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Advertising Express Magazine:
Wal-Mart in India : Strategies and Scope
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Wal-Mart, the world's No. 1 retailer recently made an entry into the Indian markets through a joint venture with Bharti Enterprises Limited. Wal-Mart is globally known for its aggressive strategies and customer-centric approach. These approaches have enabled Wal-Mart to emerge successful in the tough and intensely competitive retail sector scenario and thereby prove its mettle. This case evaluates the strategies of Wal-Mart in India and its future prospects.

 
 

Wal-Mart, the world's biggest retailer, was founded in the year 1962 when Sam Walton and his brother opened the first retail store in Rogers, USA. The initial strategies of Wal-Mart included opening retail stores in small towns. The Walton's adopted innovative concepts for their retail stores such as self-service. By the year 1967, Wal-Mart was operating 24 stores with revenues of over $12.6 mn. The early success of Wal-Mart, in 1968, encouraged it to expand in the areas of Oklahoma and Missouri. Supported by an efficient distribution network, Wal-Mart continued to grow in leaps and bounds. The retailer was operating with 276 retail stores and impressive sales of $1.4 bn by the year 1980. The number of stores soon increased to 640 in 1984. Wal-Mart mainly operated two kinds of divisionsSpecialty divisions and the Retail divisions. The specialty segment further included Wal-Mart Optical, Wal-Mart Vacations, Wal-Mart Pharmacy and Tire & Lube Express. The Retail division was segregated into Wal-Mart Stores, Neighborhood Market and Sam's Clubs.

In the early 1990s, Wal-Mart declared that it wanted to operate on a broader level and hence was planning to go global. Very soon, it became a big name in the global retail markets. Parallely, the Indian retail sector was growing at an impressive pace. Driven by rising incomes of people, changing consumer behavior, luxurious lifestyles, rural retailing, etc., the retail sector soon became a growth engine of the Indian economy. Wal-Mart soon began to show a keen interest in entering the Indian landscape. However, one problem in entering the Indian markets was the government restrictions on FDI in Indian retail. These restrictions were imposed by the government due to the following reasons:

 
 

Advertising Express Magazine, Wal-Mart, Indian Markets, Retail Stores, Global Retail Markets, Indian Economy, Indian Retail Sector, Government Restrictions, Foreign Retailers, Bharti Enterprises, Organized Retailing Formats, Cannibalization, Business Strategy.