Wal Mart Essay

5892 words - 24 pages

Table of Contents31.0 Executive Summary 52.0 Situational Analysis 52.1 Company History and Background 62.2 Wal-Mart Performance 73.0 Market Analysis 94.0 Competitive Situation 104.1 Target Market 104.1.1 Target Market Demographic Segmentation 14.1.2 Target Market Lifestyle/ Psychological Segmentation 014.1.3 Target Market Geographic Segmentation Description 0114.1.4 Target Market Behavioral Segmentation 14.2 Market Needs 115.0 Strengths, Weaknesses, Opportunities and Threat (SWOT) Analysis 1125.1 Wal-Mart SWOT Analysis 125.1.1 Strengths 15.1.2 Weaknesses 315.1.3 Opportunities 4155.1.4 Threats 165.2 Carrefour SWOT Analysis 165.2.1 Strengths 15.2.2 Weaknesses 6175.2.3 Opportunities 15.2.4 Threats 715.3 K-Mart SWOT Analysis 715.3.1 Strengths 715.3.2 Weaknesses 815.3.3 Opportunities 815.3.4 Threats 85.4 Target SWOT Analysis 195.4.1 Strengths 195.4.2 Weaknesses 1925.4.3 Opportunities 025.4.4 Threats 026.0 Marketing Objectives 027.0 Marketing Strategies 127.1 Positioning 127.2 Product Strategy 127.3 Pricing Strategy 227.4 Place/ Distribution/ Location Strategy 227.5 Promotion Mix/ Strategies 228.0 Overall Marketing Strategy Budget 329.0 Action Steps & Timeline 42Works Cited 6Executive SummaryWal-Mart is one of the world's largest companies in the world in terms of revenues and employee base and operates in the consumer staples industry bringing to its customers a wide variety of high quality products spanning multiple product categories at prices that are the lowest in the world. Based on a clear mission and very efficient execution backed by latest technology and advanced supply chain practices, Wal-Mart grew at a very fast pace to be a $374 billion company that touches the lives of almost every American.The retail market can be said to be mainly dealing with the essential commodities that have a regular purchasing by the customers irrespective of the prevalent economic conditions. However during touch economic conditions, such as a recession, companies like Wal-Mart are better placed to adjust and survive as they are able to offer lower prices than other companies in this industry. There are many players in the industry each with their own unique strategy and competitive positioning based on the product mix, place, promotion and customer service strategies that ensure that they have a steady customer base. The major competitors to Wal-Mart are departmental stores such as Target and K-Mart, other international stores such as Carrefour, specialty stores such as Barnes and Noble, online stores such as Amazon and the numerous "mom and pop" stores that all sell complementary products.Strengths that enable Wal-Mart to dominate the industry are its superior business model that is counter-cyclical and works well even in tough economic conditions, bargaining power with suppliers, heavy leverage of technology and application of the most advanced supply chain systems in the world, a huge customer base and access to huge cash...

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