Marketing Essentials: Differentiation of Marketing Mix of Walmart and Amazon

This marketing essentials assignment explores the differentiation of marketing mix of Walmart and Amazon. It discusses the product, price, place, promotion, people, process, and physical evidence strategies of both companies. The assignment also includes a basic marketing plan for Walmart's new energy drink product.

MARKETING
ESSENTIALS

INTRODUCTION...........................................................................................................................2
Task 1...............................................................................................................................................3
Covered in PPT............................................................................................................................3
Task 2...............................................................................................................................................3
P3. Differentiate of marketing mix of two different companies of same sector..........................3
Task 3...............................................................................................................................................6
P4. Demonstrate and evaluate of basic marketing plan for an organisation................................6
CONCLUSION:..............................................................................................................................9
REFERNCES.................................................................................................................................10

INTRODUCTION
Marketing is the wider concept that describes about manufacturing, labelling and
promoting of the product and services. Marketing is also derives as discipline activities which
involves all actions a company allows to develop the customer relationship with them. As having
better networking with effective potential customers is also makes a part of it (Al Badi., 2019).
As the functions of marketing plays an important to help building better relationship with
customer.
By considering the organisation from retail industry Walmart Inc. is an American
multinational retail business corporation which operates through chain of hypermarket and the
headquarter is situated in the Bentonvile, Arkansas. In this report, the topic will discuss the
different roles and responsibilities of the marketing as well as organisational context. The
marketing environment along with interrelation of marketing department of organisation. This
report will covers tactics that applies by the selective company through assorting of 7P's of
marketing mix and elaborates the effective marketing plans for the taken company.
Task 1
Covered in PPT
Task 2.
P3. Differentiate of marketing mix of two different companies of same sector.
The marketing mix is process of strategy to determines the multiple areas to implement
different techniques or method to attract and influence the customer to purchase the product. On
the basis of this marketing mix process it basically derives about the 7P's product, price, place,
promotion, people, process and physical evidence that defines about companies information as
they compete in competitive market. By taking two retailer company to compare with their
marketing mix as Walmart and Amazon company such as:
Basis Walmart Amazon
Product The products of Walmart stores sells
different quality of products. They
manufacture the product on the basis
The Amazon is an international e-
commerce company, using
connection to the internet servers

of customer expectation and market
demand (Lu and et. al., 2018). Their
range of products are in lower costs
in easier way to introduce the market.
To produce the large quantities to
accomplish the discount as well as
offer to make the economic range of
scale.
where they make available
different form of gadgets, home
appliances, phone, laptops and
many more products purchase
immediately. These products are
delivered then to the customer due
to delivering service companies
(Malhotra., 2018).
Price The pricing strategy of Walmart is
leading physical brand of the United
States with the largest market share
as well as they have earned loyal
customer based. The pricing strategy
of Walmart, as they have gain more
loyal customers because they assure
that their product have consumed
quality through which customer
entitled their trust to Walmart. The
company usually provides economic
range of product but also they offers
different benefits and offers to the
people which attract to the customer.
For example: By one Get one free,
10% discounts in groceries product in
festive days. But Walmart has obtain
their price in economic scale where
they gain huge market.
Amazon is having high
competitive with its price. As they
allows different traits of prices in
the way of lower to high that
shows the competitive pricing
strategy. Amazon can uses to keep
their prices as in competitive
through their employees. Less
number of people but they should
well trained as well as need to
assure that customer service
should must generates the quality
that improvise their brand image.
Place The company Walmart started their
venture from United States where
their headquarter are situated. The
products of Walmart is they sells and
The online service of Amazon is
spread in all over the countries. As
they are regulates the8ir services
in online. The customer based

distribute in around 26 countries
apart from United States within under
58 Banners (McCabe. and Weave, ,
2019). The presence of physical
stores of Walmart is having across
11,361. The company also serves its
product service through online
platform such as Jabbong,
Myntra.com etc.
service has many of his countries
where it has online presence. The
employees of Amazon is very
cooperative and friendly in nature.
Promotion Walmart is well established physical
retail expanded its business quality
through e-commerce. A Company
offers the lowest prices every day
which has popularity and customer
loyalty. The promotional strategy of
Walmart they uses the electronic
banners, online platform and digital
marketing where they gain the
competitive advantages. The other
channels is form to utilised for
promotion activities such as
marketing campaigns to provided
better sales in competitive market.
The promotional strategy of
Amazon is they using many
channel podcast, television
commercials through American
networking market. Amazon
usually assort web based
advertising as well as they have
high search engine optimisation
that helps to make the company's
brand value increases. Many other
strategy which they procure to
deliver valuable information
where customer can get access
their product in better way.
People The cost cutting measures the adapt
by company also affected the
employees who complained of lower
wages as they compared with other
retailer. In 2019, the number of
people are in Walmart company
employed upto 2.2 million employees
are actively served their duties and
The people are most important
assets of service and gaining of
experience are altered to meet the
individual aims (Mghebrishvili.,
2018). The total number of
employees are working in
Amazon 1,00,000 people are
working in their organisation.

effectively attain all the targets of the
company from competitive market.
Process The process of Walmart as they offer
reasonable price where customer can
afford in any situation. They also
focuses on lot of cost cutting and
proper optimisation to accomplish the
lower cost in the competitive market.
The process of Walmart has been
accomplished the competitive
advantages that would not be able to
process in organisation.
There is a effective process of
Amazon is having leader. For this
company it develop the strong
oriented process that helps top
delegate their work strategically in
different department (Nikiforova.,
2018). They labelling the product
from their warehouses as well as
they not manufacture every
product they provided the
platform where the customer
access to buy from Amazon.com
Physical evidence In this factor of Walmart physical
evidence it mainly considered counts
many objectives like transication
bills, branded packaging and
merchandise. Apart from its more
than 11,300 retail stores as well as
they distributed 50-60 banners to
posted in streets of United States and
other countries.
Amazon made its presence in the
among all the world from their
websites. As company regular
operates E-business so they
develop different application and
website which customer explore
to scrutinize products. For case of
Amazon, they create their
websites user friendly which
regulates their effective presence
of business operation in E-
business (Perreault, 2018).

Task 3.
P4. Demonstrate and evaluate of basic marketing plan for an organisation.
A marketing plan is part of overall business plan as well as it is an operational
documentation that design a promotional strategy in which organisation decides how to pursue
leads and on that basis of that to gain competitive advantages (Othman and et. al., 2019.).
Through proper plan, it helps to optimise various suggestions in terms of target market.
Similarly, effective marketing plan is also construct to Walmart for their better business growth
and also they could gain the high competitive advantages.
The importance of marketing plan that support to the Walmart business operation are
• It would enhance customer service versus increasing the profitability.
• By making focuses towards the short term profit that leads towards the long term
objectives.
• To making clarity about the objectives on what situation the plan is execute in what
manner.
Overview of Company:
Walmart is the American multinational retail business that operates the chain of
hypermarket where they allows different types of product like food products, home appliances,
electronic gadgets etc. Walmart has 11,496 stores and having 17 clubs in 27 countries, operating
under 56 different names (Plant and et. al., 2019). They have revenue generates around $532.964
billions along with the number of employees are 2.2 million around the globally. Walmart is
planning to introduce new Energy Drink in market.
Mission: The Walmart mission can derives as “helping people around the world save
money and live better”.
Vision: The Vision statement is “ to make every day easier for busy families as well as be
the destination to the customer for save money, no matter how they wants to shop or buy”.
Objective: To introducing the New Energy Drink that includes without sugar and having
aim to making fit to the people around the world.
According to that there is a marketing STP form for Walmart new Energy Drink product are:
Marketing Segmentation: It derives about the market to making differentiate the
customer into various group to target for their product and services which they can provided to
improvise their customer satisfaction. Similarly, for Walmart they can proceed for their new

product on the basis of target the market in geographic, it would help to select the countries and
demographic will highlight the age, race, gender and religion for the Energy Drinks product.
Targeting: The company Walmart is more focuses towards the target customer through
demographic or product specification basis. As new Energy Drink is determines the Fitness
clubs, normal groceries and medical shops to making it available (Roy and Gretzel, 2020). This
product also highlights the usage to the age group of people.
Positioning: As per the Walmart new product they going to introduce the product through
within websites of company. If the product quality match to the expectation of the customers
then the market position will highlight on the basis of performance in the competitive market.
Budget formation: This is a framework of making budget is essential for any organisation as it
helps to give a assumption about what factors will include in during the formation of new project
(Šedík and et. al., 2018). The Walmart company is decided to execute their budget as they
estimated $9,50,000 million pounds
Cost for the production occurs in Walmart new Energy Drinks Product.
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial Capital 9000 10000 8500 10000 12000
Investment 11000 12000 13500 13500 15000
Total 20000 22000 22000 23500 27000
Marketing
outlay
Promotion 8000 9500 10000 10500 11000
Sales Publicity 5000 5500 6500 7000 8000
Total 13000 15000 16500 17500 19000
Monitoring and Controlling:
The description of monitor and controlling is describes at the situation when overall task
is necessary to assess and ensure that the authorised project is approved can provide some
outcomes or not and reduces the risks (Wirtz and Lovelock, 2018). Similarly, for Walmart the
manager of production and operation will properly assess and monitor the performance of new
product is generating the valuable outcomes or not. It also ensures with their production,
marketing and finance department about the new product which gain the competitive advantages.

It also helps to assess the profit margin, as it helps to segregate the income and revenue for
measure profit. To handle the issues which is generate at the time of new product manufacturing
in terms of product quality or performance to effectively improved for sustain in market.
Marketing Mix for Walmart company for new Energy Drink Product.
Elements of marketing mix 7Ps Walmart new Energy Drink product
Product The product description is about new protein type energy
drink which increase the calories and good for human
health immune system.
Price To deciding the pricing strategy is as per the lower range
where it can utilise to people easily. Walmart has implies
normal range to which customer can approach for the
product brand.
Place As they can plan to introduce their product in United States
region as well as Walmart is having existence in overall
other countries. But some of the countries they approach
like United kingdom, Japan, Africa where they will attain
better competitive advantages (Zahay and et. al ., 2019).
Promotion The promotional strategy would be same which is always
considered by company but there is option of social media
marketing which is very effective and this will increase the
more awareness of the product.
People Walmart's management team can hire professional
candidates for this project as they have plan to hire approx
100-200 employees.
Process There is a simple process which is execute to
manufacturing the Energy Drink by induces quality of raw
material after that to approach food laboratory to making
ensure the quality of product.
Physical evidence As the Walmart is having effective influence in overall
market, so they would be benefit to the company as well as

Walmart is approaching the product development where
people already having trust with the Brand.
Evaluation:
In above the new marketing plan of Walmart provides the unique vision of their
upcoming product that is energy drink. As the company has prepare overall marketing plan to
execute in effective way, the objective of new product by Walmart is trying to enter in beverages
segment for gain more competitive advantages. As many other companies are also having their
soft and energy drinks product in market but Walmart is implies their price for new product as in
economic type where many people can easily afford. They have targeted youngsters and middle
class people. To execute the promotion in other countries like United Kingdom, US, Spain,
Australia and other countries where the Walmart is having existence. For this new vision
company need to hire the experienced and professional peoples to make this product
successfully execute in the market. In manufacturing of new energy drink product, the
production manger ensures about the raw material implies should be authentic and reliable.
CONCLUSION:
From above analysation of Marketing Essentials report, it has come to conclude that
marketing is main element for every business organisation who is responsible for performing the
promotional activities of firm. The different roles and responsibility of marketing function in
organisation perspective is essential as well as the each department is having contribution
towards marketing and vice versa to making organisational work in smooth way. To examine
marketing mix with two companies by comparing with through 7Ps to gain competitive
advantages. At last there is making of marketing plan to assessment of new product opportunity
in existing market environment.

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