Wal-Mart to open supermarkets targeting Hispanics
Published at: www.marketwatch.com
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The Hispanic Market in America, does not behave as it does in their countries
March 19, 2009
Several supermarket chains from Mexico have experienced bad incursions into the US, trying to reach the Mexican customers that live there. Something that they have learnt is that the customers do not shop as they do in their original environment in their country. Gigante and Liverpool (the biggest department store in Mexico) are two very good examples of failures, trying to reach that market. There are several things that have to be brought in consideration before managing the market in the same way they do in Mexico. Small independent stores as “The Gonzalez Northgate Market”, “The Metate Market” and “El Super” – The Chedraui brand for USA (the Mexican private company, which is the third most successful supermarket chain in Mexico, just behind WalMart and Soriana) – have experienced success in the market, while others fail. And which are those successful factors that WalMart should take into consideration for their business model?
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