-Case- -analysis-


Directions: read “Wal-Mart in Germany”.  There are THREE QUESTIONS and ALL THREE must be answered.  The objective here is to answer the questions utilizing the concepts in international marketing.  Good solid answers are traditionally about or somewhat less than one page per question.

1.      Describe the German business environment when Wal-Mart entered the German market.  Why did Wal-Mart fail in Germany?

2.     Describe German consumer and employee cultural differences relative to American.  Identify whether cultural differences between German and American consumers and employees could be described by using the Hofstede dimensions. If so, how?

3.     Recommend what Wal-Mart should have done in order to overcome existing business environmental issues and cultural differences and to succeed in the German market.  Please use appropriate marketing mix and strategies to provide recommendations for Wal-Mart.

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