9. Use the current strengths Advantages: Sustainable Wumart advantages are local Can not be transferred to other countries Advantages are transferrable to other retail industries
10. Use the current strengths SUGGESTIONS: Open new type of stores in China : specialized stores, fast food… Target fast-growing cities, Tianjin, Shenzhen Communicate on their local heritage: both in existing and new markets Implement corporate culture in franchises Strengthen relationships with suppliers and government.
11. Looking into the future: Maintain and increase lobbying Franchising existing stores and open new stores once local knowledge has been gathered Brand extension: fast-food stores would leverage on brand equity (Keller, Strategic brand management, 2008)
12. Challenges Time frame: Act really fast before competitors reach new cities Some of Wu-Mart current advantages could be easily copied: IT Systems, Everyday Low Prices, CSR. WARNING: Their strategy has proved to be working in emerging markets, but it could be imitated.