The impact of Wal-Mart's entry into the German and UK grocery markets

Abstract

Wal-Mart is the world's largest retailer with sales of $285.3 billion in 2004-2005; 20% of these sales are generated from international markets and it is two of these markets, Germany and the UK, that are the focus of the paper. The paper charts the entry of Wal-Mart into Europe within the context of increased competition in international markets among the “elite” group of transnational corporations which have the capability of disrupting the structure of foreign markets which they enter. Using a mixture of primary and secondary data sources, the purpose of the paper is to evaluate the success or otherwise of the implementation of the “Wal-Mart way” of doing business in Germany and the UK and to assess its impact on both markets. The results show that the German acquisitions have not been particularly successful because of the problems in integrating two disparate chains with different organizational cultures and a heterogeneous portfolio of stores. The highly competitive German grocery market has precluded Wal-Mart from realizing a key element of its global strategy-Every Day Low Prices (EDLP). Discounters, especially Aldi, are the price leaders in Germany. By contrast, the Asda acquisition in the UK has been much more successful. Asda was a good strategic fit for Wal-Mart and had already embraced aspects of the Wal-Martian retail proposition and corporate culture prior to the acquisition in 1999. The entry of Wal-Mart has led to a restructuring of the UK grocery market with low prices and value for money becoming key store choice attributes for UK consumers. [EconLit citations: F010, F230, L810]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 247-266, 2006.

Settling for second best? Reflections after the tenth anniversary of Wal-Mart’s entry to the United Kingdom

“…Although some saw this effect in operation in the UK in the initial period after takeover (Fernie et al, 2006), it does seem it has not operated fully. Convenience in the UK is highly valued (Pioch et al, 2009).…”

“…It builds on previous work on the topic predicting and monitoring specifics of Asda's impact (e.g. Arnold and Fernie, 2000;Sparks 2001, 2006;Hallsworth and Clarke, 2001;Fernie and Arnold 2002;Fernie et al 2006;Pioch et al, 2009). It aims to draw some lessons about internationalisation, regulation, space and operations by providing a considered macro overview of performance and impact.…”

Impact of Retail Internationalization on Agribusiness: The Case of Ukraine

“…The examples include Wal-Mart in the United Kingdom and Lidl in France (Fernie et al 2006;George and Diller 1993;Wrigley 2002). One can generally observe that international retailers do not adopt new business practices in the new business environments (Hurth 2003); instead, they ''export'' their own business models (Hanf and Pieniadz 2007).…”

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“…In their 'non-control' survey areas they found switching rates of 25% to 55%, depending on the number of new entrants and the competitiveness locally. This focus on new entry has been developed further by Arnold et al (1998) with their market destabilisation (or "market spoiler") thesis for Wal-Mart (see also Fernie et al 2006). At the heart of this thesis is store-switching behaviour: "major changes in a market (by a new competitive entry) on location/convenience, price, assortment … quality or service might trigger a new review of all alternatives (old and new) by consumers" (Seiders and Tigert 1997, p230, emphasis added).…”