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C/B/3644. Entry of Wal-Mart to Russian market

WORDS:
2550
DATE:
2011
PRICE:
29.99 GBP

The paper looks at the possibility for Wal-Mart to enter the Russian market providing a situational analysis of the company and their international business along the lines of the SWOT model. Porter’s five forces analysis is conducted of the food and non food retail sector, PESTEL analysis of the Russian market is performed. Theory of internalisation is reviewed discussing frameworks used to assess the readiness of the company to internationalise their business. Conclusions are made about the interest towards Wal-Mart in Russia. Recommendations to Wal-Mart management are suggested along the lines of the marketing mix model.

 

KEYWORDS: Wal-Mart, Russian market entry, SWOT, Porter’s five forces, PESTLE, marketing mix,

 
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