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Critical Analysis of Contemporary Issues and Future Developments in Marketing of Wal-mart Company - Book Report/Review Example

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The paper "Critical Analysis of Contemporary Issues and Future Developments in Marketing of Wal-mart Company" states that Wal-Mart should enhance its competitiveness by understanding the different players in the market. It should leverage the synergies resulting from the subsidiaries present…
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Critical Analysis of Contemporary Issues and Future Developments in Marketing of Wal-mart Company
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Download file to see previous pages The aspects of management are best explained through an example. Walmart, the retailing giant is a good example as a case in point. The aspects viz. globalisation, increasing brand awareness increasing competitiveness, market share issues, faltering reputation and new product development are explained in this report in the light of the Walmart experience. It is the world’s second largest company and the largest private employer.
It has been observed of late, that globally marketable goods are the focus rather than standard products sold internationally. According to Holt et al (2004), consumers regard global brands as having higher quality and appealing to a larger cosmopolitan section (as cited in Parsons & Maclaran, 2009, Ch 12). There is a shift in consumer preference for brands that have a global presence and are vouched for by the maximum number of people.
International marketing is the “performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit” (Ghauri & Cateora, 2009, pp 1/7). It leverages the advantages of marketing in one country for use in other countries. However, regional variations are required to make the product offered appealable to each market. The greatest leveller all over the world is competitive prices. This is understood by all sections of consumers and Wal-Mart takes advantage of this very factor to stay ahead of the competition.
Walmart comprises three divisions viz. Walmart Stores U.S., Sams Club, and Walmart International. There are nine retail versions in which it functions viz. supercenters (comprising the online retailer, walmart.com), food and drugs, general merchandise stores, bodegas, cash and carry stores, membership warehouse clubs, apparel stores, soft discount stores and restaurants. Walmart Market closes the distance between the discount store and supercenters. Walmart opened ‘Supermercado de Walmart’ to woo the Hispanics in the United States. Walmart Express caters to smaller towns with lesser capacity or larger cities with less space. It has left its footprints in Canada, the UK and Brazil by taking over existing outlets. ...Download file to see next pages Read More
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