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Wal-Mart Case Study

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Submitted By awechsler
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Pages 8
Ashley Wechsler
Strategic Management- 4010-21
J. Cameron Verhaal
Wal-Mart Case Study
September 16, 2014

Sam Walton started Wal-Mart in 1962. When Wal-Mart was first introduced, it was believed to be the least likely to succeed in the discount retailing business. The central focus of Wal-Mart was on price. By 1970, Wal-Mart had expanded to 30 towns, all in small towns. In order to expand Wal-Mart beyond its small region, Wal-Mart decided to go public. By the 1990s, 100 shares increased in value from $1,650 to $3,000,000. At this time, Wal-Mart had also spread throughout the United States in both large cities and small towns. Wal-Mart had many different opportunities and threats facing them including, but not limited to, the general environment, five-forces, and their industry structure. Using the VRIO framework, one can assess Wal-Mart’s resources and capabilities and conclude whether or not they have sustainable competitive advantages. The overall general environment of Wal-Mart posed opportunities as well as threats. Technology posed disadvantageous to Wal-Mart and other companies in the discount retail industry. “Internet shopping was appealing because of the convenience and selection available, but perhaps the most attractive aspect was the competitive pricing” (Hesterly, p. 1-13). Less people were coming in to look around the stores, and many items could be ordered at the comfort of the consumers’ home with the click of a finger. The demographics posed an opportunity for the discount retail industry and Wal-Mart. Demographics shifted to include more working mothers and longer work weeks. Because of this many American workers and consumers wanted fast and efficient shopping trips. Wal-Mart had many supercenters, which sold basically everything and they also made items easy to find. Since retail consumers became less reliant on established brand names,

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