International Marketing Management Comparative Brand Analysis

International marketing
management comparative
brand analysis

TABLE OF CONTENTS
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
This report is on the comparison of the marketing management of the Amazon and Wal-
Mart. Both are multinational company having different marketing management and are success
in the industry (International Marketing – Introduction, 2021). The comparative analysis is done
on their business and brand strategy, marketing mix, brand identity, brand expression,
positioning, promise, personality and brand equity of their management.
MAIN BODY
Headings Amazon Wal-Mart
Business strategy The vision statement of the
Amazon is to become the
world customer centric
company. Their mission is by
doing the great efforts for the
customers by offering them at
the lowest possible price with
the convenience and the best
availability of selection. Their
objective is to cater the
customer base from all over
the world.
The mission statement of the
Wal-Mart is to save the money
of the people for their better
living. Their vision statement
is – for the busy family make
their everyday easier. Their
objective is to provide the
food and other products safely
and at affordable price to the
people around the world.
Brand strategy The brand strategy use by the
Amazon is to keep their
customers review as same as
both the positive and the
negative that helps others at
the time of the purchase and
keep loyal with their
customers by providing the
products at the affordable
price.
Wal-Mart brand strategy is to
provide the goods at the low
cost by satisfying the
customer’s services by giving
them the variety of the goods
at the convenient time and the
location. It gives both the
value and the low price
products to the customers
(Patrick, 2019.).
Marketing mix  Products: Amazon has  Product: It provided
1