StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Marketing - Essay Example

Comments (0) Cite this document
Summary
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…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.1% of users find it useful
Marketing
Read TextPreview

Extract of sample "Marketing"

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.
Company
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.
Products
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.
Price
Wal-Mart is a tough bargainer for its suppliers and this is the reason it is able to maintain low prices for its products.
Place
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.
Promotion
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.
Competition
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.
Conclusion
Customer focused approach and effective relationship with suppliers, vendors, customers and employees have supported Wal-Mart to achieve its leading position in the market.
Reference
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 http://www.cio-today.com/news/For-Wal-Mart--Full-Speed-Ahead-on-RFID/story.xhtml?story_id=0030001SDKDU
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
http://walmartstores.com/GlobalWMStoresWeb/navigate.do?catg=326 accessed on 26 October 2006
http://walmartstores.com/GlobalWMStoresWeb/navigate.do?catg=340&contId=4443 accessed on 26 October 2006
http://money.cnn.tv/magazines/fortune/fortune500/snapshots/1551.html 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 http://www.investopedia.com/features/industryhandbook/retail.asp
http://www.knowthis.com/tutorials/principles-of-marketing/retailing/8.htm accessed on 26 October 2006 Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Essay Example | Topics and Well Written Essays - 500 words - 13”, n.d.)
Marketing Essay Example | Topics and Well Written Essays - 500 words - 13. Retrieved from https://studentshare.org/miscellaneous/1538096-marketing
(Marketing Essay Example | Topics and Well Written Essays - 500 Words - 13)
Marketing Essay Example | Topics and Well Written Essays - 500 Words - 13. https://studentshare.org/miscellaneous/1538096-marketing.
“Marketing Essay Example | Topics and Well Written Essays - 500 Words - 13”, n.d. https://studentshare.org/miscellaneous/1538096-marketing.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing

Marketing

...consumer satisfaction are able to hold on large market shares because they respond effectively to consumer trends. Introduction Sustainability of an organisation depends on economic viability of the business in relation to customer’s behaviour. Business enterprises that post successful results in the market are able to convince consumers to buy their products as well as reciprocating consumer’s behaviour by providing products, which will satisfy consumer demands. Zara is an apparel company with outlets in famous cities of the world. The organisation traces its root in Spain; however, it has branches in major cities of the world. The concept that this paper intend to discuss is marketing...
12 Pages(3000 words)Essay

Marketing

...not seem to be aware of these parking lot. Throughout its existence, the expansion has brought positive gains but the last expansion did not bring additional sales. This paper will carry out a marketing analysis of Don Martin and this will be organized into three sections. The sections include problems and analysis, alternative analysis and a recommendations section. Problems and Analysis Don Martin Limited has always strived to expand thereby increase sales which would eventually translate to high profitability. To achieve this, the company has made several acquisitions given that initially it only had a total area of 45 meters squared (Grasby et al 379). The expansion has always produced an increase in the sales...
5 Pages(1250 words)Case Study

Marketing

... Marketing Introduction/Background Don Martin Ltd. needs to solve the issues related to service delivery which is described within the case as the major problem that the company is facing. Additionally, the competitiveness within the business environment is another issue that the company needs to provide a solution for. This is because of competitive businesses which are operating at a higher scale at competitive prices (Grasby 380). Additionally, the company is faced with the issue of human resource management. This is revealed by the fact that Martin is unable to find sufficient time to manage his employees because he also has suppliers to deal with. Due to this, the company has recorded a decreased quality in service delivery. Moreover...
5 Pages(1250 words)Case Study

Marketing

...?Tesco Plc. of Birmingham Retail Marketing (07 21436) Introduction and Background Tesco Plc is one of the largest retailers in the world, the leading supermarket retailer in the United Kingdom, the world’s largest on-line grocery retailer and the fourth largest retailer behind Wal-Mart, Carrefour and Home Depot (Morris, 2004, p.5). The retailer has been selected due to its interesting business model, profitability, business and competitive strategy, service strategy, supply chain and sale mode which has been changed across the years to ensure it remains competitive. Since 1999; Tesco has been the most profitable retailer in the United Kingdom having a 31% share of the UK grocery market in the third quarter of 2009. The company’s gross...
10 Pages(2500 words)Essay

Marketing

.... The first component is the microenvironment which substantially deals with concerns regarding the company, suppliers, marketing intermediaries, customers and publics (Kotler et al., 1999). The second component on the other hand is the macroenvironment which consists of influential forces such as demographic, economic, natural, tefchnological, political and cultural (Kotler et al., 1999; Boone and Kurtz, 2006). The Microenvironment and Macroenvironment Since its manufacturing and logistics are relied on the third parties, Apple Incorporated tries to give significant emphasis on the level of impact of this relationship on its actual marketing operation (Apple Incorporated, 2011). This gives Apple a more meaningful approach in order to come...
8 Pages(2000 words)Essay

Marketing

... harassment and physical abuse; and underage worker hiring (Paine, 2003, p. 121). This allowed Nike to keep its manufacturing costs to a minimum, and put more costs into marketing, which is where Nike really struck gold. This cheap labor was seen by many as a key to Nike’s rise to global prominence, as it allowed Nike to undercut its rivals production costs. Moreover, it was a business practice that did not shame Nike, as it was a practice that was always done, and had been going on for years, not just with Nike, but with other companies, such as IKEA and Shell Corporation (Paine, 2003, p. 121). Nike continued this attitude until its sales slid in 1998, and one of the factors in the sales decline was deemed to be consumer backlash due...
8 Pages(2000 words)Dissertation

Marketing

...designed marketing charts. The application of scientifically developed questionnaires would assist the marketing team to reduce the errors to some extent. It is also discovered that an efficient market planning program would help the marketers to bring the associated costs within the framed budget. Ford Edsel, New Coke, and Beta Max Video are the three products whose adoption rates have been affected by factors like compatibility, relative advantage, and trialability. Economists have opined that the failure of Ford Edsel can be attributed to issues associated with adoption rates which arose from the factors of relative advantage and compatibility. It had not any...
2 Pages(500 words)Coursework

Marketing - Exam on Marketing

...and the specific audience the business is trying to reach. II. While integrated marketing communication is a complex field, there are a number of specific IMC drivers. The primary drivers of integrated marketing communications include message clutter. Another notable driver is the need for consistency in brand differentiation. One considers that in organizations such as Coca-Cola this is evident in that a single logo and advertising campaign that are implemented for set periods. Still, other drivers are evolving technology and forming transaction to relationships. One considers that there are a variety of specific examples where these elements occur. In terms of evolving technology the Internet has...
3 Pages(750 words)Essay

Marketing and Marketing Strategy

The first product that I choose was an automobile. This was a high involvement purchase. This is because the product was expensive and would have a significant impact on my life. Moreover, this was a product that I had to spend a considerable amount of time and also effort searching for. This was also so because there were significant differences between the brands that were available at the time in terms of their performance and quality ("Indmedica - CyberLectures - High Involvement Purchase Decisions", n.d., p. 2). However, the second product that I chose, newspaper, was a low involvement purchase since the product was that which is habitually purchased and therefore the decision of choosing it required very little effort. It w...
4 Pages(1000 words)Coursework

Services Marketing - Internal marketing

...TABLE OF CONTENTS 0Introduction 1 Public Services 2 Distintive Nature of Services and Web-based services 2.0Public sector services compared to Private Sector services 2.1 Evaluation of Web-based services 3.0 Conclusion and Recommendation 1.0Introduction The marketing mix has its origin in the marketing of goods for consumer markets and consists of the well known 4P's: Price, Promotion, Place, and Product. The marketing mix approach has been criticized for being incomplete, because it does not bear in mind customer-needs and it industrial marketing (Bitner, 1995, Gronroos, 1990a; Gummesson, 1997). Information technology has changed the world to the extent that it has become infused with life and work...
10 Pages(2500 words)Essay

Marketing Communictions Strategies of the Col Drinks in the UK

Unfortunаtely for smаll soft drink compаnies such аs the Double- Colа Co., the prize of less thаn one percent mаrket shаre is won only by fighting а dаily bаttle for survivаl, especiаlly аgаinst industry giаnts Cocа- Colа аnd Pepsi- Colа.

The following investigаtion is а cаse study of the successes аnd fаilures of one smаll compаny in the soft drink wаrs. It is а testаment to the meаning of brаnds аnd the lengths thаt loyаl consumers go to keep Double- Colа аs their fаvorite beverаge. Аnd it is аn evаluаtion of how аdequаtely the current regulаtory environment serves the needs of these consumers аs well аs Double-Colаs owners аnd bottlers. It аddresses criticisms thаt the regulаtory environment permits аn uneven plаying...
19 Pages(4750 words)Case Study

Integrated Marketing Communications Programme for Crunchy Crunch Company

The Crunchy Crunch Company (CCC) has been in the business of making crisps and other snacks for many years. They want to build on their reputation for traditional health-conscious consumers. Therefore, they have made the brave decision to move away from the traditional products it has in its portfolio and are about to launch a range of healthy snacks. The brand name for this range is "Fit" to reflect the healthy nature of the products and the people consuming them. So far, four varieties will be available: Fit Fruit (Fruit and corn-based snack) Fit Quiche, Fit Frosty (a savory ice cream) and Fit Crackle (a crisp like product).

“According to the American Marketing Association, marketing research is the systematic g...
8 Pages(2000 words)Case Study

The Marketing Communications Strategy & Mix: Sports Company

Despite the challenges that Adidas met in the 90s from fierce competitor Nike, the company hit the rebound by the end of that decade and has reclaimed its position as one of the leading sports companies nationwide. Considering that the company almost went bankrupt at its lowest point, it managed to rise and compete once again in the market.
With Adidas’ position in the sports apparel industry, this research aims to find out and evaluate the various marketing communications strategies that Adidas has implemented over the years. Further, this research aims to be able to identify which strategy is proven to be most effective, and which did not bring the desired results.

Football is undoubtedly the most popular s...
9 Pages(2250 words)Case Study

The Popularity of Mobile Phone Marketing

The marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
The current issues in marketing are those which have not been that prevalent/popular or even existent a year ago, and this is where the need for a spotlight on them arises. Marketers in the making need to have a close look at these current issues so that they can incorporate them into their marketing practices when they step into practical life. Not just those in the making, but it is essential for currently established marketers to be flexible for these current issues so as to provide the best mark...
10 Pages(2500 words)Term Paper

Marketing Research Plan: Old Navy

Gap’s credit ratings thereby limiting access to the capital market, international trade matters which may be disruptive of the supply chain, changes to its IT systems disruptive of operations, changes in the IT services agreement with IBM that can disrupt operations and produce adverse effects on financial results, international expansion through franchising and other arrangements may impair the value of its brands if unsuccessful, products are subject to risks associated with overseas outsourcing and manufacturing, and failure of vendors to adhere to Gap’s code of vendor conduct could harm the business. From available data in the 2007 Annual Report, both the Gap and Old Navy brands have exhibited declining net sales....
11 Pages(2750 words)Business Plan

Postmodern Marketing

The notion has been lingering around for almost a century. Hence, nowadays, it is ordinary for businesses, and public sector organizations, to take advantage of customer feedback as one of the contributions to their marketing techniques and public guiding principles. There is an insignificant sign of their being any decline in the need for market research. The concern is not about whether or not market research is valuable, but a concern of the process research proof should be interpreted (ibid).
Market researchers are at the present-day expected to better understand the entire customer experience. As firms persevere to establish an inclusive image of a customer’s interactions with the organization, hence also are resea...
13 Pages(3250 words)Assignment

Info-Point: Marketing of New Touch Screen Information Technology

The development of the new Info-Point technology, a stand-alone information module designed to offer the public information on tourism, local shopping, weather, and transportation, has created the opportunity to successfully market these information technologies to different UK cities. The entire marketing concept is to establish self-service information centers that offer a wide variety of regional information, utilizing an easy-to-use touch screen methodology to cater to a broad mass market of consumers. 

Touch screen interface systems are becoming more and more common in the UK and abroad. During a pilot experiment using touch screen information technology, the automotive manufacturer Lexus piloted an informatio...
10 Pages(2500 words)Report

E-Commerce Marketing Plan for Gap Inc

The business of the bleu is a web-based or ecommerce business that offers the customers the products from the outfit and accessorize from head to toe with five basic brands. Bleu is aimed at offering and meeting the customer’s requirements for a unique lifestyle. Currently, Bleu also established the business regarding the full range of “accessories and furnishings” for a business customer to individualize their home, with a unique style of living and wearing. This report will present detailed analysis of the Bleu ecommerce website marketing plan. This research and analysis report will present a comprehensive overview of the different areas of Bleu online marketing strategy implementation.

Bleu business...
10 Pages(2500 words)Case Study

Data Mining and Data Fusion in Direct Marketing

Marketing is a broad concept that includes all the activities regarding the target market, segmentation, positioning, product, price, promotion, and distribution. Marketing also includes the activities of selling the final products and providing after-sales services. Today marketing is done in various forms, but conceptually there are only two different forms of marketing, one is direct marketing and another one is indirect marketing. This report is all about direct marketing which is one of the oldest concepts of marketing. Since the present age is the age of information, it is quite expected that each and everything in business would be influenced by ‘information’. Direct marketing is not an exception. It is also inf...
6 Pages(1500 words)Coursework

Marketing of Services: Starbucks Company

The employees are also awarded stock options. Through this, their salary may rise by 14% of the gross pay. The stock investment plan allows the buyers to buy common stock of the company at a discount. They can get hold of it in 85% of the fair market value. The other fringe benefit that the company provides is that of “Future Roast” 401(K) Plans. The employer matches the employee’s contribution to this plan by adding from 25 to 150 percent of the first 4 percent of pay. It is depended on the length of the service.

All these benefits get reflected in the result of employee job satisfaction. In Starbucks, the Employee Job Satisfaction rate is 82% as per the report of Hewitt Associates Starbucks Partner V...
6 Pages(1500 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Marketing for FREE!

Contact Us