Marketing Management Analysis: A Report on Walmart's Strategies

This report provides a comprehensive analysis of Walmart's marketing management, examining its strategies, tools, and application of theoretical concepts. The report begins with an executive summary and introduction, outlining the rationale for choosing Walmart as a case study. A thorough literature review explores key marketing concepts, including Porter's Five Forces, SWOT analysis, PESTLE analysis, and the marketing mix (4Ps). The report then delves into the application of these theories to Walmart's practices, evaluating its marketing mix elements and the role of marketing models such as the BCG matrix and Ansoff matrix. The analysis includes a PESTLE analysis of Walmart to identify opportunities and threats. The conclusion summarizes key findings and provides recommendations, supported by a detailed list of references. The report examines Walmart's strategic approach to providing low-cost products, its effective leadership, and the importance of marketing mix in its success. The structure of the report follows a project report format, with distinct sections for each element of the analysis.

Running head: WALMART
International Marketing Management
Name of Student
Name of University
Author Note

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Table of Contents
Table of Figures...................................................................................................................3
1. Executive Summary.........................................................................................................4
2. Introduction......................................................................................................................4
3. Literature Review............................................................................................................5
3.1. Marketing Management............................................................................................5
3.1.1. Porter’s Five Forces...........................................................................................6
3.1.2. SWOT Analysis.................................................................................................7
3.1.3. PESTLE Analysis..............................................................................................8
3.2. Marketing Mix..........................................................................................................9
3.3. Application Models, Tools and Techniques of Marketing Analysis......................10
3.3.1. BCG Matrix.....................................................................................................11
3.3.2. Ansoff Matrix..................................................................................................12
3.3.3. Product Life Cycle Model...............................................................................12
4. Application of Theory to Practice..................................................................................13
4.1. Marketing Management Concept Process and Strategy in Walmart......................13
4.2. Critical Evaluation of Marketing Mix in Walmart.................................................15
4.2.1. Elements of the Marketing Mix of Walmart....................................................15
4.3. Role of Marketing Models......................................................................................17
4.3.1. Walmart PESTLE Analysis.............................................................................17

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4.3.2. Ansoff Matrix Walmart...................................................................................20
5. Conclusion and Recommendations................................................................................21
6. References......................................................................................................................22

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Table of Figures
Figure 1: Showing Porter’s Five Forces..............................................................................7
Figure 2: Illustrating SWOT Analysis.................................................................................8
Figure 3: Illustration of PESTEL framework......................................................................9
Figure 4: Representing the 4ps of Marketing Mix.............................................................10
Figure 5: Showing a BCG Matrix......................................................................................11
Figure 6: Representing Ansoff’s Matrix............................................................................12

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Task 1: Walmart
1. Executive Summary
The report discusses the various concept of marketing management of Walmart. Walmart is a
disruptive brand that promotes delivery of products to the customers in a significantly low cost.
A literature review has been undertaken to discuss the importance of various marketing tools and
techniques in an organization. On basis of the theoretical knowledge of the notion of marketing
management, the marketing mix of Walmart is evaluated. The report evaluates the benefits of
marketing models and tools in developing and promotion of new products. The PETLE analysis
of Walmart and Ansoff analysis is undertaken to analyse the opportunities and the threats within
the organization.
2. Introduction
Disruptive brands are likely to make a huge impact on the world as they make something
accessible to a wider community (Braithwaite and Christopher 2015). Similar is the case for
Walmart. The business model of Walmart is mainly based on effective leadership and efficient
management of supply chain. This particular organization is chosen as Walmart has made
shopping more accessible to the customers.
Walmart is an American retail corporation that functions as a chain of hypermarkets and
grocery stores. The organization is considered to be a business powerhouse and its strength lies
in marketing mix. The effective management practises of Walmart provides the needed
efficiency and continuity (Brea‐Solís et al. 2015). The organization was established in the year
1962, and has gradually become the largest retail store of the world. The branches of the
organization is present across the globe in 50 countries worldwide. It is one of the major retail

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company that started off as a publicly traded family business (Homburg, Jozić and Kuehnl 2017).
The marketing mix followed by Walmart follows five core principles, which include the price,
product, promotion, place and people.
The report aims in discussing the different marketing management concepts and
marketing mix principles. The report further discusses the marketing management concept,
processes and strategies that ensures effective marketing mix in Walmart. The key strategy of
Walmart is to provide consumers with cheaper products. More than 245 million people visit
Walmart each week to shop for food items and apparels. The report further discusses the role of
various marketing models, tools and techniques that enables an organization to effectively make
the plans for marketing. SWOT analysis model and BCG matric model of Walmart is discussed
in the following section of the report.
3. Literature Review
The review of the literature aims in evaluation of the key concepts related to marketing
mix, marketing plan and their importance in supporting effective marketing analysis. The
literature review aims in analysing the role of understanding the concept of marketing
management, methods and approaches and its importance in Walmart. The existing literature is
evaluated to discuss the importance of appropriate application models, the related tools and
techniques to understand the concept of marketing analysis.
3.1. Marketing Management
The concept of marketing management mainly emphasises on practical application of
orientation in marketing, tools, techniques and procedures to effectively manage the major
marketing activities of a firm. According to Deepak and Jeyakumar (2019), there are majorly

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five marketing concepts, which are production concept, the concept of product, the concept of
selling and the marketing concept. Effective management of all these concepts are necessary to
manage the key organizational process in a proper manner. Walmart is a marketing powerhouse
and it is one of the main strengths of Walmart. The marketing strategy that is followed in
Walmart is quite simple and therefore it can be followed by the organization to gain a
competitive advantage.
According to Huang and Sarigöllü (2014), marketing management generally employs
tools linked with economics and competitive strategy to analyse the industrial concept. There are
several tools of marketing management, which comprises of Porter’s five Forces, SWOT
analysis and PESTLE analysis. For effectively managing the marketing management, it is
necessary to choose an experienced marketing manager to perform the qualitative marketing
research, quantitative marketing research, experimental technique and observational technique.
Accurate use of those tools and techniques are necessary to identify and design the trends in
marketing analysis that can work for the benefit of a company.
3.1.1. Porter’s Five Forces
Porter’s Five Forces is a framework that is mainly used for analysing the competitive
atmosphere of a company. This is an effective tool for investigating the competitive situation by
detailing the potential new market entrants, suppliers, customers and the profitability of a
company (Dälken 2014). Thus, it can be listed as an effective marketing tool for understanding
the forces that is useful for shaping competition within an industry. This tool is used in Walmart
as well to analyse the threats of new entrants and for adjusting the business strategy in
accordance to the threats.

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Figure 1: Showing Porter’s Five Forces
(Source: Dobbs 2014)
3.1.2. SWOT Analysis
SWOT analysis is a technique that can be used for understanding and analysing the
internal and external aspects that can disturb the marketing goals of any particular company. The
analysis of the Strength, Weakness, opportunities and Threats generally provides a good
procedure to a company to determine the strategy that can be applied in the business and
marketing management to gain a maximum benefit (Banerjee 2015).

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Figure 2: Illustrating SWOT Analysis
(Source: (Gürel and Tat 2017)
SWOT is a simple and useful framework or tool for effective analysis of the strength,
weakness, opportunities and threats of any business organization which affects both marketing
and business strategy of the organization.
3.1.3. PESTLE Analysis
PESTLE framework is generally made use by the marketers for effective analysis and
monitoring of the macro environmental factors associated with an organization. This business
tool is generally use for effective evaluation, organization, and tracking of the micro economic
factors affecting a business.

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Figure 3: Illustration of PESTEL framework
(Source: Cadle, Paul and Turner 2014)
PESTLE is an effective tool used by marketers to understand the critical factors that can
affect the marketing principles. According to the findings of PESTLE analysis the business
strategies are designed by marketing managers to gain a maximum competitive advantage.
3.2. Marketing Mix
Huang and Sarigöllü (2014), state that marketing mix is a group of actions and tactics that
are used by a company for promoting a brand. A marketing mix is generally related to 4Ps,
which are product, place, price and promotion. It is also termed as product mix which is
considered to be a crucial tools for determining the main product offerings to a customer.

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Figure 4: Representing the 4ps of Marketing Mix
(Source: Khan 2014)
Marketing mix holds an integral place in marketing management as it is an important tool
that a particular business make use of in providing services to its customers. The marketing mix
generally helps in developing strengths and limiting the weakness (Londhe 2014). This tool
further helps in improving profitable collaboration between a business and its customers.
3.3. Application Models, Tools and Techniques of Marketing Analysis
According to Whitehead (2015), there are seven fundamentals of marketing which
include product, price, people, promotion, physical evidence, place and process. The marketing
concept generally dictates the marketing decisions that are based on the needs of the customers.
There are several techniques of marketing analysis that enables and organization to
correctly identify the marketing needs and the business needs. The tools and techniques that can
be effectively used for analysing the marketing needs and the marketing strategy of a disruptive

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business environment include the use of marketing models such as BCG Matrix, Ansoff Matrix
and Product life cycle model. These marketing models are quite effective in planning and
designing effective marketing strategies.
3.3.1. BCG Matrix
The BCG (Boston Consulting Group) matrix can be referred to as a product portfolio
matrix that ensures long term strategic planning (Whitehead 2015). This is an effective
marketing tool that helps a business to grow by effectively reviewing the opportunities that are
linked with the products offered by and organization.
Figure 5: Showing a BCG Matrix
(Source: Mohajan 2017)