Global Marketing: Expanding Market Share and Profitability

Global marketing
1

Executive summary
The report is about global marketing that provide opportunity to firm to expand its market
share and profitability by entering into new market segment through new or existing product.
The report has discussed about internal and external factors that contributed in growth and
success of enterprise in global market. Walmart is that organisation that operates across
worldwide to cater needs of different people and earn profit margin. Therefore it has explained
the way company has gain competitive advantages in global market and satisfy customer’s
needs. It has also analysis marketing methods that are used by company to influence customers
that are living in society.
2

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
PART1.............................................................................................................................................4
MAIN BODY..................................................................................................................................4
Situational analysis:.....................................................................................................................4
Company analysis........................................................................................................................6
Market entry strategies................................................................................................................9
Standardisation and adaption strategy.........................................................................................9
Recommendation.......................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCE................................................................................................................................12
3

INTRODUCTION
There are various factors in global business environment that impact on overall
performance of enterprise and its marketing positioning. Company formulate different strategies
as per particular country so that maximum customers can be attracted to make purchase of
products. Brand values are another termed that helps in company growth and success,
sustainability for long period of time in particular industry. This report is about Walmart that is a
multinational company providing products such as clothing, home products and financial
services to customers so that their various needs can be satisfied under one roof or store. It also
covers about marketing strategies, competitive positioning of firm, target customers and price
strategy that helps to influence people and enhance sales volume of enterprise in global market.
PART1
MAIN BODY
Situational analysis:
It refers to analysis of various external and internal factors of business environment
impact on company operation and profitability. Internal factors may help firm to easily meet
different challenges and make optimum utilisation of available opportunities so that organisation
can expand its market share (Farrell and Greig, 2017). Situation analysis of Walmart can be done
through use of SWOT analysis model that helps in identifying internal and external factors that
contributed in growth and expansion of enterprise in retail industry of UK. Such as :
STRENGTH
Brand Image: Walmart is one of the leading firms in America that offer qualitative and standard
products to customers in order to build strong brand image in the market. 523.964 billion
revenue was generated by Walmart by continuously innovating its products and services
(Ravenhill, 2017). Therefore strong brand image and product portfolio of Walmart has helps it
to easily influence maximum number of customers and increase its sales volume.
Highest market share: Walmart has continuously expanded its market share through innovating
its products and services as per needs and preference of customers. It has largest market share
with 2.2 million employees working together so that quality products can be delivered to end
users so that firm can earn huge profit margin.
WEAKNESS
4