B GIO DC V O TO TRNG I HC KINH T TP.

HCM VIN O TO SAU I HC

TIU LUN QUN TR KINH DOANH QUC T

S M RNG TON CU CA WAL-MART

GVHD LP NHM TPHCM, thng 12/2012

: NGUYN HNG PHONG : K20 M 1 : 15

S m rng ton cu ca Wal-Mart

Tiu lun mn: Qun tr kinh doanh quc t

DANH SCH NHM 15

STT 1 2 3 4 5 6 7 H v Tn Nguyn Nht Hng Hunh Nam Quang Hunh Th Qunh Tuyn Hong T Uyn Phm Th Thu Hng Hong Lan Hu Phm Hng Thi S th t trong danh sch 33 71 109 73 34 31 90

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MC LC
1. Gii thiu v tp on Wal-Mart...................................................................................4 Wal-Mart c c li ch g t vic m rng ton cu?.................................................5 Nhng ri ro no m Wal-Mart gp phi khi thm nhp vo cc th trng bn l khc? Lm th no hn ch nhng ri ro ?..............................................................8 Theo bn, ti sao Wal-Mart thm nhp th trng Mexico u tin bng hnh thc lin doanh? Ti sao cng ty mua li c phn ca i tc Mexico trong lin doanh vo nm 1998?...........................................................................................................................12 Wal-Mart ang theo ui chin lc no ton cu, a phng ha, quc t, hay xuyn quc gia? Vic la chn chin lc ny c hiu qu khng? Ti sao?...............15 Kt lun.............................................................................................................................17 Ti liu tham kho............................................................................................................19 [1] www.walmart.com......................................................................................................19 [2] vi.wikipedia.org/wiki/Wal-Mart................................................................................19 [3] http://www.kilobooks.com/threads/274441-Chui-cung-ng-ca-walmart#ixzz2ACXuUPTl ......................................................................................................19 [4] http://www.kilobooks.com/threads/274441-Chui-cung-ng-ca-walmart#ixzz2ACY8RKvG ....................................................................................................19 V mt s ti liu khc.....................................................................................................19

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1. Gii thiu v tp on Wal-Mart

1962 : cng ty c thnh lp vi ca hng u tin ca Wal-Mart ti Rogers, Arkansass, M. Sam Walton l ngi sng lp ra tp on Wal-Mark. 1969: cng ty chnh thc tr thnh tp on v mang tn Wal-Mart Stores Inc. 1970 : Wal-Mart m trung tm phn phi u tin v m vn phng ti Benonville, 1972 : Wal-Mart chnh thc nim yt chng khon trn Sn Giao dch Chng khon New York. 1975 : ly cm hng sau chuyn thm Hn Quc, Sam Watson gii thiu WalMart Cheer ni ting. 1983 : Sams Club m ln u tin vo thng 4 ti thnh ph Midwest, Oklahoma. 1987 : mng li v tinh Wal-Mart c hon tt v i vo hot ng, y l h thng v tinh t truyn thng tin ln nht nc M. 1988 : Supercenter u tin c m ti Washington, Mo. 1990 : Wal-Mart tr thnh nh bn l s 1 ti M. 1991 : Bc vo th trng th gii ln u tin vi vic m chi nhnh ti Mexico City. 1993 : Wal-Mart International Division c thnh lp vi Bobby Martin lm ch tch 1995 : xy dng 3 chi nhnh ti Argentina v 5 chi nhnh ti Brazil. 1996 : Wal-Mart xm nhp th trng Trung Quc thng qua tha thun lin doanh. 1997 : Wal-Mart tr thnh cng ty c s lng nhn vin ln nht ti M. 1998 : Wal-Mart xm nhp vo th trng Hn Quc thng qua tha thun lin doanh. 1999 : Wal-Mart c 1.140.000 nhn vin, tr thnh cng ty c s lng nhn vin ln nht th gii. 1999 : mua li ASDA Group plc. ca Anh (gm 229 ca hng). 1999 : mua li 374 chi nhnh ca Interspa ti c.

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2000 : xp hng 5 trong danh sch Global Most Admired All-Stars do tp ch FORTUNE bnh chn. 2002 : xm nhp th trng Nht qua vic thn tnh li Seryu. 2002 : ng u ti Fortunes Global 500 v xp hng nht trong danh sch cc cng ty c yu thch nht ti M. 2005 : mua li Sonaes Brazil operations bao gm 140 i siu th, siu th v i l bn s vi kinh ph giao dch l 764 triu USD vo thng 12. 2006 : xm nhp vo th trng bn l ti Trung M qua vic mua li c phn ca nh bn l khu vc - mt nh bn l H Lan tn Royal Ahold c chui ca hng ti Costa Rica, Guatemala, El Salvador, Honduras v Nicaragua. Ngy nay, Wal-mart s dng hn 2,1 triu lao ng. C 8.500 ca hng trn khp th gii. Hn 200 triu khch mua sm cc ca hng mi tun. Wal-Mart c c li ch g t vic m rng ton cu? Hiu ng kinh nghim Li ch kinh t theo quy m: Wal-Mart c th tn dng c hiu qu kinh t theo quy m nh vo quyn lc mua ton cu ca mnh. Cc thng gia khp ni trn th gii tm n Wal-Mart cho hng, vi hy vng sn phm ca h s c mt trong chui dy chuyn siu th ln nht th gii. Nhiu nh cung cp chnh ca Wal-Mart l nhng cng ty a quc gia nh GE (hng gia dng), Unilever (hng thc phm), v P&G (sn phm chm sc c nhn). Tt c u l nhng nh cung cp ln c hot ng kinh doanh ring trn ton cu. Bng cch tip cn th trng quc t, Wal-Mart tn dng quy m khng l ca mnh yu cu chit khu nhiu hn t cc nh bn l ton cu ti a phng. Nh vy lm tng kh nng a ra mc gi thp cho ngi tiu dng, ginh c Nhm 15 K20 m 1 Page 5

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th phn, v thu c nhiu li nhun hn. S kin nh ca Wal-Mart trong chuyn hng phi lun lun gi thp khin cc hng cung cp gn nh phi t pht huy nng lc, phi do d khng dm bn chuyn tng gi bn cho Wal-Mart ngay c khi chuyn tng gi ny l hon ton chnh ng. Nh cung cp cho Walmart ch c hai la chn: hoc chp nhn gi Walmart a ra d h ch c li vi xu trn mi sn phm, hoc Walmart s ct khng t hng na. Nu cc hng cung cp c nh i ngc li tiu ch ca Walmart, cc hng ny s b e da ct hp ng v kh nng ph sn l rt cao. L do l Walmart lun t hng vi s lng ln, n nh. Nhng m bo vic hp ng s c k kt, hng cung cp phi a c mc gi thp nht. Nm c im yu ca cc nh cung cp, Walmart tm cch buc cc nh cung cp phi cnh tranh ln nhau, ri tm ni no hin gi thp nht. Nh bn hng gi r, ch Wal-Mart n r nh nm sau ma. u nm 1990, Wal-Mart bt u a cc mt hng thc phm vo bn chung vi cc hng ha tiu dng khc. M hnh ny i hi phi c nhng ca hng siu ln m WalMart gi l supercenter (i siu th), cho php khch hng mua mi th h cn, t n vt ti gii tr. ni no Wal-Mart t chn ti, c ca hng bn l phi treo bin ngng hot ng hoc co cm li. Hiu ng bi hc : Cu trc chi ph ca Wal-Mart tp trung vo vic gim thiu chi ph v tit kim da trn quy m ln; p dng cng ngh thng tin, qun l kiu hin i khng cn nhiu nhn cng, cng thm chi ph cho lao ng thp cng to mt li th ln cho Wal-Mart. (Trong ngnh bn l th tin lng nhn cng chim 70% chi ph hot ng c nh). Wal-Mart cng ni ting vi nhng phng php chuyn chi ph hot ng sang pha nh cung ng. Thnh cng ca Wal-Mart l nh hng p dng trit m hnh kinh doanh ny vo hot ng ca tng ca hng bn l. Tnh kinh t ca a im Nhm 15 K20 m 1 Page 6

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Trong nhng thp k u tin hi mi pht trin, cch m rng mng li ca Wal-Mart n gin ch l nhn bn cc ca hng gi r ra nhng a im mi nm xa khu vc t . Thi gian u cch lm ny rt hiu qu, song sau ny Wal-Mart nhiu ln tht bi khi m rng mng li cc quc gia khc. Khch hng mi ni c mt tp qun sinh hot khc nhau, t i li ti m hnh gia nh v iu nh hng ti thi quen mua sm. Cc siu th ca Wal-Mart sau mt thi gian khai trng c v Hn Quc b sa ly, thua l nng v phi rt khi th trng vo nm 2006. Wal-Mart xoay sang cch tip cn mi. Thay v m cc siu th s, tp on ny lp ra cc ca hng quy m nh, ging nh cc ca hng tp ha h gia nh. Hng ha bn ra c la chn sao cho ph hp vi tp qun tiu dng ca a phng. Chng hn, cc ca hng Trung Quc bn n kiu Trung Quc, ca hng Brazil bn nhiu ca Brazil. Tuy nhin, ton b khu qun l hu cn c p dng theo m hnh kiu M. Wal-Mart p dng cch tip cn mi mt phn nh vo kinh nghim rt ra Anh, ni tp on ny mua li chui siu th Asda cch y 10 nm vi gi gn 11 t USD. Dy chuyn siu th ny kh thnh cng, song Wal-Mart vn cha hi lng v khng m rng c nhiu. V mua li Safeway sau ca Wal-Mart th tht bi hon ton do b c quan chng c quyn Anh bc b v quy hoch pht trin ngt ngho Anh khng khuyn khch m siu th trn lan. Khai thc cc tng kinh doanh ti cc nc m Wal-Mart ang cnh tranh. V d: Ca hng hai tng ti New York xut hin nh vo s thnh cng ca chui ca hng nhiu tng ti Hn Quc. Nhng tng khc, nh l quy hng ru ti ca hng Argentina hin c mt ti nhiu m hnh bn l ca cng ty trn ton cu. Wal-Mart nhn ra rng nu khng m rng ra quc t th nhng nh bn l ton cu khc h gc n. Wal-Mart phi i Nhm 15 K20 m 1 Page 7

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din vi s cnh tranh ton cu khc lit t Carrefour ca Php, Ahold ca H Lan, v Tesco ca Anh. nhng th trng khng cho php u t trc tip nc ngoi trong ngnh bn l nh n . Lut php n khng cho php cc tp on bn l ln bn hng trc tip cho ngi tiu dng, nhng h c th kinh doanh hot ng bn bun v cung cp hng ha dch v cho cc cng ty bn l ca n . Do Wal-Mart thm nhp th trng bn l n bng cch k hp ng thnh lp lin doanh vi Bharti Enterpries Ltd. mt trong nhng cng ty hot ng truyn thng, bo him v bn l ln nht n . Theo , lin doanh s thit lp mt h thng ca hng bn bun cung cp hng cho cc ca hng bn l, cc nh my v nng tri nc ny. Chuyn giao li th V cui cng, hot ng o hi thng qua s chuyn di cc quy trnh kinh doanh sang mt nc khc, c th l Trung Quc, gip Wal-Mart tit kim hn so vi vic s dng li nhun thu c t cc ca hng bn l quc t vo mt d n u t ln hn. y l mt phn ch yu ca chin lc ton cu m Wal-Mart hng ti. Nhng ri ro no m Wal-Mart gp phi khi thm nhp vo cc th trng bn l khc? Lm th no hn ch nhng ri ro ?
S tri dy ca thng mi in t

- Wal-Mart gp khn kh ti Trung Quc bi thng mi in t pht trin mnh, tc tng trng ln ti 40%/nm. Gn y, Wal-Mart mua li c phn tr gi 500 triu USD ti cng ty bn l trc tuyn 360Buy. Tuy nhin Wal-Mart cng gp kh ch nhiu cng ty bn l nh Dang Dang v Mecoxlane sn sng khng cn li nhun ginh th phn. => Ngy ny, khi cng ngh thng tin pht trin mnh m, Thng Mi in t c ng dng rng ri Wal-mart ch ng lin kt vi cc website v tn dng h Nhm 15 K20 m 1 Page 8

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thng bn hng trc tuyn pht trin. Wal-Mart tng cng h thng TMT bng vic lin minh vi AOL vo nm 2001 cng cp internet n vng ngoi v nng thng c bit l nhng vng cha c ca hng ca Wal-Mart. Mc ch ca Wal-Mart l thu ht nhng phn on th trng mi v gim tc ng i vi cc ca hng hin ti. Wal-Mart cng s dng m hnh bn l thch hp kt hp gia TMT v TM truyn thng. (M hnh Click-Mortal: Va kinh doanh online va kinh doanh offline) Kh khn ca Wal- mart ti Chu u Khi bnh trng sang chu u th Wal-Mart gp nhiu kh khn v cc lut l thng mi lc a gi t ra nhiu hn ch. Chng hn, nm 1997, Wal-Mart bt u tn cng th trng c, khi tiu th ln th ba trn th gii sau M v Nht Bn, bng cch mua hai cng ty bn l Wertkauf v Interspar, nhng cho ti nay vn khng tin ln c, WalMart chim cha ti 5% th trng v vn b l. Nhng cng nhn s kin trn mi thy c s nng ng v lng quyt tm chinh phc khch hng ca cc ng ch Wal-Mart. Trc kh khn c nh vy, gn y, cng ty Wal-Mart th nghim ti thnh ph Dortmund mt tr thu ht khch hng mi, l m nhng gi i mua sm dnh ring cho nhng khch c thn! Chiu th su, nhng ngi c thn n ca hng Wal-Mart s c mi n bnh, ung ru vang do cng ty khon i, v c mt bng ghi danh vi chi tit v i sng, s thch, s in thoi lm quen vi nhau. S ngi n mua hng tng ln ti 14 ca hng th nghim tr ny trong s 90 ca hng Wal-Mart. V c 30 cp tr thnh bn tm tnh qua vic mi li ca Wal-Mart. Hin tng trn cho thy mt c im ca cng ty Wal-Mart l nm r tm l khch hng. Wal-Mart cng tn dng k thut tin hc tp trung cc d liu v ngi tiu th, v khch hng ca chnh h, gip cho h lm k hoch st thc t Nhm 15 K20 m 1 Page 9

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hn. Chnh nh nhiu yu t nh vy, Wal-Mart tr thnh tp on bn l s 1 vi chnh sch gi r c 4 thp k nay. Nhng d bn theo cch g, h vn c tin tng s gi vng v tr l cng ty ln nht ti M v th gii.
Thiu s ch tm vo yu t vn ha v tm l ca ngi tiu dng

Ti Hn Quc : Ngi Hn Quc thch mua thc n ti sng nhng Ti Nht Bn : Ngi Nht thch mua sm trong nhng ca hng sch s,

Walmart ch tp trungvo hp v thc n sn. ngn np, sng sa ch khng phi mt ni m m , qu nhiu hng ha xp chng cht nh nh kho c k Wal-mart. M hnh qun l Hu ht cc cng ty M ang thnh cng ti Nht Bn nh McDonalds u giao cho cc lnh o cp cao lu nm ngi Nht qun l cc chi nhnh, cho php h c quyn t tr mc nht nh. Nhng Walmart lm iu ngc li, giao quyn qun l cho mt nhm lnh o ngi nc ngoi. Vn ha phng ng khc nhiu vn ha phng Ty v ngi nc ngoi s t am hiu th hiu ngi tiu dng ca nc s ti. M cc chi nhnh trn th gii ca Walmart u c qun l theo kiu tp trung, di s ch huy ca tr s chnh ti M, chnh kiu qun l ny khin Walmart xa ri ngi tiu dng Nht Bn cng nh Hn Quc. Hiu ng Wal-mart Khi Walmart bc vo mt tnh thnh, mt a ht, hay ton b mt ngnh cng nghip, tc ng lun y kch tnh. V tc ng y lun l mt hn hp gia tt v xu: tt cho ngi tiu dng v ngi mua sm, nhng xu cho nhng ca hng sn c. Tt cho hiu qu ca cc nh my v sn xut, nhng nguy him cho cc hng cung cp no nhng qu nhiu quyn kim sot cho Walmart. l hiu ng Walmart. iu ny khin th trng ni Walmart c nh thm nhp - e ngi, d dt bi v h nhn thc c rng vi sc mua khng l v s bnh trng, Walmart l k chuyn git chtthng hiu khc. Nhm 15 K20 m 1 Page 10

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C s h tng ngho nn, ng s ng c, thiu s h tr ti chnh vi cc nh cung cp a phng. Nhiu nh cung cp khng th hoc s khng giao hng trc tip vo cc ca hng ca Wal-Mart hoc trung tm phn phi, dn n kh khn trong vic d tr hng ha, v th lm tng chi ph v gi c.
S tht bi trong to dng hnh nh v nh v th trng

Wal-Mart sai lm khi qu ph thuc vo m hnh cc siu th bn l ln gip cng ty ny thnh cng ti M trong khi thc t ngi tiu dng ti Trung Quc chung cc ca hng bn l nh. Wal-Mart i theo vt xe ca Home Depot v BestBuy. C hai hng bn l ny rt khi th trng Trung Quc. T l tng trng doanh thu ti Trung Quc hng nm ca Trung Quc c th cao, tuy nhin yu t giao thng khng thun li v thiu ch xe ng ngha vi vic ngi tiu dng s mun mua sm gn nh hn. Ngoi ra, khi chnh ph Trung Quc cm s dng ti nilong, ngi tiu dng phi i mua hng nhiu hn v mi ln mua t hng hn, h li cng chung cc ca hng gn nh. Ngi tiu dng thng mua sn phm nhp khu t tin ti cc ca hng nh do ngi Trung Quc m ra v n Wal-Mart mua hng gi thp nh kem nh rng Colgate v du gi u Procter and Gamble, bt git Tide. Mt ngi tiu dng ti Thng Hi cho bit: Ti mua hoa qu t ca hng nh bi n ti hn so vi Wal-Mart. Ti khng quan tm n vic liu gi c c cao gp i, quan trng l sn phm cht lng tt hn. Hn na, n Wal-Mart ti phi tr tin gi xe. Vic ngi tiu dng sn sng mua hoa qu gi cao v trnh cc siu th bn l khng c ch xe min ph cho thy Wal-Mart v nhiu cng ty bn l khc khng hiu ngi tiu dng Trung Quc. H s chi tiu khi h nhn thy gi tr v h cn c vi tng chi ph nh nh tin gi xe.Wal-Mart gp rt nhiu kh khn trong vic gip ngi tiu dng nhn din c tiu ch bn hng v thng hiu ca hng. H ni n quan nim gi thp th nhng li nh v kh cao trn th trng nu so vi cc ca ca hng bn l dc ph thc s mang n gi r cho ngi tiu dng. Nhm 15 K20 m 1 Page 11

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Nghin cu cho thy khch hng tiu dng ti Wal-Mart v ng gp nhiu nht cho doanh thu ca cng ty thng l nhm khch hng trung lu hoc giu. H khng n Wal-Mart vi suy ngh mua hng gi r m coi nh a im mua hng an ton v cht lng cao. H khng thch hnh nh hng gi r m Wal-Mart trng ra trong cc quy hng cng nh cch chn hng ca cng ty ny, h khng thch m ng chen nhau mua sm, h mun c mi trng mua sm thoi mi, d chu hn. Cc hng bn l nc ngoi s chng bao gi c la chn lm ni mua hng gi r ti Trung Quc bi nhm ca hng bn l sn sng h gi n mc ti a, v th cnh tranh v gi thc s l mt chin lc ngu ngc. hn ch nhng ri ro trn Wal-Mart : Wal-Mart ch tm vo yu t vn ha v tm l ca ngi tiu dng bn c nhng hng ha ph hp hn vi s thch v th hiu ca ngi a phng Wal-Mart thm nhp vo th trng ch yu bng vic mua li nhng nh bn l hin hu v sau chuyn giao li nhng kinh nghim v h thng thng tin, hu cn v qun l. Mt s quc gia th thnh lp cc ca hng ring. To mi quan h mt thit ca cng ty vi mt cng ty vn ti th trng m mnh mun xm nhp ci thin h thng phn phi, phc v tt hn cho cng ty, qua gip gim c lng hng tn kho v chi ph hu cn. Theo bn, ti sao Wal-Mart thm nhp th trng Mexico u tin bng hnh thc lin doanh? Ti sao cng ty mua li c phn ca i tc Mexico trong lin doanh vo nm 1998?
Vo nm 1990, Wal-Mart nhn ra rng c hi pht trin ca n M ang tr nn b gii hn hn, d on vo u nhng nm 2000, cc c hi pht trin ni a s b kim hm li do th trng bo ha. V vy, cng ty quyt nh m rng hot ng kinh doanh ra th trng ton cu. Vo nm 1991, Wal-Mart bt u pht trin ra th trng quc t vi vic khai trng cc ca hng u tin Mexico.

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Wal-Mart xm nhp vo th trng ban u bng hnh thc lin doanh vi cng ty Cifra, mt cng ty bn l ln nht ca Mexico. Lc u, Wal-Mart phm phi vi sai lm do vic rp khun h thng phn phi tng rt thnh cng th trng M vo th trng Mexico. C s h tng ngho nn, ng x ng c, v thiu tc dng n by vi cc nh cung ng hng gy ra cc vn v vic tr hng, lm tng chi ph v gi bn. Trong lc cc phng thc bn l ca n rt hp vi th trng M, nhng li khng hiu qu cc nc ni m c s h tng khc vi th trng M, th hiu v s thch khch hng cng khc, v cc nh bn l c sn chim lnh th trng. Vo khong gia nhng nm 1990, Wal-Mart nhn thy sai lm v iu chnh cc hot ng kinh doanh ca n Mexico cho ph hp vi mi trng a phng. Vic hp tc vi mt cng ty vn chuyn hng ha Mexico ci thin h thng phn phi ca WalMart rt nhiu, bn cnh n cng xem xt cn thn hn vic d tr v bn nhng hng ha ph hp hn vi th hiu v s thch ca ngi dn a phng hn. Ngy nay, Mexico c xem l th trng dn u trong cc hot ng kinh doanh ton cu ca Wal-Mart. Vo nm 1998, Wal-Mart mua li c phn d n lin doanh ca cng ty Cifera. Nm 2005, Wal-Mart Mexico tng gp i quy m cu n so vi i th chnh th trng ny vi khong 700 ca hng v tng thu nhp khong 12,5 t USD. Wal-Mart thm nhp vo th trng Canada, Anh, c, Nht, Hn Quc, bng cch mua li cc nh bn l c sn trn th trng v sau n chuyn giao h thng qun l thng tin, logistics, v cc k nng qun l ca mnh sang cc chi nhnh ny. Cn cc quc gia khc, Wal-Mart t thnh lp ca hng ca mnh. Wal-Mart nhn ra rng nu n khng bnh trng ra th trng th gii, th cc cng ty bn l ton cu khc cng s lm iu tng t. Nh vy ban u Wal-Mart lin doanh vi cng ty Cifra, mt cng ty bn l ln nht ca Mexico, v h nhn thy rng:

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Vo nm 1991, nhng hip nh thng mi t do gia M v Mexico c k kt, to iu kin thu ht u t v cnh tranh thng mi. Th trng bn l Wal-Mart ti M cng c xu hng bo ha. Th trng Mexico rt ln v tim nng vi dn s ng, s cng ty bn l cha nhiu, v tr a l gn vi M, c nhng nt tng ng v th trng. Hnh thc lin doanh l c s phi hp cng gp vn u t sn xut kinh doanh ca cc nh u t nc ngoi v cc nh u t nc s ti. T l gp vn ca mi bn s quyt nh ti mc tham gia qun l doanh nghip, t l li nhun c hng cng nh ri ro, chi ph mi bn tham gia lin doanh phi gnh chu. Hnh thc lin doanh em li nhiu li th cho c nh u t 2 bn. i vi cng ty Cifera, khi tham gia lin doanh, ngoi vic phn chia li nhun theo t l vn gp, Cifra cn c iu kin tip cn vi cng ngh hin i, phong cch v trnh qun l kinh t tin tin ca Wal-Mart v ngc li. i vi Wal-Mart, li th c hng l c m bo kh nng thnh cng cao hn do mi trng kinh doanh, php l hon ton xa l nu khng c bn Cifera th s gp rt nhiu kh khn, c nh nc Mexico d dng chp nhn hn hnh thc 100% vn u t nc ngoi v Cifera l cng ty bn l ln nht Mexico nn thng hiu v uy tn ca h quen thuc vi th trng ny, h to c lng tin i vi khch hng v c c nhng kinh nghim ph hp vi c im ring ca Mexico.
Vo nm 1998, cng ty mua li c phn ca i tc Mexico trong lin doanh v:

Wal-Mart xm nhp c th do thi im ny Mexico khng hong, nn WalMart nhy v mua n, sau chuyn n thnh vn, gip tp on a quc xm nhp vo 1 s ngnh ca cc nc ang pht trin nh Mexico. Hip nh thng mi t do Bc M (NAFTA) c hiu lc t 01/01/1994, to s thng thong trong chnh sch thng mi v u t cho c 3 nc. Hnh thc doanh nghip lin doanh cng c s bt li l c s rng buc cht ch trong mt php nhn chung gia cc bn hon ton khc nhau khng ch v ngn ng m cn v truyn thng, phong tc, tp qun, phong cch kinh doanh, do vy c th pht sinh nhng mu thun khng d g gii quyt. Nh vy, 7 nm, k t khi Wal-Mart bt u lin doanh vi Cifera, th h tin hnh mua ht c phn Cifra, khi h hiu v bit cch kinh doanh ph hp vi mi trng a phng Mexico, bit th hiu v s thch ca Nhm 15 K20 m 1 Page 14

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ngi dn a phng hn cng nh thng hiu Wal-Mart quen thuc vi ngi dn Mexico nn h d dng chp nhn. Wal-Mart ang theo ui chin lc no ton cu, a phng ha, quc t, hay xuyn quc gia? Vic la chn chin lc ny c hiu qu khng? Ti sao?
Wal-Mart ang theo ui chin lc a phng ha khi thm nhp th trng quc t. Vic la chn chin lc ny mang li hiu qu rt ln, v: Wal-Mart l h thng bn l ln nht th gii vi dng gia dng, in t, qun o, trang sc, chi tr em, tp ha, y l cc mt hng thit yu v ty thuc vng min, quc gia, chu lc m c cc th hiu, yu cu, cht lng khc nhau. Hn na cung cp cc mt hng ny ti tay ngi tiu dng th phi c h thng giao thng, vn chuyn, chui cc nh cung ng hng ha a phng ph hp. V iu ny ph thuc rt nhiu vo tnh hnh pht trin, vn ha a phng. V vy, mun tn ti v pht trin, Wal-mart khng th khng t mnh chuyn i cho ph hp th trng. S tht bi ban u t Mexico hay vic phi ri khi Trung Quc v Hn Quc sau ny l nhng bi hc cay ng cho Wal-mart v khng am hiu a phng, thi quen tiu dng, vn ha cng nh s thch mua hng c trng ca cc quc gia ny. Ban u, Wal-mart i theo chin lc ton cu ha, ngha l hot ng sn xut v phn phi sn phm hay dch v theo cng mt tiu chun, chng loi v cht lng. Tuy nhin, khi thm nhp th trng Mexico Wal-mart ban u tht bi v khng am hiu a phng: C s h tng ngho nn, ng s ng c, thiu s h tr ti chnh vi cc nh cung cp a phng. Nhiu nh cung cp khng th hoc s khng giao hng trc tip vo cc ca hng ca Wal-Mart hoc trung tm phn phi, dn n kh khn trong vic d tr hng ha, v th lm tng chi ph v gi c.. Nhiu ca hng ca Wal-Mart Mexico

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bn nhng sn phm vn ch c a chung M nhng li khng ph hp vi th hiu khch hng Mexico. n gia thp nin 1990, Wal-Mart rt kinh nghim t nhng tht bi ban u v thch nghi vi hot ng ti Mexico ph hp vi mi trng a phng. V dn bn c nhng hng ha ph hp hn vi s thch v th hiu ca ngi a phng. Nh vy, vi vic thay i chin lc t ton cu ha sang a phng ha m Walmart t c nhng tng trng mnh m v tr thnh nh bn l ln nht trn th gii. Kt qu ca vic p dng chin lc a phng ha trong vic thm nhp th trng quc t ca Wal-Mart: Ti Mexico, Walmex- cng ty con ca Wal mart l doanh nghip s dng nhiu lao ng nht Mexico (khong 209.000 ngi) v rt c ting y. Mexico cng l th trng nc ngoi ln nht ca Wal-Mart, khi 10% ca hng ca Wal-Mart trn ton cu l Mexico.

Nm 1995, Wal-Mart bao qut ht 50 bang bng vic m mt ca hng Walmart Vermont. Ti thi im ny, cng ty cng mua li cc ca hng Woolco Canada, c c s Hng Kng, mt s ca hng Argentina v Brazil. Nm 1996, Wal-Mart thm ch cn m rng th trng ca mnh sang Trung Quc. Nm 1997, Wal-Mart l cng ty t nhn u tin t doanh s bn hng 100 t la v tr thnh cng ty t nhn ln nht Hoa K. Nm 1999: Wal-Mart c 1.140.000 nhn vin, tr thnh tp on c s lng ngi lm ln nht th gii.
Nm 2006: Tp ch Fortune cng b Wal-Mart ln th t lin tip ng u danh sch 500 cng ty ln nht th gii v l cng ty c ngng m nht nc M Nm 2008: th trng ca Wal-Mart: M, Mxic, Anh, Nht, Argentia, Braxin, Canada, Trung Quc, Puerto Rico, Wal-Mart hot ng vi hn 3.800 c s nc M v hn 3.100 c s nc ngoi. Doanh thu t cc ca hng quc t ca Wal-Mart chim 24% trong tng doanh thu ca tp on, v Wal-Mart ang n lc tm cch m rng ra

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nc ngoi trong bi cnh th trng M ang tr nn bo ho. Nm 2008, ln u tin trong lch s ca Wal-Mart, tc pht trin cc ca hng nc ngoi s vt tc pht trin M. Wal-Mart cng ang tp trung pht trin M La tinh, Canaa v Trung Quc.

Kt lun Theo bng xp hng tp ch danh ting Fortune va cng b, tp on bn l Wal-Mart ln th t lin tip ng u danh sch 500 cng ty ln nht th gii. Wal-Mart v tr s mt vi doanh s vt tri 288 t USD, trong li nhun t 10,2 t USD. T nm 2002 n nay, Wal-Mart lun ng u danh sch Fortune 500 v c xem l cng ty c ngng m nht ti M. Trong danh sch 25 nh kinh doanh c kh nng lm thay i th gii do hng CNN v tp ch Fortune bnh chn v cng b hi u thng 4 va qua, ngi sng lp Wal-Mart Sam Walton c xp th 2, ch sau Bill Gates, t ph giu nht th gii v l ch tp on Microsoft. Wal-Mart c doanh thu ln nht trong s cc cng ty bn l trn th gii, vt xa cng ty ng th nh l Carrefour. Doanh thu ca cng ty bn l Php ny ch gn bng mt na ca Wal-Mart. H thng Wal-Mart gm hn 4.688 ca hng khp th gii, hn hai phn ba ti nc M. t c s thnh cng bn vng, trch nhim x hi phi l mt phn khng th tch ri trong chin lc kinh doanh. Thng qua vic y mnh cc hot ng x hi, cc cng ty c th th hin s cam kt ca mnh i vi ch s hu v cc c ng. Bng vic ch trng vo cc cam kt x hi lin quan n hot ng kinh doanh, cng ty c th m rng tm nh hng ca mnh trong lnh vc kinh t, x hi v mi trng cng nh pht trin mt cch nhanh chng. Cc hat ng x hi ca Walmart tr thnh mt phn khng kht trong chin lc Nhm 15 K20 m 1 Page 17

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kinh doanh. C trch nhim vi x hi n gin l mt phn trong cng vic kinh doanh ca tp on. Wal-Mart l mt tp on ni ting vi cc hot ng ng gp x hi trong cc lnh vc kinh doanh ca mnh. t hiu qu, trch nhim x hi ca doanh nghip cn c tin hnh mt cch tp trung, tc ng n nhiu ngi, vi mt k hoch lu di v lin kt vi hot ng kinh doanh. Trong vi nm qua, tp on xy dng c mt m hnh to nn nhng khc bit ln trong cc vn ng quan tm ca x hi. Ti Walmart, tp on tp trung cc hot ng ca mnh vo mt s vn ton cu nh: gio dc, tnh bn vng, pht trin kinh t, sc khe v dinh dng. Wal-Mart rt mong mun cc hot ng ny s c p dng vo cng vic kinh doanh ton cu ca tp on. Wal-Mart va cng b chng trnh nng nghip bn vng nh mt v d v s i mi, tnh linh hot v tp trung ton cu, gip tng sc mua t cc nng tri ln nh trn tan th gii, gim hoang ph thc phm v duy tr s bn vng ngun sn phm trong nng nghip. Theo , WalMart s gip cc nng tri nh trn khp th gii bng k hach s bn ra 1 t la ngun thc phm nhp t cc nng tri nh v va vo cui nm 2015. Chin lc nng nghip bn vng ca Walmart c chia thnh ba khu vc rng ln c mc tiu h tr c th gip cng ty theo di v bo co tin trnh nh l phn trong mc tiu kinh doanh. Walmart, c coi nh mt h thng ca hng tp ha ln nht th gii, ng vai tr quan trng trong vic to s khc bit trong ngnh sn xut lng thc i vi cng ng, cc nn kinh t a phng v kinh t gia nh ton cu. Cuc tranh ci xung quanh ch bn l Wal-Mart s cn ko di chng no cn tn ti mu thun gia nhu cu dng hng gi r v vn o c kinh doanh hay bo v mi trng. Tuy nhin, c mt thc t khng th ph nhn y l mt in hnh v cu chuyn thnh cng ca mt doanh nghip trong mi trng cnh tranh t do. Di gc no , th gii phi t thay i trc nhng trit l kinh doanh i khi c cho l gn d ca Wal-Mart.

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Ti liu tham kho [1] www.walmart.com [2] vi.wikipedia.org/wiki/Wal-Mart [3] http://www.kilobooks.com/threads/274441-Chui-cung-ng-ca-walmart#ixzz2ACXuUPTl [4] http://www.kilobooks.com/threads/274441-Chui-cung-ng-ca-walmart#ixzz2ACY8RKvG V mt s ti liu khc.

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