Walmart Marketing Report: Factors Influencing Business Performance

This report provides a comprehensive marketing analysis of Walmart, examining both macro and micro environmental factors. The macro-environmental analysis utilizes the PESTEL framework, assessing political stability, economic growth, social trends, technological advancements, ecological sustainability, and legal regulations. It identifies opportunities and threats related to these factors, such as political support for globalization and the pressure for higher wages. The micro-environmental analysis focuses on Walmart's suppliers, customers, and competition, highlighting the importance of market research to understand customer expectations. The report suggests proactive approaches to address threats and enhance business performance, including improvements in HR management, technology investments, and quality standards. The analysis underscores the need for Walmart to adapt to changing market dynamics and leverage opportunities for global expansion. References from academic journals support the analysis.

Running Head: WALMART MARKETING
Walmart Marketing
Name of the Student
Name of the University
Author Note

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The selected organization is Walmart. The macro-environmental factors and the micro-
environmental factors are as follows:
Macro environmental factors
The political factors- The political factors
that can shape the macro-environment of
Walmart are the high stability of the politics
that is an opportunity. Also the political
support for the globalization that is also an
opportunity. The political pressure for the
higher wages is a threat. The macro-
environmental factors further show that the
company Walmart should properly address
the threat of the higher wages (Courtemanche
et al., 2018).This is a huge threat because of
the fact that is against the minimization of
cost that is essential in the cost leadership
generic strategy of Walmart.
The economic factors- Walmart is also under
significant pressure from changes based on
the economies. It is founded on the model of
Pestel analysis. The economic factors are the
stability of the major economies that is an
opportunity, there is the continued growth of
the developing countries that is also an
opportunity and the decreasing
unemployment in the Unites States which is
an opportunity too. All the economic actors
are display that Walmart must exploit the
opportunities all around the world.
Social- The social factors which might leave
impact are the Healthy lifestyle trend, the
cultural diversity and the urban migration. All
three are the opportunities.
Technological- The technological factors that
might be effective are the increasing business
automation, the business analytics or the big
data that are the opportunities. The
development of the mobile device usage is

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also one opportunity.
Ecological- The ecological factors which
might affect are the business sustainability
trend that is an opportunity and the
environmentally friendly trends that is an
opportunity too.
Legal- The food safety regulations might
appear as an opportunity so is the
employment regulation and the tax law
reform.
Micro environment:
The suppliers- The suppliers of Walmart are the National Product Suppliers, the local product
suppliers, the service and the non-resale suppliers with the direct import and the global suppliers.
There are more than 3000 suppliers for whom there are audit processes (Martínez, Galván &
Alam, 2017).
Customers- The customers are the retail, the wholesale, the government, the industrial and the
foreign.
Competition- The competition in the USA is with Kmart, ShopKo, Meijer, Target and others. In
Canada, it is with the Giant Tiger, Real Canadian Superstore and in Mexico, it is with Soriana.
It can be said that the company should conduct the market research such as the field
research or the surveys. In the survey research the company should select a respondent group
and circulate the forms either online or offline for gathering data that can be helpful in the future
improvement of Walmart (Tan et al., 2018, December).The close ended multiple choice
question will be helpful for understanding the expectations of the customers for future
implementation.

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After the market research, the firm should take some proactive approach for addressing
the threats in the coming days. It can improve on the practices of the HR management, boost up
the technology investments and enhance the standards of quality to expand the business
worldwide.

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Reference
Courtemanche, C., Carden, A., Zhou, X., & Ndirangu, M. (2018). Do Walmart supercenters
improve food security?. Applied Economic Perspectives and Policy, 41(2), 177-198.
Martínez, A. B., Galván, R. S., & Alam, S. (2017). Financial Analysis of Retail Business
Organization: A Case of Wal-Mart Stores, Inc. Nile Journal of Business and Economics,
3(5), 67-89.
Tan, B., Yan, J., Chen, S., & Liu, X. (2018, December). The Impact of Blockchain on Food
Supply Chain: The Case of Walmart. In International Conference on Smart Blockchain
(pp. 167-177). Springer, Cham.