The customers were more concerned about prices of the product than bulk shopping. Sometimes customers don’t need to purchase certain items in bulk and thus the expensive price tag of these products as compared to low price available only on bulk shopping did not appeal to consumers in Germany. It met with success in UK and Canada because of the same buying pattern of bulk shopping, homogenous social traditions and expectations and more disposable income available to households and the same language of the consumers. However, when expanding to one of the most diverse continents namely Asia, even multinationals and giants like Wal-Mart have to watch their step. Wal-Mart can continue to expand in countries in other European countries and Asian markets by following the business model it employed in Japan by keeping the name of the already trusted and recognized brand name of Seiyu. Even though the stores operated in discount format however, by not changing the name of the company to Wal-Mart it managed to replace consumer confusion and perception of a foreign retailer with trust and immediate brand recognition and retention amongst Japanese consumers of a brand name already present in the Japanese market.
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