Nicole Chan’s blog about Walmart‘s declining success was very interesting to me. For a long time now, Walmart has been considered an industry giant and controller, leaving very little room for other competitors. In recent years however it’s clear that Walmart has been losing some market share to other supercenter rivals such as Target, Kmart, Real Canadian Superstore, and Zellers.
Just as Nicole said, this is in part due to the industry shakeout, but porter’s 5 forces better explains why walmart has been losing control. Although barriers to entry are fairly high because of the massive capital investment required, the majority of walmart’s lost market share has gone to expanding competitors already in the market. The expanding competitors also increases the buying power in the industry. Supplier power has always been quite low in the supercenter industry, whereas substitutes have always been very high because most of the products sold are generic products that can be found in many other stores. Overall, the expansion of walmart’s competitors is causing an increase in the industry rivaly, as well as consumer buying power, which is bad news for walmart. Moreover, many customer’s are choosing to substitute away from walmart to other supecenters (when substitutes are available) because of walmart’s notorious reputation as a supercenter bully to communities and suppliers