International Mini-Plan Wal-Mart in Hong Kong the Essay

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International Mini-Plan

Wal-Mart in Hong Kong

The Wal-Mart store is one of the leading American subsidized markets for domestic goods that have been subsidized. In the recent past, it has been considering expansion of their stores to other countries and one of them would be Hong Kong in China.

Reason why choose Hong Kong to expand

One reason why the Wal-Mart should invest in Hong Kong is the promising economic trends that are there. The total world trade that was experienced in January to July 2007 was a staggering $391.9 billions, which was a 12.4% increment as compared to the same period of the previous year as shown in Consulate General of India, (2007). This was perpetuated by the steady demand from mainland China and particularly for industrial export products like the electronics and electronic components.

The other reason is that there is a British legal system that has been adopted in Hong Kong hence there is an atmosphere that is conducive and the American-based business will not have a hard time in terms of acquainting itself with the business environment. This accompanied by availability of labor and efficient communication makes Hong Kong a suitable target for expansion.

Since Wal-Mart will be a foreign owned business there will be need to engage the Hong Kong population in the business through partial ownership of the business.

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This will be facilitated by floating shares and allowing the people to buy shares and retaining 50% of the ownership to the mother company in USA.

In terms of the product strategy, it is essential to note that there are other chain stores that already exist in Hong Kong hence Wal-Mart will have to counter this through the provision of a wider variety of products, efficient delivery and quality assurance. This will be achieved through importation of products from other countries, USA included and having a mix of the imports and the locally sourced good. The other very significant point to note here is the significance of carrying out a qualitative research among the potential customers so as to know the proper market segmentation as indicated by VentiMar LLC (2011). These strategies will help in the streamlining the customer quest for products and the variety.

Marketing cannot be underestimated particularly in the first two years of entry into the market. However, it will be crucial for the Hong Kong branch to use the mother brand name of Wal-Mart since this is an international brand that is respected by a large population. This will help in the image portrayal and the market strategy will the much helped by this. The business will have to….....

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