Spend some time in many of the world’s major cities, and it won’t be along until you stumble across an H&M outlet. Thanks to its canny international expansion strategy, the Swedish fast-fashion brand has grown to become one of the world’s largest clothing retailers. H&M’s steady march towards global domination has been shaped by its efficient and flexible marketing approach. From savvy production models to forward-thinking advertising and partnerships, H&M is a dominant force at the intersection of fashion, quality and price.
Two giants battling it out for the right to rule over one of the most populous countries in the world. No, it’s not the plot to the latest CGI-filled Hollywood blockbuster. The two giants in question are Walmart and Amazon, and the prize at stake? Access to the hundreds of millions of online shoppers in India.
With its original restaurant located just a stone’s throw from Tiananmen Square in Beijing, KFC became the first American fast-food to set foot in China, all the way back in 1987. The three-story branch, with room for up to 500 diners, was KFC’s largest at the time, and the grandiosity of this move set the tone for the success the chain would find in China over the next few decades.
If one were to nominate a poster child for international marketing failures, one would be hard-pressed to identify a candidate more ideal than Walmart. In so many cases over the past several decades, Walmart consistently made the wrong choices when making an entrance into a new market. Walmart’s journeys abroad, whether to China, Germany, Brazil or elsewhere, seem to be met with stumbles at every step — though in many cases, the company has learned and adapted over time.
Expanding into a new market is no small feat. Regardless of your industry, you’ll be faced with the challenge of perfectly synchronizing tons of moving parts in order to truly make an impact. The last thing you’ll want to do is to ruin your grand entrance with an embarrassing faux-pas.