ShaKendra FranklinAmerican Intercontinental UniversityUnit 3 Individual ProjectMKTG 205 – Principles of MarketingJanuary 15, 2018 Purpose: Toexpress in detail the marketing goals and strategies of global manufacturingcompany Wal-Mart and its service marketing brand. I.
IntroductionA. Walmart is a multi-billion-dollarcompany and an American retail chain that runs thousands of retail storessurrounding the world. The company’s expansion of business is providedthoroughly by its Every Day Low Prices strategy. From expanding to severalcountries, to updating marketing mix strategies that will ensure developmentalgrowth; Walmart has created strategies and more to be the company they aretoday. II. Walmart’s Line of BusinessA. Keeping prices low and affordablefor its consumersB.
Ensuring customers with a qualityshopping experience.C. Continuing to provide the evident onestop shop for quality retail, general merchandise, dry and perishable groceries.
D. Staying Americas favorite storeacross the world. III.
Walmart’s 4P’s Marketing Mix ConceptA. Place1. Walmart and its brand has over 11,000stores around the world; operating in about 28 countries.a. This includes a sum of “4600 Walmartstores and about 650 Sam’s Clubs in the united states alone” (CorporateWalmart. 2018).b. Internationally Walmart has about6200 outletsB.
Products1. Being a multi-brand retail storeWalmart offers thousands of products, just broken down into severaldepartments.2.
Walmart’s productsa. Provides shoes and clothing itemsfor sale for all ages; infant to adult.b. The supercenter and neighborhoodmarket sales a large variety of grocery products c. Walmart’s discount store andsupercenter sales all types of retail products such as toy, books, electronics,household supplies, office and school supplies, hardware and outdoor, jewelry,season based products, décor and decorations, and so much more.C. Promotions1.
Using its competitive pricingstrategies Walmart advocates through an overabundant amount of sales promotions2. Adopting aggressive brandpromotions, attracting customers through its e-commerce website and weeklystore ads papers, and commercializing daily sale items, or holiday promotionsweeks in advance D. Price 1. Walmart prices it products cheaperthan other competitors can which allows them to remain at the top of the retailmarket2. Depending on the demand at the timeproducts are priced differently within the hour.
3. It was stated that Walmart’s global missionwas to save people money so they could live better. (Ghazzawi,A.
, Palladini, M., & Martinelli-Lee, T. 2014) IV. The Competition and Target Market ofInterestA. The competitors 1. Targeta.
Walmart’s number competitor for itssuper center.2. Costco Wholesalea. Walmart’s whole sale company Sam’sClub number one competitor for whole sale bulk products and items3. Kroger a. The top grocery store competitor forits Neighborhood MarketB. Target Market1. Middle class2.
Low class V. Walmart’s StrategiesA. Product Strategy1. Marking prices for products lowerthan the competitions2. Branding Walmart as the one stopshop for what is needed keeps Walmart attracting consumersB. Distribution Strategy 1. Walmart has over 150 distributioncentersa. “Each distribution center supportsbetween 90 to 100 stores within a 150-mile radius” (Corporate Walmart.
2018).2. Having one of the largestdistribution operations in the world3. Located in various areas Walmart has6 disaster relief distribution centers for rapid response to help thestruggling communities and calamitous areas C. Communication Strategy1. They have a Walmart foundation thathas established a 2-billion-dollar commitment to fight hunger in America2. Giving back to each community inwhich a Walmart is located3.
Keeping communication open withconsumers by creation store performance models inside the store after makingpurchases.D. Pricing Strategy1. EDLP: Every Day Low Pricesa. The cornerstone of Walmart’s pricingstrategy allows them to be the go to store. b.
Large numbers of consumers seekingaffordable prices which allows Walmart to benefit from any form or the economicscalec. Depending on the purchasingbehaviors of the consumers determines the price strategy for specificlocations.2.
Charges 15% lower than thecompetition VI. Other Countries Journey with WalmartA. India1. In May of 2009 Walmart delegated itsbusiness to India and opens several stores surrounding the country increasingthe GDP. 2. Walmart uses the strategy thatallows Indian people to feel rich by providing with the opportunity to buy thesame stuff as the rich people (Kamboj, R & Kalia, S. 2011).
3. Modernize it retail industry andemploy millions B. South Africa1.
Introduced to Walmart in 2011 callingitself Massmart and operating in more than 400 stores in South Africa (CorporateWalmart. 2018).a. Because of Walmart or Massmart expansionof the retail capital into working class and low-income consumer markets.
C. China1. Walmart presented its retailopportunities to China in 1996 and now operates in over 19 cities surroundingChina with the initial name Walmart China.2. It was stated that Walmart createdzero waste, and reduced energy use of up to 30% in existing store and 40% inits new stores (Kamboj, R & Kalia, S.
2011).D. Germany 1.
Walmart experienced several issuesin Germany to the point where Walmart opted out of expanding in the country2. Having to sell a total of 85 stores experiencinga loss of over a billion dollarsVII. ConclusionA. Walmart has experienced several gainsand very few losses, but with in it all the company will continue to spread widelyand grow rapidly. Globally Walmart’s everyday low prices strategy created opportunitiesfor everyone to experience a wonderful shopping experience online and inside ofits stores. Ironically their ability to provide thousands of products and attract over 200 million customers in just theunited states alone helps Walmart stay on top of its retail servicing market andremain Americas favorite one stop shop.
ReferencePageCorporate Walmart. (2018). Our Business. Retrievedfrom https://corporate.walmart.com/our-story/our-businessGhazzawi,I. A., Palladini, M.
, & Martinelli-Lee, T. (2014). THE WAL-MART STORES,INC.: AN AMERICAN DREAM THAT TOUCHED THE WORLD.Journal of the InternationalAcademy for Case Studies, 20(1), 9-32. Retrieved fromhttps://proxy.
com/docview/1647822349?accountid=144790Kamboj,R., & Kalia, S. (2011). Walmart- india vs. china. PRIMA, 2(1),19-30. Retrieved fromhttps://proxy.cecybrary.com/login?url=https://search-proquest-com.proxy.cecybrary.com/docview/1478064990?accountid=144790