Retail Doesn’t Cross Borders by Marcel Corstjens Essay Example

to identify the strategic window of opportunity. Interestingly, grocery suppliers are outperforming grocery retailers in the global market, even though they have lower growth rate expectations. This suggests that retailers can learn valuable strategy ideas from suppliers on how to succeed internationally.

While struggling to attain global success, it is crucial for grocery retailers to focus on expanding their domestic markets by growing their current formats, venturing into new formats, and capitalizing on their brand. Several ideas from CorstJens' and Lal's article correlate with the subjects discussed in Chapter 13: Global Marketing of "A Preface to Marketing Management" by J. Paul Peter and James H. Donnelly, Jr. This chapter explores Michael Porter's diamond of national advantage, which emphasizes four factors that determine the probability of related and supporting industries, as well as company strategy, structure, and rivalry.

The article provides an excellent example of how Wal-Mart's failure in Germany can be connected to their different people policy compared to the high-wage German labor force. The text also discusses factors that are conducive to global strategy, including market factors and the importance of homogeneity in market needs. The article points out that one of the biggest challenges for grocery retailers expanding globally is the heterogeneity of local tastes and its impact on global supply chain management.

The article emphasizes the significance of long-term planning for achieving long-term success. It further discusses the various aspects involved in global marketing such as research, product strategy, distribution strategy, pricing strategy, and advertising strategy. The text highlights that an effective globalization project requires attention to all these components and warns that retailers who rush the process are likely to fail.