Marketing and Management: Analysis of Walmart's Marketing Mix and Target Market

Marketing and management

Contents
Issue 1..........................................................................................................................................................3
Issue 2..........................................................................................................................................................4
Walmart’s marketing mix refers to analysis of 5 C’s................................................................................4
SWOT analysis-........................................................................................................................................5
Issue 3..........................................................................................................................................................6
Issue 4..........................................................................................................................................................7
Issue 5..........................................................................................................................................................9

Issue 1
Walmart is an American multinational organization involved in retail business. It has a chain of
hypermarket all across the globe. Basically it has its grocery stores and departmental stores. Walmart is
the second largest public corporation of the world (Madura, 2018). It was started in 1962 by Sam
Walton. Walmart also comes under the list of Fortune 500 companies in 2018. It is also known as world
largest private employees as it has provided private jobs to so many people. At present, there are 2.2
million employees associated with Walmart. This company has also been listed on New York stock
exchange. Walmart becomes a very big brand name because of providing valuable services to the
customers and a level of comfort too. The vision statement of Walmart is ‘to be the best retailer in the
minds and hearts of consumers and employees’ and mission statement is ‘to become the destination for
customers to save money so that they can utilize the same for better future’.
The market orientation of Walmart is different as other organization focuses on production and
marketing activities of its own products whereas Walmart focus on selling and marketing of other
company’s product. Walmart has ‘maintenance’ stage of market orientation because a good market
orientation is already created in case of ‘Walmart’ and it has to work only in maintaining the same and
safeguard it from any deterioration in marketing approach. Walmart is a supermarket and it sells
products of different brands at a same place to provide a better experience to the customers. There are
different items like soaps, eatables; hygiene products and many other things. The brand name of
‘Walmart’ is so famous and known by everyone (Kamatchi Subbiah Sukumaran, Chandrasekaran
Sivasundaram Anushan and Alamelu and Sampath Thiyagarajan, 2015). It has created an amazing brand
value in the market. Brand plays an important role in creation of marketing strategy because there are
different objectives of marketing and that directly related with the brand image.

Issue 2
Walmart’s marketing mix refers to analysis of 5 C’s-
Consumer- It means to modify the sales as per the preference of buyer. It basically suggests that a
business should move the focus from what it wants to sell to what customer wants to buy. This helps in
increasing customer satisfaction and attracts other customers too. Such changes make a firm to conduct
the business in a different way that provides benefit to the society. Walmart always tries to provide all
the services to the customer at one place as they spend their most of the time on internet. It provides
different variety of products, customized functionality and convenient purchase and delivery options.
Competitors- Walmart always tried to provide lowest price of the products to the customers. Walmart
started its retail business online. Walmart is trying to grab more market share with low cost strategy
that makes it different from the other competitors. There are many strong competitors but Walmart
sustained on a strong position because of its mission and vision (Campling, 2008).
Collaborators- Walmart has a strong supply chain management. It has maintained good terms with the
suppliers. Walmart has also started its retail operations online and it is the era of internet and mobile
technologies. ‘Place’ factor in four ‘P’s became irrelevant because everything is available online and
buyers can easily get them delivered to their convenient location. Customers can now easily compare
the products and get the knowledge about the same before buying. Walmart started online business but
it has not stopped opening retail outlets.
Company- Walmart is a very much customer focused company as it always wants to provide low cost
products to the customers and give them proper satisfaction. It has a very good brand image in the
market. According to Walmart, Marketing is considered as a support function. It started ‘Save money,
life better’ campaign and it became the turning point for Walmart and the customers. Walmart always
focus on the requirements and feedbacks of the customers and communicate with them for better
understanding (Wang, 2015).
Climate- Walmart changes the stock of its retail outlets as per the customer’s choices and preferences. It
provides a very good and healthy environment for its workers. Walmart adopts the latest technology for
being the best in the industry.