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Report on the Marketing Opportunity Wal Marts

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Added on  2020-04-15

Report on the Marketing Opportunity Wal Marts

   Added on 2020-04-15

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Running head: MARKETING STRATEGYWal-Mart Marketing strategyName of the Student:Name of the University:Author note:
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MARKETING STRATEGY1Executive summary The purpose of this report is to analyse the marketing opportunity of a premium segmentof Wal-Mart’s. The situational analysis of the company is outlined in the following text. Thepresent situation analysis will give an insight for the company personnel on which competenciesand strong points to focus on. The PESTLE analysis of shows the external environment featuresof US. The segmentation, targeting and positioning of the Wal-Mart customers are also given inthe second part of the assignment. The recommendations based on the objective of SMARTgoals of Wal-Mart’s premium subsidiary World Lux are also highlighted in the assignment. Theevaluation suggests the company’s current market situation. The marketing process is followedby basic and good old-fashioned retailing is also their Unique-selling proposition in thecompany. The segmentation targeting and positioning is also outlined in the second part of theassignment. Recommendations are based on the marketing mix of product, place promotion anpricing strategy of that should be considered for this premium retail.
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MARKETING STRATEGY2Table of ContentsPart 1................................................................................................................................................3Introduction..................................................................................................................................3Situational Analysis.........................................................................................................................4PESTLE...........................................................................................................................................4SWOT analysis................................................................................................................................5Competitive advantage....................................................................................................................7Evaluation of their marketing strategy............................................................................................8Part 2..............................................................................................................................................10Segmentation.................................................................................................................................10Targeting........................................................................................................................................11Positioning.....................................................................................................................................11Recommended objectives and goals (SMART)............................................................................12Conclusion.....................................................................................................................................15Reference.......................................................................................................................................16
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MARKETING STRATEGY3Part 1 Introduction Wal-Mart is a hypermarket giant in the retail industry of American origin. Since 1945,they have expanded their market since and have captured the international market too. But theinternational digitalisation and globalisation is making people used to the online purchase optionrather than making them visit a physical store. Therefore, the company is planning to open anexclusive store in the country to counter their image of a reasonable store. They are also focusingon creating a different image of themselves through this plan. The report contains the currentmarket analysis and the strategic advantage that the company may have and which can be usedby them in their new premium shop. Therefore, the present situation analysis will give an insightfor the company personnel on which competencies and strong points to focus on. The PESTLEand SWOT analysis of the company gives the insights that they are relevant to make the Brickand Mortar store (Rezaei 2015). This premium store would incorporate the consumer behaviouroutcome aspect of the company that would help to increase the visibility and revenue of thecompany. The legal issues that the company had faced will be ensured to avoid in the new store.The environmental and legal aspect will also be made sure to overcome in this new process.Their incorporation of new marketing strategy would be needed to achieve a successful plan forWal-Mart. The evaluation here suggests that the company uses traditional print mediaadvertisements as well as the social media for advertisements and recent ecommerce website isorganised and optimised. Therefore, the segmentation, targeting and positioning of the Wal-Martcustomers are also outline in the second part of the assignment. The recommendations based onthe objective of the of SMART goals are also highlighted in the assignment.
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MARKETING STRATEGY4Situational Analysis PESTLE The PESTLE analysis of shows the external environment features that directly orindirectly affects the company or the industry.Political – The political environment of US is very volatile. But the market is stable for theretails. The import and export policies regarding logistics and supply chain are favourable for theretails to source better materials. However, the company had faced legal issues regarding genderdiscrimination in their staff. Also US is has more growth in the services which would onlyprovide as an advantage for the retail.Economical - the GDP (gross domestic product) of USA as of 2017 is 2.3 % (estimated). Whichis slightly less at the moment but a rebound is expected in 2018. The capital asset leverage is alsoexpected to rise pushing the sector to more invest in industry, increasing the sales. Thesupercentres are gaining advantage in the country. He employment sector is also facing differentchallenges in USSocial – As with the rise of supercentres where people can get anything and everything. Itprovides Wal-Mart a strategic advantage as it has been seen that many local stores are towns areeither getting acquired by Wal-Mart or shutting down. In addition, Wal-Mart does employs alarge section of labour in the country.Technological – USA is technological hub for the world’s business centres. The services industryhas only gained the momentum because of the technological innovation in the country. Wal-Martis well equipped with technological advances. They use the machine language and big data
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MARKETING STRATEGY5analysis in drawing different conclusion in consumer behaviour. The warehousing systems arefully automated and makes the sourcing of materials efficient in their outcome. The onlinewebsite of their consumer durables and non-durables have become very important, though theyhave more visibility or presence through their brick and mortar stores. Legal – the legal framework of the country is very strict with their regulation. Therefore, thecompany should consider the regulations regarding the product liability and distribution chain aswell as food industry regulations before opening the brick and mortar store. The propertyinsurance for emergencies should be incorporated for liability insurance. The legal and taximplications for food and consumer durables should also be considered. The FDA (Food andDrug Administration), CPSC (Consumer product safety commission) and EPA (EnvironmentalProtection) regulations should be incorporated in the regulations of the store. This is of utmostimportance as the company has faced legal issues and had to pay 80 million dollar for usinghazardous materials and for wastage of resources.Environmental – the environmental aspect of America is also regulated to maintain the balanceof usage of resources. The series of environmental measures are to be considered beforeincreasing the efficiency in the company. The energy expenses and efficiency should also beconsidered in maintaining the environmental laws of the country. The focus should be inincreasing organic sales, which can also be used for corporate social responsibility. Thepackaging and energy expenses should also be reduced in this new plan of events.SWOT analysisStrengthIt is one of the biggest wholesalers in the international market.
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