Market Analysis of Walmart Canada: Identification of Issues and Methodology to Solve Them

This presentation provides a market analysis of Walmart Canada, identifying issues such as reduction of sales and negligence in customer services. It proposes a methodology to solve these issues, including a questionnaire survey and sample questions. The presentation also includes a budget forecast, cash flow analysis, profit and loss statement, Gantt chart, and marketing plan based on Ansoff matrix. The new P's based on research and report findings are discussed, including products, place, price, promotion, people, and physical evidences. The presentation concludes with recommendations for Walmart Canada to invest in e-commerce, technologies, and widening their distribution networks to cater to the changing lifestyles of customers.

Marketing Analysis
(Walmart Canada)

1. Background of the company:
 In this presentation, the market analysis of Walmart
Canada is done. It is a popular organization of online
electronics, video games and many more. It’s
headquarter is situated at Mississauga, Ontario. It is
found to be competing with different other sectors.
They have also been focusing on its Supercentres
that has been originating from various types of new
locations.

2. Identification of issues for
Walmart:
Various issues with Walmart are analyzed
hereafter.
 Reduction of sales:
Walmart has failed to maintain their oath
to be cheaper than others. This has hindered
their success (Delgado 2015).

Negligence in customer services:
 Walmart Canada’s customers have
been offered fewer prices in same
products from other competitors.
 Thus it shows that Walmart being the
leader, concerning low-price has failed
to win on prices.

3. Methodology to solve the
problems:
 To conduct the research a questionnaire or written
survey is used. This is conducted over email over
various employees of Walmart. It has allowed about
20% of the margin of errors on the outcomes of the
survey. It ensures that the questions have been
following a logical order. This has been evolving from
various common queries to a particular one.
Moreover, multiple choice questions are used for
reducing the amount of time for completing the
survey. Further, the survey is to be already tested on
10 to 12 individuals before releasing the questions for
wide use.

 Sample questions to be asked in the survey:
1. Are the products in place properly for Walmart
Canada?
 Yes
 No
2. Are the promotional strategies of Walmart Canada
effective since past 5 years?
 Yes
 No
3. Have the processes undertaken by Walmart Canada
smart enough to undertake their business
development process?
 Yes
 No

4. Budget:
 Forecast:
As part the decline seen from 25 trillion dollars to 13.3% from
2013, to 2018, a decline in e-commerce for Walmart Canada is shown
from the following graph.
2018 2019 2020 2021 2022
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Year
Budget
Decline
2018 13.30%
2019 10.50%
2020 8.80%
2021 6.20%
2022 5.40%

 Cash flow:
 Revenue of Walmart Canada’s stores.
Year
Revenue
retrived per
year
2012 $446,950
2013 $469,162
2014 $476,294
2015 $485,651
2016 $482,130
2017 $544,270
2018 $566,782 2012 2013 2014 2015 2016 2017 2018
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000

 Profit and Loss:
Profit on Tax of Walmart Canada on 2018:
Walmart's Discount stores
in 2018 $4,396
Super Centers 310
Domestic Total 5434
International -17
International as % of total
profit 0.30%

 Gantt Chart:
Task Name Duration Start Finish
Analyzing the products of Walmart
Canada 6 days Wed 10/24/18 Wed 10/31/18
Prices of their current products 4 days Thu 11/1/18 Tue 11/6/18
Determining the position of Walmart
Canada at current marketplace 5 days Wed 11/7/18 Tue 11/13/18
Finding how the organization has been
promoting their products 6 days Wed 11/14/18 Wed 11/21/18
Finding the situation of employees and
clients of Walmart in present
marketplace
8 days Thu 11/22/18 Mon 12/3/18
Identifying the places where Walmart
has successfully implemented their
strategies
7 days Tue 12/4/18 Wed 12/12/18
Determination of various processes
undertaken by Walmart 4 days Thu 12/13/18 Tue 12/18/18

 Controls:
The following controls must be used by Walmart. This would be
helpful to surpass their competitors.
Protecting price advantagesConnecting people to productsCulture commited to businessFocus people to operational effciencyFocussing on reducicng expensesTalent startegy driving results

5. Marketing Plan:
 Strategy based on – Ansoff:
 In the current case Ansoff matrix is used. This is to
provide the practical reactions in order to grow their
market and brand. Here the generic strategy is
used.
 Generic strategy:
 The main generic strategy that Walmart must use,
is to create sustainable and competitive benefits to
their cost leadership strategy.
 Walmart can keep their every prices low with the
economies of sale.

6. New P’s-based on research and report
findings:
Products:
 Walmart is found to be selling various products. This has included
 Home furnishing
 Hardware
 Accessories
 Auto spares
 Stationaries
Place:
 Walmart has consisted of more than thousand stores, sites and mobile
applications.
 Customers are able to get into them via multiple channels.
 Moreover, they can plan to widen their net retail square feet up to 20 million.

Price:
 Moreover, Walmart Canada has based their different competitive
advantages on cost leadership.
 Besides, they are committed to provide lesser process daily and
on all kinds of products.

Promotion:
 Promotional mixes of Walmart Canada has consisted of the
following.
 They are
 Sales promotion
 Personal selling
 Public relations
 Advertisements

People:
 Walmart Canada has been taking care of
their staffs. They have been, on the other
hand, serving more than 250 million clients
every week.
Physical evidences:
 Walmart Canada have been seen to open
about more than 11000 stores across the
world.

7. Summary:
 The presentation is helpful to study that Canada’s Walmart has focused on
their market infrastructures. This is helpful to gain advantages from core
competencies in the nation’s market.
 They have needed to concentrate on e-retail and e-commerce to develop
their brand images, very fast.
 Besides, Walmart Canada has needed to invest more money for their
technologies.
 They should rise their existence through widening their networks of
distributions.
 They should keep in mind that the customer’s lifestyles are changing.
 Moreover, Walmart Canada must concentrate to cater the perquisites of the
current generation through making investments on latest technologies.
 In this way they can make their shopping more convenient than before. It
must be reminded that the organization has failed because of lack of usage
of demographic of their advantages. Besides, problems with supply chain
shows that they have been facing issues to put their promises in place.

8. References:
Alexandre, C., Bocsanean, P., Mangana, J., Santos, J., Monteiro, D. and Santos, P., 2017,
September. Marketing behaviors analysis in a mobile wallet solution using data mining. In
Computational Intelligence and Communication Networks (CICN), 2017 9th International
Conference on (pp. 88-92). IEEE.
Bauner, C. and Wang, E., 2016. Strategic Reactions to Wholesale Club Presence: Implications of
Storability on Retailers’ Pricing and Assortment Decisions.
Berning, J. and Campbell, B., 2017, January. Consumer Preference and Market Simulations of Food
and Non-Food GMO Introductions. In 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama
(No. 252733). Southern Agricultural Economics Association.
Bollheimer, M., 2015. The new consumer advocates for safer chemicals: mandating healthy
products. Journal of Business Strategy, 36(3), pp.3-10.
Clapp, J., 2017. Concentration and Power in the Food System: Who Controls What We Eat?.
Delgado, J., 2015. Market Structure, Growth and Competition in the Supermarket Sector in Latin
America.
Heng, Y. and House, L., 2016. A Composite Demand Analysis for the Beverage Market. In 2016
Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts (No. 235704). Agricultural and
Applied Economics Association.
Lukic, R. and Vojteski Kljenak, D., 2017. Analysis of Intangible Assets in Retail Trade. Strategic
Management, 22(2), pp.18-26.

9. Appendix:
 Answering various questions:
 Question 1: Can retail sectors develop their sales and
promotion for the upcoming 5 years, seeing the instance of
Walmart Canada?
 Answer: Yes
 Question 2: Does the new P’s in the research helpful to
understand the future marketplace of Walmart Canada?
 Answer: Yes
 Question 3:
 Question 3: Is the research helpful enough to understand
how to develop customer satisfaction for Walmart Canada?
 Answer: Yes.