More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. W24957
Subject category: Strategy and General Management
Authors: Chongfeng Wang (School of Business, Qingdao University); Liyang Lu (Tsinghua University School of Economics and Management); Xinrong Liu (Qingdao University); Fei Meng (Tsinghua University School of Economics and Management); Guanwen Huang (Qingdao University); Xiaoyu Zhao (Tsinghua University)
Published by: Ivey Publishing
Originally published in: 2022
Version: 2024-12-16
Revision date: 10-Jan-2025
Length: 12 pages
Data source: Published sources
Topics: Emerging markets; CAGE Framework; Localization; General management/strategy; Marketing
Share a link: https://casecent.re/p/182664
| No reviews for this item
View our pricing guide or login to see prices.

Abstract

Costco Wholesale Corporation (Costco), the world's second-largest retailer, officially entered the Chinese market in Shanghai in August 2019. The opening day was so jam-packed with customers that the massive influx forced the company to close early, after only five hours of operations. However, after only one week, customers were lining up outside the store, asking Costco for refunds for their membership cards. The warehouse's traffic declined significantly as well. What caused this situation? Did Costco make the right decision to enter the Chinese market? Does Costco's membership system fit the Chinese market? What kinds of challenges will Costco face in the future?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Size:
Large
Other setting(s):
2020
Teaching note
-
Reference no. W24958
Subject category: Strategy and General Management
Authors: Fei Meng (Tsinghua University School of Economics and Management); Chongfeng Wang (School of Business, Qingdao University); Liyang Lu (Tsinghua University School of Economics and Management); Xinrong Liu (Qingdao University); Guanwen Huang (Qingdao University); Xiaoyu Zhao (Tsinghua University)
Published by: Ivey Publishing
Originally published in: 2022
Version: 2024-12-16
Revision date: 10-Jan-2025
Length: 16 pages
Data source: Published sources
View full details

About

Abstract

Costco Wholesale Corporation (Costco), the world's second-largest retailer, officially entered the Chinese market in Shanghai in August 2019. The opening day was so jam-packed with customers that the massive influx forced the company to close early, after only five hours of operations. However, after only one week, customers were lining up outside the store, asking Costco for refunds for their membership cards. The warehouse's traffic declined significantly as well. What caused this situation? Did Costco make the right decision to enter the Chinese market? Does Costco's membership system fit the Chinese market? What kinds of challenges will Costco face in the future?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Size:
Large
Other setting(s):
2020

Related

Teaching note
-
Reference no. W24958
Subject category: Strategy and General Management
Authors: Fei Meng (Tsinghua University School of Economics and Management); Chongfeng Wang (School of Business, Qingdao University); Liyang Lu (Tsinghua University School of Economics and Management); Xinrong Liu (Qingdao University); Guanwen Huang (Qingdao University); Xiaoyu Zhao (Tsinghua University)
Published by: Ivey Publishing
Originally published in: 2022
Version: 2024-12-16
Revision date: 10-Jan-2025
Length: 16 pages
Data source: Published sources
View full details