Marketing Strategies of Wal-Mart: A Business Expansion Report

This report offers an in-depth analysis of Wal-Mart's marketing strategies, business vision, and objectives, with a focus on its expansion plans, particularly within the Saudi Arabian market. The report begins with an introduction to Wal-Mart, outlining its multinational operations, global presence, and the scope of its supply chain network. It then details Wal-Mart's product and service offerings, including various store formats like supermarkets, hypermarkets, and digital platforms. The core of the report focuses on Wal-Mart's business statement, vision, and objectives, emphasizing its goals for international market growth. The report also discusses strategic elements such as market research and the competitive business environment. The report concludes with references to academic sources.

Running Head: Marketing
Wal_mart
Marketing

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a. Introduction of Wal-Mart
Wal-Mart is an American multinational corporation engaged in various activities such as
retail stores, hypermarkets, departmental stores, etc. headquartered in Bentonville, Arkansas. It
was founded in 1962 and it was first listed on the New York Exchange in 1972. Today, Wal-
Mart has set up more than 11, 695 stores and clubs in more than 28 countries. They have the
biggest supply chain network in the world. It is the largest company in their industry in terms of
revenues across the globe. According to Fortune Global 500 list 2016, today their revenues have
reached to the $480 billion and they are the only private employer across the globe with
approximately 2.3 billion employees (Holmes, 2011).
b. Product and type of services
Wal-Mart has supermarkets, departmental stores, hypermarkets, grocery stores, etc. in US
and in the other parts of the globe. In order to satisfy the needs of the consumers, they have also
launched their services on the digital platforms. Their supercentres are involved in satisfying the
consumer’s needs through providing them all types of grocery and necessary products of daily
routine. While through discount stores, they distribute electronic appliances, apparels, home
furnishings, health and beauty products, etc. And their neighbourhood stores were set up in order
to provide affordable grocery items, medicines, etc. Apart from this, they have acquired various
clubs across the globe which is mainly built to serve families and entrepreneurs (Teece, 2010).

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c. Business Statement
This is the crucial element of the business plan for setting up or for expanding the
business in the international market. In this scenario, Wal-Mart is planning to expand their
business in Kingdom of Saudi Arabia. This statement consists of various business goals and the
objectives and it also contains adequate techniques for attaining those goals and the objectives.
In this scenario, Wal-Mart is planning to expand their business in the kingdom of Saudi Arabia
for attaining its objectives in relation with the growth of the organization in the international
market.
d. Business Vision
Vision of the business states that its survival in the dynamic business environment with
the objective to attain its desire goals and the objectives in an adequate manner. Business vision
also consist the way to attain the targets developed with the purpose of attainment of the
objectives of the organization. Wal-Mart is known for distributing various types of products and
services in the domestic as well to the international market audience (Holmes, 2011). Wal-Mart
has developed certain visions such as sustainable growth in the Saudi Arabian market, adequate
returns over the investments made, long term survival in the competitive business environment,
etc. (Odenwald & Berg, 2014).
e. Business objective
Business objective is the desired destination for the organization to reach over there
within a certain period of time in order to develop an effective image in the global or domestic
business market. In this scenario, Wal-Mart’s primary objective is to expand their business in the
Saudi Arabian markets. For attaining this objective, they had developed and implemented

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various effective business strategies. Apart from this, Wal-Mart’s management team has also set
this objective by reviewing various aspects such as local market research, business environment
of the Saudi Arabian market, etc. (Hugos, 2011).
References
Holmes, T. J. (2011). The Diffusion of Wal‐Mart and Economies of
Density. Econometrica, 79(1), 253-302.
Hugos, M. H. (2011). Essentials of supply chain management (Vol. 62). John Wiley & Sons.
Odenwald, T., & Berg, C. (2014). A new perspective on enterprise resource management. MIT
Sloan Management Review, 56(1), 12.
Teece, D. J. (2010). Business models, business strategy and innovation. Long range
planning, 43(2), 172-194.