TQM Practices and Customer Retention: A Walmart Business Project

This business project provides an overview of Walmart's business, its products, services, target market, and positioning strategies. It examines the impact of total quality management (TQM) practices on customer retention and satisfaction, utilizing a PESTLE analysis to evaluate the retail industry's environment. The research methodology focuses on secondary data to assess the effectiveness of TQM implementation. The report explores organizational, product/service, and financial feasibility, concluding that TQM positively influences customer satisfaction by providing quality products at reasonable costs. The study also covers Walmart's mission, vision, and objectives, offering recommendations for enhancing customer decision-making through improved TQM practices. Desklib offers a variety of resources for students, including similar solved assignments and past papers.

BUSINESS PROJECT

Executive Summary
The First Chapter of the business project has been summarized the research topic,
rationale of business opportunity, vision, mission, aims and objectives of the business project.
The first chapter has also summarized the structure of the business plan followed in this report.
In the chapter two the over view of the Walmart is taken into consideration where business
description, available products and services, targeted market, positioning strategy and available
opportunities are discussed. The company is having a good range of products and services and
also having good grasp due to value it is extending to its customers. Further It has been
summarised that the company is practising smart strategies in term of positioning and developing
itself in the market.
The third chapter evaluated the pastel analyses in order to determine or evaluation of the
retail industry. in context to that the report mentioned all the element that delivered the positive
and negative impact on the retail industry of the UK. due to the consideration of the pestle
analyse the retail industry can acquire more success in the domestic as well as international
marketplace. The fourth chapter of business project has been summarized that only secondary
sources have been used in order to collect the data on impact of total quality management
practices over the customer retention and satisfaction level. Further, the report has been also
summarized the organization feasibility, product/ service feasibility and financial feasibility of
the Walmart organization and its new projects. Further, chapter has summarized that the
customer satisfaction level easily gets improved if the company will implement total quality
management practices because customer wants quality products at reasonable cost.

Table of Contents.
Executive Summary.........................................................................................................................2
CHAPTER: 1 INTRODUCTION....................................................................................................5
The rationale of the business opportunity....................................................................................5
Scenario chosen...........................................................................................................................5
The Mission.................................................................................................................................6
The vision....................................................................................................................................6
The objectives..............................................................................................................................6
Structure of the business plan-sign posting.................................................................................6
Chapter2...........................................................................................................................................8
DESCRIPTION OF THE BUSINESS CONCEPT-....................................................................8
THE PRODUCT/SERVICE DESCRIPTION-............................................................................9
THE TARGET MARKET-..........................................................................................................9
POSITIONING STRATEGY-...................................................................................................10
VALUE ADDED-.....................................................................................................................11
WHO IS INVOLVED-..............................................................................................................11
THE WINDOW OF OPPORTUNITIES-..................................................................................12
CHAPTER SUMMARY-..........................................................................................................12
Chapter 3........................................................................................................................................13
INTRODUCTION.....................................................................................................................13
Pestle analysation......................................................................................................................13
CONCLUSION..........................................................................................................................15
CHAPTER 4: FEASIBILITY / METHODOLOGY......................................................................15
4.1 Introduction..........................................................................................................................15
4.2 Market research...................................................................................................................15
4.3 Market Analysis...................................................................................................................16
Theme 1: Understanding concept of total quality management................................................16
Theme 2: Total quality management practices uses by Walmart Inc........................................16
Theme 3: Impact of total quality management practices over customer retention and
satisfaction of Walmart Inc........................................................................................................17

Theme 4: Recommendation on total quality management practices that positively improve
customer decision making.........................................................................................................18
4.4 Product or Service feasibility...............................................................................................18
4.5 Organization feasibility.......................................................................................................20
4.6 Financial feasibility.............................................................................................................21
4.7 Chapter summary.................................................................................................................23
REFERENCES................................................................................................................................1

CHAPTER: 1 INTRODUCTION
The rationale of the business opportunity
The rationale behind choosing the topic is to analyse the impact of total quality
management practices because it will help to gain knowledge about the customer satisfaction.
This is important to provide good quality it helps to increase the productivity of the organization.
Also, it has been identified that customer is more focus on quality over the quantity that is why
this research will be helpful to identify different perception of customer regarding choosing this
topic. The success of the company is directly depend on customer retention because it is refers to
the ability of turn the customer into repeat buyers and also it will help to prevent them from
switching to competitor (Pandey, Dillip and Qhi, 2021). Further, researcher will analyse about
the whether the quality or quantity which is impacting more to customer in long-run. Customers
are considered as key pillars of organization so it is necessary to satisfy them in order to increase
the lifetime value of the customer by boosting the revenue. Scholars will use this research to
enhance the knowledge regarding total quality management. Also, they can analyse about the
technologies which can be improved quality of the product.
Scenario chosen
Walmart is one of the popular multinational retail corporation which operates long chain
of hypermarket in order to provide wide range of product such as meat and dairy products, fresh
produce, bakery and daily items, health and beauty aids and a pharmacy, household supplies etc.
Walmart is famous for global retailer there are more than 11000 stores and e-commerce sites and
headquartered is present in Arkansas, Bentonville. It has expanded the business in mores than 28
countries with different names also according to current eras it is considered as largest in the
world by revenue and also in the private employer with over 2 million employees worldwide
(Jackson, 2021.). Walmart sells more than 76 millions products also it is providing items grown
in order sourced from America and most of the product are sourced in our retail business in US
but the major market is Mexico were made, grown and assembled domestically. Walmart
provide the best quality of product but due to covid or technical issue customer claim about low
quality. The low quality impacted on customer retention and that is why competitors gets the
chance of attracting customer by providing substitute goods. So, it has been suggested that

company should improve the technology in order to provide high quality of products so that it
can satisfy customer in terms of quality.
The Mission
The mission of the company is to save money, so they can live better.
The vision
The visions of the Walmart is to be the destination for customer to save money, no matter
how they want to shop. This vision helps to provide better quality tos customer so that it helps to
retain the customer in order becoming to player in the industry.
The aim
The aim of the project is to analyse the impact of total quality management practices over
customer satisfaction and retention in the long run. A case study of Walmart Inc.
The objectives
 To develop understanding about the concept of total quality management.
 To identify different total quality management practices uses by Walmart
organization.
 To assess the impact of total quality management practices over customer
satisfaction and retention in the long run.
 To recommend the strategies pertaining total quality management that positively
impact customer decision-making.
Structure of the business plan-sign posting
Chapter-1 This is the first chapter of the research that is related to introduction which
includes rationale of business opportunity in order to complete the aim and objectives of the
company. The main aim is to analyse the impacts of total quality management practices so that
its wills helps for customer retention. Also, in the choosing scenario research studied on Walmart
that is one of the largest multinational stores of the world. Research also understanding the
concept of learning which is related to total quality management with the different practices of
Walmart.

Chapter-2 On the basis of chapter two the business concept study will describe the
concept of business in order to identify the target market (Schniederjans, 2018). Also, it will
include descriptions of product and services which are offered by Walmart and how it can be get
good position in the market by involving major factor that helps to gain the competitive
advantages and opportunity for the business in regards to grow. Then lastly this chapter will
conclude with the helps of summary of the section. Further, research will evaluate the different
strategies which can be get by company by improving the customer satisfaction.
Chapter-3 The third and most important chapter of the research which including
literature research that including previous research by considering secondary sources such as
articles, journal, books etc. For the present study the relevant sources will be used for pertaining
total quality management which is publishes after 2018 in regard to make research more
authentic. Also, by considering the research objectives, themes will be designed which assists to
meet the defined aim. Further, it will include the Pestles analysis or porter five sources ins orders
tos identify the feasibility of the industry (Ertem-Eray, 2020).
Chapter-4 This is the major chapter which is related to methodology by comprising
different market research and market analysis with the help of primary sources of data. The study
will include product feasibility in order to gain competitive advantages that it will help satisfy
the customer by analysing organizational feasibility. The financial feasibility of the company
will identify on the basis of revenue generated by Walmart.
Chapter-5 The fifth chapter is related to analysis of business models by including
strategic analysis for existing business in regard to SWOT, value chain analysis. Also, it helps to
identification of sources of competitive advantages by selecting strategy for success. It will also
develop relevant business model (Khanuja and Jain, 2021).
Chapter-6 The sixth chapter is evaluation of business plan in which there are
introduction will include the overview of the chapter which is depended on business plan
schedule that are related to raising capital in order to set key resource of requirement that helps
for successful in business operation. Further, study discussed success by analysing the failure
factor with the help of including chapter summary.

Chapter2
INTRODUCTION-
In the chapter the business description of Walmart Ltd will be discussed. Product or
services of the entity which are offered to its customers and the market which is targeted and
what is strategy for positioning is being practised by Walmart to make the position strong will
also be shared. Further what the entity is doing in attempt to add value to its product and services
and all those involved people and other entities who are having their greater impact on the
administrative and operative success of the organization. In the chapter for the company what are
those available bunch of opportunities available will also be considered.
The company is operating its business in more than 24 countries with around 10,500
stores and clubs under 48 banners (Alsharari, 2021) Company possesses great present in e-
commerce market too, having owns website as well, on which customers may directly place their
orders for buying essentials.
DESCRIPTION OF THE BUSINESS CONCEPT-
Walmart is a publicly traded family owned business, it was the largest grocery retailer till
2019 in USA (Lerner, 2018) It is engaged in retail and wholesale business, the company offers
various products and services at everyday low prices. For the purpose of serving with efficiency
it operates through Walmart U.S., Walmart International, and Sam's Club. Key activities are
buying and delivering goods, customer services, inventory control and distribution management.
Walmart operates a 'Different Omni Business Model” with three primary units as above
mentioned. It is globally engaged in retail selling, offers wide variety of merchandise at low
prices at its stores and also on e-commerce sites. The main segment of business concept is the
prime or salient strategy of Walmart, it abides Every Day Low Price model which is helping to
attract a huge amount of worldwide constellation of customers.

For more success and notching up higher presence the company also practices
collaboration plans, with the progress of time it has been seen for taking advantage of synergy
company has formed collaboration with many ingenious entities across the nations.
THE PRODUCT/SERVICE DESCRIPTION-
Walmart is having its vast approach in the market and being operated in many nations,
that's why the products and services are also disseminated in a broad range. It offers family
apparel, automotive products, health and beauty aids, home furnishings, electronics, hardware,
toys, sporting goods, lawn and garden items, pet supplies, jewellery, and housewares etc. With
the progress of time Walmart also inculcated wellness and entertainment related items as well.
Managing so many products lines as well with offering full scope of choice to customers too
(Colacicco, 2018)
The stores of Walmart presents augmentative services like buying and delivering goods,
easy and less pricey distribution of products, post selling services to address the issues of
customers. Walmart credit card, money transfer, gift cards, Monthly payment plan and so many
such financial services are also offered, Customized products like Cakes are also made available
by the organization. Couple of years back Walmart also started owns health care centres which
are now giving many services including consultancy which is also a big attraction for its
customers.
THE TARGET MARKET-
Due to vast accessibility Walmart has a well-diversified policy for targetting market. As
above seen a huge set of products and services are being presented by the entity which kicks off
need of such targetting policy. Walmart's target market is everyday customers who want to save
money on essential and non-essential items. Generally, people who buy something at Walmart
are looking for receive products or services on cheapest prices.

The retail giant places most of its targetting attention on younger consumers, referred to
as Millennials. They are younger and are ready to be loyal. As a study found the average
customer of Walmart is generally women who is married since such people are more likely to
purchase essentials which is the key part of its products. The markets are also targetting people
who look for cheap or relatively cheap products as they want to save money, and basically such
type of people are accounting bigger in almost all the markets where it is being operated so
targetting them is a relevant or a rational decision for Walmart (Smith and Crawford, 2019)
POSITIONING STRATEGY-
For such organizations who are operating multinationally it is a tough-nut positioning
their self in such markets. With this respect Walmart is practising “Low Price” and “Satisfied
Customer Service” policies (Barber, 2018) These strategies are helping it to attract such people
what don't want to spend blindly at any cost and are looking for cheap and good products. The
company always tries its best to satisfy the customers since having this belief that a satisfied
customer not only comes back and becomes loyal but also drives other to be the customers of his
company.
For better positioning Walmart ensure pleasant shopping experience to its customers so
as per porters' definition of strategy, Walmart offers both value and low price to customers.
Altogether it can be said Walmart is basically practising “Positioning based on Price” and
“Positioning based on quality”.
Further the organization is being operated in many nations so also adopted nation wise or
ethnocentric approach of positioning as well. Like in such nations where people are more likely
to purchase products with high quality so it is providing such opportunities to them. With the
needs of market, time and circumstances Walmart has shifted its positioning strategies so can
bring more efficient results.

VALUE ADDED-
For adding more value to its products and services the company is following policies like
Product Care Plans, Technological ease, Offering multiple brands, Post selling services are also
good in quality so customers feels more satisfactory and find it valuable.
Other policies like offering discount, free delivery, multiple options to the customers and
giving easy payment making options are also adding value to the company. For attracting new
customers or for retention purpose the company timely releases offers on different occasions.
it Like with the requirements of the market incorporated many products which are demanded by
specific set of customers like on demand cakes with utter customization so people may feel more
comfort with it such actions are adding more value to its customers (Elhindwan and Nobanee,
2020.)
WHO IS INVOLVED-
Walmart is a family owned business, as the company is controlled by the Walton family.
Sam Walton's heirs own over fifty percent of the Walmart both their holding company Walton
Enterprises and their individual holdings. There are other institutions like Walmart Labs, Amigo
Supermarkets, Sam's Club, Walmart Canada, Jet.Com. Bare Necessities, Hayneedle are also in
partnership with the company.
There are more than ten thousand stores of Walmart across the glob and with head offices
in many nations, which are being controlled by respective management. At present Doug
McMillon is serving as CEO of Walmart. Other key position holders are S. Robson Walton,
Marc E. Lore, C. Douglas McMillan, Walton Enterprises LLC, Walton Family Holdings Trust,
and Vanguard Group Inc. (Colacicco, 2018)

For running the operations more than two million people on different positions are
engaged with Walmart. In only USA more than one and half million people are serving the
company which is a great share in the market.
THE WINDOW OF OPPORTUNITIES-
After horrific heat of pandemics the market is offering good scope for such companies
with strong reformations they may grab more proportion of the market. By enhancing capacity
with digital advertisement Walmart may curb more share in the existing market. In the year 2020
it got over 135 billion US dollars (Smith and Crawford, 2019) by just digital marketing so may
go for further escalation in the same area.
Now people are more likely to purchase products by social media platforms so with this
regard Walmart is having opportunity to jump over and may surge its sales on such social
commerce platforms. Walmart is having its online platforms as well yet it is quite behind
Amazon in terms of its own third party marketplace. But after pandemics it is having good
opportunity to expands its online coverage and may also get bigger grasp in the market.
In the year 2019 Walmart opened its first Walmart Health Care clinic, which is providing
number of services including primary care, dental services, laboratory and counselling, X-rays,
audiology types of services. Yet these services are not approachable to all and after uproar of
health issues in pandemics people are more conscious for their health so here is a big window of
opportunity for Walmart, in relation to this the company may go for expansion and more
marketing efforts to bring high number of people toward (Carpio-Aguilar, 2019)
CHAPTER SUMMARY-
In the chapter above the business description of Walmart is summarized, along with it
other dimensions like product and service description, Target market of the company and
positioning strategies of the organization. Further what actions it is taking to add more value to
its customers and key participants who are involved in the business had been discussed. At the
end of chapter available opportunities before the company also seen.