Integrated Market Communication Strategy of Walmart

Marketing Management
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Table of Contents
1. Introduction.........................................................................................................................................2
2. Integrated Market Communication Strategy of Wal Mart...................................................................2
Marketing Mix of Walmart:.....................................................................................................................3
Product:...................................................................................................................................................4
Services:...................................................................................................................................................4
Price:........................................................................................................................................................4
Place:.......................................................................................................................................................4
Promotion:...............................................................................................................................................4
2.1 Risk faced by Wal-Mart in IMCS...................................................................................................5
Suggestions:............................................................................................................................................6
3. Integrated Marketing Communication strategy for Wal Mart.............................................................6
Print Advertisement of Wal Mart:...............................................................................................................7
4. Conclusion...........................................................................................................................................8
5. References...........................................................................................................................................9

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1.Introduction
The primary purpose of the paper is to evaluate the marketing strategy as well as the
marketing mix of the organization named, Walmart. Walmart is one of the largest company
which contains several department stores as well as warehouses. The organization was founded
by Sam Walton in 1962 in America. In 1972, Walmart used to trade on the stock exchange
market of New York. There are 8,500 stores of Walmart with several names all around the
world. The goal of the company is to be a better organization by focusing on the services or
values provided to the customers. There are four normal values of the company named,
individual respect, customers' service, act as integrity and strive for excellence. Walmart operates
in countries like the U.S., Brazil, Japan, Canada, Argentina, UK, and India. The company earns
high revenue in the UK, Japan, and India.
There is a creative as well as dynamic culture in the organization. The size of the
company is immense, hence it contains a hierarchical structure. Walmart has 2.2 million employs
throughout the globe. Moreover, the board of directors includes 16 members, and among them,
two family members of Walton included. The organization is having only one department of
human resource management, one information technology department and more than one
marketing department.
2.Integrated Market Communication Strategy of
Wal Mart
Walmart has an integrated strategy for communication in the market. The strategy
consists of various products of high quality. The company used to retail those products in the
market with low prices. It maintains the low cost of the products by applying electronic
technology in their warehouses. The manufacturers help the company in terms of negotiating
with the merchandisers and thus, it remove the broker from the strategy of cost reduction
(Grover, Chiang, Liang & Zhang, 2018).

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Here are the three basic points in which Walmart has the deep belief for the market
communication strategy:
o The individuals, as well as the customers, should be respected in the
market
o The customers should be provided with better services
o Create an excellent environment in the market
The decision of the management is responsible for the successful market communication
strategy and hence, leads to the success of the retailer.
Walmart can be compared to Target in terms of the programs related to communication
advertising. The programs are organized to advertise the stores as well as products of the
company. Both the organizations centered the programs of integrated communication to
differentiate the products as well as administrations which the company offers and provide to the
customers. Long ago, Target and Walmart took part in a competition and the procedures of both
the companies for platform center the qualities of their products (Pope & Pope, 2015). They use
printed advertisements, social media, radio plugs, and coordinate advancements. The social
media is usually resulting in getting the response in the market as the shoppers or the customers
use their mobile phones and tablets for giving feedback or comments on the products.
Walmart and Target set their advertisements in such a manner so that the consumers
could see it easily while using various applications. The social networking like Facebook has
turned to be useful for promoting the programs of the organizations. The advertisement process
seems to be similar because the stores of both companies offer a variety of same items to
purchase to the customers. The organizations provide coupons for the purchase of basic needs
and tech products.
The differences between the two organizations can be identifiable in the sense that
Walmart has low appraising procedure. Walmart is supposed to be an expensive alternative in
the business of supermarket. It is also observed that the company pay attention to the benefit of
the customers as well as the quality of the products, for instance, the products of furniture for the
family (Pomering, 2017).