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E-Mart Inc.: Expansion into the US Supermarket Industry
內容大綱
In late 2022, E-Mart, South Korea’s leading supermarket chain, had pulled out of major Asian markets such as China and Vietnam after experiencing poor performance, and the company planned to expand into the US market. In the Asian markets, E-Mart relied on a direct entry mode, but in the US it changed its mode of entry by acquiring local companies and planning to open new grocery brand stores. Although the US market has substantial growth opportunities due to its large size, it is not easy to succeed there because of limited profit margins and fierce competition. Could E-Mart establish a foothold in the US supermarket and grocery store industry? What strategies should it develop to succeed in this new market?
學習目標
This case is suitable for undergraduate- and graduate-level courses on international management, international marketing, and strategic management. The case provides students with the opportunity to learn about international market entry and the localization of operations. After working through the case and assignment questions, students will be able to do the following:<ul><li>Identify market opportunities and challenges in international markets.</li><li>Understand different types of entry modes and their implications.</li><li>Assess the characteristics of US supermarkets and explain the key success factors.</li><li>Evaluate the benefits and costs of international expansion in different foreign markets.</li></ul>