The Marketing Strategy of the Foreign Hypermarket Wal-Mart in China

Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, Shanghai University, language: English, abstract: Wal-Mart entered the Chinese market and opened its first Supercenter and Sam’s Club in Shenzhen in 1996. Currently, Wal-Mart operates a number of store formats in China including Supercenters, Sam’s Clubs, and Neighborhood Markets. Right now Wal-Mart has 190 units in 101 cities, and created over 50,000 job opportunities across China. This gives a first impression on the rapidly expansion of Wal-Mart in China. In this assignment the Chinese market as well as Wal-Mart’s marketing strategy referring to the Chinese market are analyzed.