Case Study: Market Analysis and Marketing Strategies of Walton Company

This case study examines the market and marketing strategies employed by Walton Company. The analysis begins with an overview of Walton's segmentation strategy in the European market, highlighting the use of demographic segmentation and its approach to different income segments. It further explores Walton's pricing, product positioning, distribution, and promotional strategies, including cost leadership and differentiation approaches. The study delves into Walton's market research, covering market activities, data analysis, and understanding customer preferences. It also provides recommendations for branding and communication strategies, emphasizing the importance of financial planning, revamped packaging, and consistent brand image through marketing objectives. The research questions address the procedures linking makers, clients, and end clients through data, the tasks associated with marketing research, and the importance of market activity investigation, data gathering, and business destination configuration.

Running Head: MARKET ANALYSIS 0
Market and Market Analysis
Walton Company

MARKET ANALYSIS 1
Table of Contents
Case study on Marketing............................................................................................................2
Answer to Question 1.............................................................................................................2
Answer to Question 2.............................................................................................................3
Answer to Question 3.............................................................................................................7
Case Study on Marketing Research Questions..........................................................................8
Answer to Question 1.............................................................................................................8
Answer to Question 2...........................................................................................................10
Answer to Question 3...........................................................................................................12
References................................................................................................................................16

MARKET ANALYSIS 2
Case study on Marketing
Answer to Question 1
The segmentation strategy exercised by the Walton Company in the Europe Market
was Demographic Segmentation strategy. This strategy is a very popular form of dividing the
market through different demographic variables. The consumers are divided into groups
based on factors such as gender, income status, age and social stability. A range of customers
was targeted categorized as income oriented and they were being offered tailored products
with dynamic features and technological aspects in the domestic market. Whereas,
internationally it mainly focused on the middle class income earners who were offered the
products at both the regular cost and premiums cost. The robustly increasing purchasing
power of the customers can be a factor due to which Walton can expand its market speedily
and enhance the market sector along with the new challenges. The middle class earners were
both price sensitive for which Walton shall adopt the cost leadership strategy where the
competitive advantage can be achieved by having a lower cost of operation in the industry.
On the contrary the customers who were driven by the preferences, and advanced
products, for them Walton can adopt the differentiation strategy. In Asian and African
diaspora, Walton’s brands were primarily purchased on the basis of price competitiveness
and technological advancements that were equal to rest of the global brands. In Bangladesh to
reach the middle class earners as well as upper middle income market segments Walton shall
follow the price competitive policy. Under this policy the products were offered at both
competitive and premium prices. The hire-purchasing facility was also available for the
customers who were not financially sound, where the customer can purchase a product on
credit and later can sell at the prices having the discount factor. Utilizing the cheap labor
Walton will be able to lower down its prices as compared to other global brands. Secondly

MARKET ANALYSIS 3
Walton shall internalize its value chain system which led to generation of taxes and duty
savings in different regions. To extend the market internationally, Walton cultivated an image
of Export Company. Under this strategy the goods were produced in accordance and
compliance with the International Standards which ultimately led to the differentiation in the
domestic markets. In international markets, Walton can delegate its risk to the third parties.
Depending upon the availability of channel and market strength and the customers the
exports can be distributed differently. The channels could be of different medium.
Answer to Question 2
Walton is involved in dozen of line segments which are of different sixes, specialty
and configurations, to meet consumer needs in each market. There are different positioning
strategies each of which is lined up in the form of a table below.
Sr
No.
Particulars Arguments In favor of strategies
1 Pricing Walton’s strategy to cover the middle as well as upper
middle range of customers involved the pricing as one of
the positioning strategies. Walton used this strategy to
achieve cost competiveness through location of
manufacturing as well as outsourcing the components and
the skill and expertise to use such components. The labor
which Walton was accessing was very cheap and the
technological benefits were more. Internalization of the
value chain, ad saving of taxation in the industries likes
electronics, foam, software’s, and plastic. At times the

MARKET ANALYSIS 4
prices were charged high to cover the costs and make
believe the customers about the quality of the product.
Products like Walton mobile are sold under price sensitive
concept.
2 Product One of the strategies is also to understand the product that
the company is manufacturing. Walton has covered
almost 60 countries. Another positioning approach can be
aligning the product with its users or a class of users. The
association o the brand with home country Bangladesh
was the critical step. As a part of the strategy the products
were driven by latest technology. Updated versions of the
products and careful analysis of Research Department
were the key concerns while positioning in terms of a
Product. A separate Packaging unit was created to meet
the requirements specifically for different types of
markets. The services associated with the products were
also inclusive of transportation facilities and installation
of products. Products like refrigerators and air
conditioners are required a proper installation and
transportation facility.
3 Place Walton’s distribution strategy included both the domestic
as well as the international market. The market was
spreader across 140 retail outlets, and 2600 franchise
stores. The export and distribution of products in foreign
market was all together different depending upon the

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requirements and availability of the distribution channel.
The products were always sold under the Walton
Corporate Brand. International markets risk were
delegated to third parties. Focus on improving the
geographic location can also be considered as one of the
positioning strategy. Products like motorcycles and
refrigerators are commonly available even at distant
places
4 Promotion The innovative promotional strategies shall be adopted by
Walton to ensure that the brand is developing locally as
well as internationally. The advertising and secured
personal relations with the public led Walton capture most
of the domestic market. The information was broadcasted
using television, radio programmers, printed pamphlets
distributed to the customers, ads displayed at airports,
stations, billboards. The main focus was always on
sponsorship, customer responsibility and corporate
culture. The CSR activities were designed to meet the
financial needs of talented youth. This way the Walton
positioned itself in terms of brand image and goodwill.
CRM Customer Relationship Management of the Walton
company is strong and that can be assessed by
transportation services and the products that have been
installed, and to serve the financial needs. The customers
are at the top priority and the CRM is designed to handle

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large amounts of data and to facilitate communication
between various groups.

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Answer to Question 3
There are certain types of branding and communication strategies that can be
recommended for the Walton to create a goodwill and brand name in the target segment.
Walton had no financial strategy for promotion of products internationally but its basic plan
to cover the entire Europe was from its base through well-equipped designs and websites.
Therefore, a financial strategy shall be devised to ensure the availability of funds when a new
line of product is introduced or a department is reorganized or the expansion of a business is
required. The branding packaging and collateral designs shall be renovated and revamped to
attract more customers. After revamping it shall also be communicate dot the customers in an
effective manner so that they shall not get confused and possibly give the business ot other
company. The “failing to plan is planning to fail” is ideal in case of Walton also. For the
brand value the marketing objectives of the Walton should be SMART and descriptive.
Individual mails can also be sent to the users of the products to reach them directly. The
queries can be handled online via websites. For creating the consistent brand image following
questions shall be answered on the regular basis to know about the performance of the
company. Who is in the consumer target? Why should they believe us? Does the brand have
an organizing Big Idea? What are we are selling? What do we want the advertising to do? All
these questions will determine the right information and a clear picture as to why the brand
value and communication strategies are important form the point of view of the business. The
performance can be measured either monthly, quarterly, half yearly or annually.
The promotional campaigns were held to reach most of the customers in large at
once. The sponsored programs were conducted amongst which one was the Diplomatic Zone
on R-TV in which diplomats were incited to raise their questions and experiences. This
eventually led to building of relationship with clients, foreign institutions, and creating a trust
factor among the customers for the product. More of such campaigns shall be conducted

MARKET ANALYSIS 8
which will create a sense of belongingness with the customers directly. The Walton
strengthened its internalization process to acquire brand image. Walton applied the hybrid
theory which was a combination of cost as well as differentiation strategy. To create a unique
brand value it shall choose the products first and then apply the strategy equally. This will
provide a specific solution for individual line of products. These steps are necessary to
maintain the brand image against the competitors. To increase the market share and to deliver
the products in bulk, the policy of the brand image is required.
Case Study on Marketing Research Questions
Answer to Question 1.
The procedure or set of procedures that makes a linkage between the makers, clients,
and end clients through data to the advertiser can be called as Marketing Research. It
identifies the market opportunities and problems and evaluates the marketing actions,
monitors the performance against the competitors and improves the understanding of the
processes. It is the orderly assembling, recording, and examination of subjective and
quantitative information about issues related with promoting items and administrations. The
objective of promoting research is to distinguish and survey how the components change. The
tasks which are associated with the marketing research can be discussed in the detail below.
 Investigating market activity: The first task of the Walton Company is to
investigate the market activities and other forces operating the market. An in
depth analysis of the market will give a clear picture as to what policies shall be
framed and which strategy to devise that will best fit with resources of the
company.
 The second task is to analyse the published data and statistics available on the
websites of the competitors to understand the operations of the industry and its

MARKET ANALYSIS 9
workings. The accuracy of the data shall be checked and to ensure whether the
statistics available are in accordance with the past years (Bailey & Burch, 2017).
Gather information on buyers, contenders and commercial centre and combine
data into significant things, reports and introductions is beneficial.
 Walton shall also focus on evaluating the past performance of a product or
service's sales to get an insight of what are the pros and cons of a product, which
product needs urgent attention and which can be developed potentially (Wirtz &
Lovelock, 2017). Understanding the business destinations and configuration
studies to find imminent clients' inclinations is one of the most critical tasks to
do. It is basically done to create a base for the company to understand the basic
requirements, the channels associated with the product.
 After evaluation of performances and understanding the benchmarks it is
important to assess the future trends. A proper planning is to be done to
determine the Walton’s mission and vision (Anderson, et al ,2018). The
company shall assess its market share and growth rate with respect to its current
level of performance and position.
 To acquire the genuine feedback about the services and products delivered to the
customers a commissioning survey can be conducted which will be helpful in
determining the loopholes if any. Where the room of improvement is available
for the company can be assessed through these surveys (Bertaux & Thompson,
2017). Which areas are technically sound and potential, which product needs
new packaging, what policies shall be devised to improve the existing coverage?
All these questions can be answered through the proper feedback from the
customers.

MARKET ANALYSIS 10
 Compile and dissect factual information utilizing current and conventional
strategies to gather it. Interpret information, figure reports and make suggestions.
Use online statistical surveys and databases. Perform legitimate and dependable
statistical surveying SWOT examination. Provide aggressive examination on
different organizations' market contributions, recognize showcase patterns,
valuing/plans of action, deals and strategies for activity Evaluate program
approach and key information to guarantee that information on the discharges
are exact and the edge of the discharge is right (Walton, 2017). Remain
completely educated on showcase patterns, different gatherings looks into and
actualize best practices are all the important tasks.
Market orientation is completely opposite to past marketing strategies and
product orientation where the core focus is on establishing sales value for
existing goods. Instead of making the customers like the sevices or products of
the company, with the help of the marketing orientation strategy the comapny
should tailor the products accoridng to the demands of the customers.
Answer to Question 2
One approach to classify the market research is through quantitative as well as
qualitative nature. Both subjective and quantitative strategies shall be assumed over
critical parts in item improvement. Quantitative research also provides certain
information, for example, size of advertisement, socioeconomic cultural and client’s
attraction which gives imperative data to businesses. (Dibb, 2017). Subjective research on
the other hand gives importance to plan an item of the business. This approach includes
information about client needs and requirements, conduct surveys and examples, and
utilize case studies belonging to past. Each of these methodologies has qualities and
shortcomings, and each can profit by our consolidating them with each other. Often

MARKET ANALYSIS 11
figures and numerical data showcase the position of the Walton in terms of the market
share (Brace, 2018). Often primary research quantitative data can be accessed through
different surveys. However it shall be ensured that the information shall not be biased and
a large pool of survey takers shall be available. The external factors also play an
important role in determining the market share of the company. The company has its own
strength and weaknesses which when compared with the approaches gives a true picture
of the position of the company with respect to its competitors. For example, mobile
surveys are exclusively used to capture quantitative data. This is likely to filter out people
who are not belonging to the panel, while the surveys which are conducted through
calling from landline phones is likely to segregate out the nearly two-thirds of households
that entirely or mostly using cell phones (Yeh, Jewell & Thomas, 2017).
Further, capturing the quantitative data is just only one side of the coin. To support it
against the risk and reliable business intelligence, it shall be communicated to the
members of the company. To use it as significant and dependable business insight, it must
be composed, broke down and conveyed to leaders (e.g. administrators, board individuals,
entrepreneurs, and so forth.). Most of the associations - and essentially all private
companies - don't have the assets, innovation or aptitude to do this in-house.
Quantitative research has the upside of looking over arbitrary examples and giving factual
information that can be immediately evaluated, at that point connected to a general, more
extensive gathering. Then again, unique quantitative research isn't generally persuaded
because of its higher cost. It can be troublesome or difficult to test past the underlying
surface and issues. Therefore, both the approaches the qualitative as well quantitative is
necessary to analyse the strength and weaknesses of the company.

MARKET ANALYSIS 12
Answer to Question 3
Marketing research plan for improving the brand image is a comprehensive plan that
outlines business efforts for the upcoming years. It describes business activities which are
involve in marketing objectives within a set frame. It can be categorised in the following
manner. Marketing Challenge: Challenges faced by the Walton company are as follows.
Competitors working in the same line of the industry can be one of the factors. Secondly
the insufficient funds, the motto to keep the quality of the products consistently high as
compared to the competitors (Bruwer & Li, 2017). Next challenge can be shifts in trends
and promotion policies, expectations of the customers, maintaining of the market share.
The objectives of the research can be The consistent competitors of the Walton needs
to be analysed, what policies they are forming, what trends they are following will give
an answer to the fact that where the Walton company is lacking (Hox, Moerbeek & van
de Schoot, 2017). Analysing the competitors will give an insight of what issues the
Walton wants to address. The objectives of the research are to gain and insight of the
financial statements of the company, brand awareness, consumer behaviour, buying
capacity of the individuals, product satisfaction and consumer feedback (Ottman, 2017).
The next objective can be, to search for new marketing opportunities, facilitating the
Walton to select suitable sales promotion methods, to get a rough estimation of the cost of
marketing of goods and services (Camilleri, 2018). The objective is to find out the
distribution channels which can transport the products at low cost.
The Walton company’s marketing research plan also involves the questions that need
to be answered to get an idea of the vision and mission of the company (Eyer, 2017).
What is the market share of the company? Who are the potential clients and customers?
What are the preferences and needs of these clients? What are the core competences

MARKET ANALYSIS 13
which shall be followed to be on the top of the list? What kind of policies and strategies
shall be devised to maintain the goodwill and brand value? What kind of logistics and
media channels is used to inform about the product to the customers?
A research methodology is a comprehensive plan for conducting the research. The
research can be of two variety which is qualitative as well as quantitative (Gupta, Briscoe
& Hambrick, 2017). Research methods include sample survey from the customers in a
form of written questions or through online portals. Seminars where participants can
present the research papers are also conducted. It also involves the participation of the
customers (Wen & Song, 2017). Exploratory and descriptive information about the
product can be gathered and questionnaires are also distributed (Gengler & Mulvey,
2017). Experiments to investigate the cause and effect relationship can also be performed
between the market factors and company’s strength and weaknesses.
Data collection techniques are utilised to collect the information. There are majorly
two types of the techniques to collect the data. It can be either Qualitative which includes
the Survey, Articles in the newspapers, magazines, interviews from the members and
employees of the Walton company (Fischer & Maggetti, 2017). The second can be of
quantitative nature. This involves the gaining of knowledge through bar charts, pie
graphs, and statistical data, past analysis, forecasts, and budgets (Wirtz, 2017).

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References
Anderson, D. R., et al (2018). An Introduction to Management Science: Quantitative
Approach. London: Cengage learning.
Bailey, J. S., & Burch, M. R. (2017). Research methods in applied behavior analysis.
California: Routledge.
Bertaux, D., & Thompson, P. (2017). Pathways to social class: A qualitative approach to
social mobility. California: Routledge.
Brace, I. (2018). Questionnaire design: How to plan, structure and write survey material for
effective market research. London: Kogan Page Publishers.
Bruwer, J., & Li, E. (2017). Domain-specific market segmentation using a latent class
mixture modelling approach and wine-related lifestyle (WRL) algorithm. European
Journal of Marketing, 51(10), 1552-1576.
Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. In Travel
Marketing, Tourism Economics and the Airline Product (pp. 69-83). Germany:
Springer.
Dibb, S. (2017). Changing Times for Social Marketing Segmentation. In Segmentation in
Social Marketing (pp. 41-59). Germany: Springer.
Eyer, M. (2017). U.S. Patent No. 9,723,360. Washington, DC: U.S. Patent and Trademark
Office.
Fischer, M., & Maggetti, M. (2017). Qualitative comparative analysis and the study of policy
processes. Journal of Comparative Policy Analysis: Research and Practice, 19(4),
345-361.