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Home Depot Fail in China

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Submitted By arbusliu
Words 2932
Pages 12
Home Depot Failed in China

Name: Chuanshi Liu
ID: h701789460
Course: IB 207

Background Home Depot is the largest home improvement retailer in the world. It has about 2200 stores across the United States, Canada, and Mexican. It targets three main customer groups, which are D-I-Y customers, D-I-F-M customers and professional customers. Home depot is famous for its D-I-Y products and services. In 2006, after housing market turn down in the United States, Home Depot entered into the China home improvement market through a full M&A activity. It has twelve stores in Beijing, Shanghai, and other large cities in China. Home Depot served the similar services and products to Chinese customers, which also include the D-I-Y products. However, Home Depot did not succeed this time in China. From 2006 to 2012, the top managers in China area have been changed three times. Home Depot wanted to find out the solutions to this bad situation in local market. However, the situation was worsened when the building material market turned down in 2012, 12 main stores have been closed in local market. Top managers believe that the main reason for their failure is the cultural difference. The D-I-Y services and products do not fit the local culture.

Changes and effects
Business Environment There are changes in business environment for Home Depot. In United States, the biggest competitor for the Home Depot is Lowe's. They have very similar products and services. Both of them create the competitive advantage based on the cost advantage because of the bargaining power with the suppliers. Managers might think Home Depot could get the same competitive advantage in local market. However, the business models for the housing improvement retailers are very different in the United States and China. The differences have negatively affected this operation in China.

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