Wal-Mart in Europe: prospects for the UK

ISSN： 0265-1335

Source： International Marketing Review, Vol.17, Iss.4-5, 2000-04, pp. : 416-432

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Abstract

The purpose of this paper is to assess the long-term opportunity (or lack thereof) for Wal-Mart in the UK. Wal-Mart is the world's largest retailer and the UK market offers a logical next step following Wal-Mart's 1997 entry into the European market via Germany. Retail internationalisation is discussed and how Wal-Mart might enter the UK market. Wal-Mart's North American growth is attributed to a unique organisational culture, low cost operating procedures and a significant consumer impact related to the determinant low price, assortment, service and community support store choice attributes. These attributes are discussed in a UK context and conclude that the UK workforce would respond positively to the front-line empowerment of the "Wal-Mart Way". UK consumers also would support the unique Wal-Mart retail proposition. In terms of efficient supply chains, however, Wal-Mart will not offer any significant competitive advantage over UK retailers.