Instructions: This is a take-home, open-book exam. There are three essay exam questions below. Please answer all of them. Each question starts with an abstract of an article in Business Week Magazine. You can see the full article by copying the article name and searching for it in the FIU Online Library. When it comes up, click on the pdf version. (Note: You must be signed in to the FIU Online Library). QUESTION 1 Wal – Mart’s Rocky Path From Bricks to Clicks . Full Text Available Periodical By: Boyle, Matthew; MacMillan, Douglas. Bloomberg Businessweek . 7/25/2011, Issue 4239, p31-33. 3p. 1 https://www.bloomberg.com/news/articles/2011-07-21/wal-mart-s-rocky-path-from-bricks-to-clicks Reviewer: CharlesNewman, PhD Abstract Walmart.coms sales are less than a fifth of Amazon.com, but a new division, @WalmartLabs, is experimenting with social media and mobile apps. Since Wal-Mart Stores first ventured into cyberspace 15 years ago, the Bentonville, Ark., company has struggled online. Early on, Walmart.com featured a clunky digital version of the greeter who welcomes shoppers at each store. Walmart.com still doesnt excel at features that are commonplace on other major e-commerce sites, such as personalization and recommendations. The company doesnt disclose its online sales, but analysts say Walmart.com does about $6 billion a year in business, less than 2 percent of total sales and well below Amazon.coms $34 billion in 2010 retail revenue. For a long time, Wal-Marts poor online performance didnt much matter. The retailer built hundreds of Supercenters every year in the late 1990s, and profits soared. Over the past two years, however, the company has cut its new U.S. store development by half. Sales at domestic Wal-Marts open for at least a year have declined in each of the last eight quarters. Over that time e-commerce has exploded, even among the lower-income households that are Wal-Marts core customers. Chief Executive Officer Mike Duke has recently focused his companys considerable firepower (and an $11 billion cash hoard) on improving its use of the Web. He bought a Chinese online merchant, is testing home delivery of fresh groceries ordered online in San Jose, and most significantly, has created @WalmartLabs. Run by Silicon Valley veterans Venky Harinarayan and Anand Rajaraman, the division is charged with bringing Wal-Mart up to speed with innovations such as smartphone payment technology, mobile shopping applications, and Twitter-influenced product selection for stores. Its an ambitious attempt at a technological makeover, but still might not be enough. One goal of @WalmartLabs is to use social media and mobile apps to get shoppers to spend more at Wal-Marts physical stores. One-third of Wal-Mart customers own a smartphone, and the company is investing in tools for them. The plans for increasing online sales are more vague. The @WalmartLabs division is testing an app that allows Facebook users to give gifts without ever clicking away from the social network. Discussion Questions 1. Discuss the structural characteristics of the online retail Industry, from the point of view of the Five Competitive Forces (Porter) framework. (Porter)framework. https://www.strategicmanagementinsight.com/tools/porters-five-forces.html 2. To help you answer this question here is a link to further information Industry Handbook: The Retaling Industry . Feel free to find and cite other information sources as well. 2. Discuss the Wal-Mart online strategy, from the perspective of the Resource Based View of the Firm framework. http://www.strategicmanagementinsight.com/topics/resource-based-view.html 3. Discuss the Wal-Mart online strategy, from the perspective of the Competitive Advantage (Porter) framework. http://www.mindtools.com/pages/article/newSTR_82.htm . QUESTION 2 Citigroup Hopes Small Really Is Beautiful . Reviewer: CharlesNewman, PhD Abstract The Bloomberg Businessweek article “Citigroup Hopes Small Really Is Beautiful…
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