a partner to share with all of the company's profits, in return, they will take the company as their own business. Information sharing: As a partner to share with all of the company's profits, in return, they will cause the company as their own. Enhance staff training: more training opportunities, cross-training makes employee be multi-skill talent, more opportunities for female staff. Fast promotion for corporate ladder: internal promotion system utmostly motivate staff’s creative potentials
Control over risk
More, earn more quickly spreads, Wal-Mart need to follow the cash flow model, accelerate cash flow, improve inventory turnover and accounts receivable turnover, accounts payable turnover extended accordingly. However, in business practice, if the inventory turnover, accounts receivable turnover and other financial indicators into a business tasks and requirements, then Wal-Mart will be faced with a dilemma. From the business point of view, Wal-Mart's inventory units must be complex in order to meet the specific requirements of different customers, the business strategy to achieve everyday low prices and sales growth of business objectives. Financial goals and business objectives where the collision occurred, Wal-Mart is to grow it or to profits, Wal-Mart and how to balance these two requirements, to achieve both goals it? It takes is to establish a flexible and efficient logistics and distribution systems strategy.
Pay more attention on corporate social responsibility to earn the respect and understanding from the employees and customers.
Companies need to assess the results of risk and internal control measures for recording and archiving the effectiveness of internal control measures which can be continued to be tested and updated. Create a Risk Management Department whose responsibilities is leading and coordinating the work of various units in the management of the company risks, its responsibilities include: Establishment of rules and regulations. Various business units to carry out risk portfolio management .Measure risk and assess risk limits, establishment of risk information systems and early warning systems, determining key risk indicators, responsible for risk information disclosure, communication, coordination staff training and learning and by analysis of risk and return, and the allocation of economic capital for each business unit.
Act faster than rival at all the time. Maybe money and resource is the most thing in the industry society, then time is most excellent weapon in the information age.[ The competitive power of Wal-Mart, ,] Although the nature of retailer is quite competitive and meager profits, Wal-Mart did a good job with the development of technology and market fluctuation. So, always keep sensitive to the market change and its competitors. So it need to act in the principle of consumer-oriented idea, technology-oriented idea and market-oriented idea. It is fundamental to make the best use of technology and reduce the inventory days.
Conclusion
Africa is a place which has been under developed but meanwhile it also means there are unexplored chances. With the fast development, it is a good time to take the lead. In Africa, Wal-Mart may have many opportunities and challenges. It really did good job in America and some places else. But if it needed success in Africa, many factors needed to be considered. Keeping on its strengths and reducing the weaknesses to gain the place under competition is the theme all the time. Wal-Mart has to keep sensitive to the changing environment as it may have instability to the extent, because more and more organization find out the value of the Africa. However, Wal-Mart is still the Wal-Mart which has many advantages than other competitors. it is recommended in four aspects: Market strategy, Production strategy, Human resource strategy and control over risk.
Competition is unavoidable and all Wal-Mart can do is to keep its competitive power and be ready for any change.
References
Brand
Economic and Commercial Counsellor at the Embassy in Kenya,
Economic of Africa in 2017
A new from the McKinsey Global Institute,
Donald Kaberuka, Capturing Africa’s business opportunity, June 2017
Jesko Perrey, Dennis Spillecke, Retail marketing and branding: A definitive guide to maximizing ROI, January 2017
The competitive power of Wal-Mart,
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