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The Reasons of Success and Failure of International Retailers' Entries to Different Foreign Markets by the Example of Wal-Mart Stores, Inc

Student: Nikita Filimonov

Supervisor: Irina Kratko

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2018

The research is identifying factors of success and failure of entries to foreign markets of the biggest retailer in the international market – Walmart Stores Inc. Taking into consideration globalization and high level of consumption of Europe and Asian markets, it is impossible for the company to be the company with the biggest annual revenue and margin not going international, even if it operates on the US market. Nevertheless, if the company is successful in domestic market, it is not evidential that company would be successful in another country. Such factors as: cultural differences, legal issues, strategy to enter the market, plays significant role in success of the company going international. One of the reasons Walmart remains the leader among the biggest retailers is the right choice of internationalization strategies it applies to each market company enters. Topic is relevant as Walmart currently is the biggest retailer in the world – with almost $485 bn revenue in 2017. Indicator exceeds 2 times annual earnings of such giants as Apple, Exxon Mobil, General Motors. (Fortune 500, 2018) Objects of the research are international retailers’ entries to foreign markets. Subjects are successes or failures of international retailers’ entries to foreign markets. Main goals of the paper are: identifying which entry modes are mostly used by Walmart for internationalization, which were the factors of success or failure of the retailer in foreign market and to identify which steps could be made differently or even which entry strategy would be more beneficial in case of failure. Research consists of introduction, 3 chapters in main body, conclusion and reference list.

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