学术英语第二学期 期末论文 Wal-mart’s basic competitive strategy analysis 沃尔玛基本竞争战略分析

1、学术英语学位课程考试题 目 Wal-marts basic competitive strategy analysis 所在学院 国际工商管理学院 年级专业 企业管理 Wal-mart's basic competitive strategy analysisTopic: Wal-mart's basic competitive strategy analysisAuthor: CaiWanmingBackground：Any organization's survival and development are under the influence of the e

2、nvironment and restriction, strategic management and daily management of the one important difference is that a strategic management are more concerned about the influence of the environment variable to the survival and development of the enterprise, strategic management intend to analyze the enviro

3、nmental changes in order to find enterprise development of new opportunities and avoid these changes that may bring threatResearch question and innovation points: How does Wal-mart get competitive advantage? Why Wal-mart can become such a huge profitable company? Make the appropriate strategy and ob

4、tain competitive advantage in order to survive and develop in the harsh environmentTheoretical framework:：Methods：An example case analysisPossible findings：Cost leadingship strategy or differentiation strategy may gain competitive advantageLimitations and suggestions for future research：This is a ca

5、se study, further research may focus on the empirical studyWal-mart has become outstanding in the top, it cannot leave the basic competitive strategy implementation. Potter thinks that if enterprise wants to obtain competitive advantage, it must take cost leadership strategy or the differentiation s

6、trategy, if not to develop to take the two directions from any of it, the enterprise will be on the plight of strategy in moderation. This will make the enterprise under a serious disadvantage, so as to reduce the competition ability of the enterprise.In general, the enterprise cannot t use cost lea

7、dership strategy and the differentiation strategy at the same time, because use the two strategies cost quite high at the same time, thus leading to the enterprise strategic failure. But from wal-marts basic competition strategy, personally, I think it successfully put the two kinds of basic competi

8、tive strategy together, and get a huge competitive advantage finally.From the point of view of cost leadership analysis, wal-mart makes "everyday low price" strategy. Wal-mart use all kinds of measures, through in the wholesale channels, inventory management, delivery system, the distribut

9、ion methods, marketing expenses, administrative expenses in the process of reducing cost, greatly reduce the enterprise all aspects of spending. Every one of the wal-mart are labeled "everyday cheap" big slogan. Customers who buy any item don't feel satisfied in wal-mart, within a mont

10、h, he/she can take it back to the shop, wal-mart will return all the payment for goods. The cost of the long-term wal-mart leading strategy, make consumers form a kind of the subconscious mind, that is wal-mart sells low-priced products, at the same time, this practice has greatly increased the wal-

11、mart's market share.From the point of view of the differentiation analysis, I think wal-mart is taking the customer oriented strategy. Wal-mart is the second largest competitive advantage is through high quality sales service, to meet the different needs of different customers. Keep in low, and

12、on the basis of wal-mart provides consumers with comfortable shopping environment, high quality service and excellent shopping enjoyment. Wal-mart enjoys the service of his duties as the supreme. Many wal-mart store suspends such slogans: 1, the customer is always right 2, if costumer makes any erro

13、r, please refer to the first one. Through the high quality service, Wal-mart greatly occupies the retail market. As shown in the picture:Through the low price strategy and first-class service, Wal-mart sets up the excellent image and brand recognition in the consumers' mind. From Cleveland · bowman strategic clock model to analysis, wal-mart is actually taking the mxed strategy. Wal-mart is providing cu