The Launch of Wal-Mart UAE in the United Arab Emirates, a Branch Company of Wal-Mart Stores Inc - Case Study Example

The paper “The Launch of Wal-Mart UAE in the United Arab Emirates, a Branch Company of Wal-Mart Stores Inc” is a forceful example of a case study on marketing. Wal-Mart is one of the greatest assets in the world. The company provides a place in which the consumers can go to virtually purchase anything they need from car repairs to groceries, prescriptions, the latest toys, and electronics. The company’s new idea to launch a new branch for its products in the United Arab Emirates, in particular, comes as a result of the increased demand for incentive products and the tremendous growth of the economy.

Additionally, the growing population, ever-increasing tourist inflow and the diverse culture in UAE is a major incentive for Wal-Mart Company to launch its new branch company in UAE. Wal-Mart's strategic goal is to save people’s money so that they can live better. In relation to this, the company intends to establish its business in the UAE in which the company will offer the highest quality products at the lowest prices. The company works on the belief that offering products at lower prices will enable individuals to save money on necessary products hence enabling them to save more money which they can actually spend on other things.

The company will work on three identified principles thus respect the cultural diversity found in UAE thus employees will be encouraged to express their thoughts and ideas which will be treated with much respect by the company. The second principle will be to serve customers adequately in relation to business goals and objectives. Wal-Mart UAE will strive to excel in customer service through employee-customer relations training. The other principle which the company will work on is the principle of excellence.

This marketing plan, therefore, gives an overview of the entire marketing process that Wal-Mart Company will use when launching the new Wal-Mart UAE Company branch with my assistance as the national marketing manager representative in UAE (Chaston, 2007). The marketing plan gives an in-depth overview of the marketing strategies intended to be used, pricing strategies, promotional strategies, intended product location, and marketing objectives. In addition, the marketing plan gives a clear analysis of the cultural and economic analysis of the UAE. In addition, it provides other aspects of the marketing plan such as warehouse, payment methods, trade terms, product packaging among other important aspects.

This marketing plan is perceived to be a tool through which Wal-Mart Inc Company will use to achieve the Company’s own target as well as its marketing objectives as far as the launch of the new company is concerned. Wal-Mart Inc intends to use this marketing plan primarily to raise visibility and awareness of the company’s discount products. Wal-Mart Company has gathered sufficient information regarding the market as well as the attributes of its target customers. This information will be used by the company to determine the perceived customer’s specific needs are and how Wal-Mart UAE Company can best communicate with them (Cheverton, 2004).