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Marketing - Essay Example

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The largest retailer in the world Wal-Mart has adopted various strategies for its marketing mix, to handle competition and other operational decisions. This is due to the focused approach and effective strategies that Wal-Mart has been able to create and maintain its leadership…
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Marketing Faculty Introduction The largest retailer in the world Wal-Mart has adopted various strategies for itsmarketing mix, to handle competition and other operational decisions. This is due to the focused approach and effective strategies that Wal-Mart has been able to create and maintain its leadership in the market. This paper briefly discusses its strategies on various levels of its operations.
Wal-Mart is the largest retailer in the world with consistent ranking in fortune 500 lists on top 5 from last many years. Wal-Mart is known for its tough bargaining strategies among the supplier while on the same time providing best prices options to its customers. It has posed tough competition for its competitors for each of its functions starting from procurement to the delivery of products.
As of September 30, 2006, the Company had 1,123 Wal-Mart stores, 2,142 Super centers, 570 SAM’S CLUBS and 109 Neighborhood Markets in the United States. Internationally, the Company operated units in Argentina (12), Brazil (296), Canada (279), China (66), Costa Rica (133), Germany (85), Guatemala (125), Honduras (38), Japan (391), Mexico (845), Nicaragua (36), Puerto Rico (54), El Salvador (59) and the United Kingdom (326).1
Target Customers and Markets
Company targets volume. The target consumers are middle class and upper middle class customers. These customers do shopping for their monthly grocery requirements. The target markets are identified on the basis of volume and population in a particular area. Apart from that various other macro and micro environmental factors are considered before entering to the new market.
Marketing strategy
Company adopts price based marketing strategy. It offers best prices for the goods it is selling to its customer.
Company ensures the availability of products in the store through proper inventory management, logistics management and distribution management. It offers range of products from eatables, clothing, grocery and other household products.
Wal-Mart is a tough bargainer for its suppliers and this is the reason it is able to maintain low prices for its products.
Company has 1,123 Wal-Mart stores, 2,142 Super centers, 570 SAM’S CLUBS and 109 Neighborhood Markets in the United States. Customer can visit any of these stores according to their needs and location.
Wal-Mart adopts various promotional strategies to communicate with its customers and stakeholders. The promotional strategies can be on local level, national or international level. The promotional channels utilized here can be print, electronic or combination of number of channels. It has an excellent virtual platform with attractive website which offers another channel of communication and marketing.
Retailing industry is highly competitive industry because competition comes in various formats. The traditional setups like local level stores, neighborhood shops and others as well as modern formats of retailing like e-commerce and others make the market tougher and tougher. But Wal-Mart has been effective enough to take care of new technologies and channels. It is a leader in adopting technologies and new strategies which have helped it to deal with any kind of competition.
Customer focused approach and effective relationship with suppliers, vendors, customers and employees have supported Wal-Mart to achieve its leading position in the market.
Hau L. Lee, and Corey Billington. The Evolution of Supply-Chain-Management Models and Practice at Hewlett-Packard. Interfaces 25 (pp.42-63): 5 September-October, 1995
Haskins (2006) Wal-Mart CIO Reaffirms Commitment to RFID retrieved on 26 October 2006 from
Zeithaml Valarie A. and Mary Jo Bitner, 2002 ‘Services Marketing-Integrating Customer Focus Aross the Firm’. 2nd Ed., New York: Tata McGraw-Hill
Kotler, Philip: 2000 Marketing Management, New Jersey: Prentice-Hall Inc., 10th Edition accessed on 26 October 2006 accessed on 26 October 2006 accessed on 26 October 2006
Revolutions in the Warehouse: Information May Be Power, but Information without Timeliness Puts Business at a Disadvantage. Nowhere Is That More Evident Than in the Supply Chain, Particularly in the Warehouse. Magazine Title: African Review of Business and Technology. Volume: 41. Issue: 6. Publication Date: June 2005. Page Number: 42. COPYRIGHT 2005 Alain Charles Publishing Ltd.; COPYRIGHT 2005 Gale Group
The Industry Handbook - The Retailing Industry retrieved on 26 October 2006 from accessed on 26 October 2006 Read More
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