kmart de mexico s.a. de c.v
DESCRIPTION
Solution of a case on KmartTRANSCRIPT
Kmart de Mexico S.A. de C.V.
Background
• Kmart entering Mexican market• JV with Liverpool
Hiring of the executive team
• US citizens of Mexican background• Better understanding of Mexican people and
culture• Seek the experience of Liverpool in Mexican
market• Appoint local consultants for supporting in
tactics and strategic decision-making
Store Layout• 50% food and 50% general merchandise• Focus on food items : 38% of income
accounted to food consumption • Food and highly sought items near the
entrance• Collaborate with local suppliers for fresh foods
Training program
• Develop new training program based on one to one interaction
• On the job training for better performance• Training specifically to understand the
customer mindset and suggest trends
Culture of the Store
• Hierarchical structure• Congruent to the Mexican culture• High Risk Aversion• High Conformity to Authority