Marketing

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Summary of the organization
Walmart Inc popularly known as Wal-Mart Stores referred to an American Multinational retail
organisation that operates a chain of hyper markets, grocery stores as well as discount
department store. The organization has approximately 11, 368 stores as well as clubs and
operates under 55 different names in 27 countries (Caraway, 2016). In United States and Canada,
company operates as Walmart. Walmart Canada was established in 1994 and is headquartered in
Mississauga, Ontario. The major Store formats involve Walmart Supercentres and Walmart
discount stores. When it comes to Walmart Canada, a growing chain of approximately 400 stores
across Canada, serving as high as 1.2 million of consumers each and every day is operated by it.
Nearly, 120,000 products that include fresh groceries, home decors, apparel, electronics as well
as grocery along with specialty services like photo centers, pharmacies and garden centers are
the chief items that are sold by Walmart Canada (Haiven, 2013).
Along with offline stores, the Walmart also offers the consumers online products and services.
According to recent statistics, approximately 600,000 consumers visit the Walmart Canada’s
flagship online stores every day (Yuan et al., 2016). In 2018, it is estimated that Walmart and
Walmart superstore made 32.4 million dollars (Logan, 2014) In this report, a detailed
discussion about the consumer base, mission, and vision and core values of the Walmart Canada
will be conducted. Along with this, the business and corporate level strategies and SWOT
analysis will be highlighted in the following paragraphs.
Customer base
The chief consumer base of Walmart includes middle to upper class consumers. According to
Yuan et al., (2016), the ideal Walmart Canada shopper will include a white 50 years old woman

2MARKETING
with an yearly household income worth 52,000 dollars. Thus it can be clearly understood that the
potential consumers of the mentioned organization includes young to middle aged consumers
with lower to moderate disposable income. While both male and female consumers are targeted
by Walmart Canada, Women are chiefly considered to be the most potential consumers since in
Canada, they are the decision makers when it comes to grocery. Considering the fact that the
organization has opt for cost leadership, Walmart Canada, targets single customer segment who
place greater value on the price attribute of products compared to attribute like quality and others
(Cooke, 2018). When it comes to the occupation of the consumer base of Walmart, they include
students, manual employees, floor level employees and middle level managers in public as well
as private sectors (Elder, 2019).
Mission and core values
The mission statement of Walmart Canada includes “saving people’ money so they can live
better.” From the statement the ideals and corporate strategy of the organization is getting
reflected. The mission statement of Waltmart can be considered as a synonym of its slogan
which is “Save money. Live Better.” (Kent, Rudnicki & Usher, 2017). The mission statement of
Walmart Canada also depicts the business strategy of the organization. Based the statement it is
clear that the company offers the consumers with products at a cost that si affordable and slightly
lower than its competitors. Thus the business strategy of the company involves using price as a
selling point in order to attract the customers.
Vision
The vision statement of Walmart USA as well as Walmart Canada includes “Be THE destination
for customers to save money, no matter how they want to shop.” The mentioned vision was