Analyzing Walmart's Marketing: A Case Study of Adaptation and Growth

This case study examines the evolution of Walmart's marketing campaigns and taglines, from its initial focus on Every Day Low Prices (EDLP) to its adaptation to economic changes and evolving consumer demands. It evaluates the company's successful strategies, such as price rollback campaigns and social media integration, while also addressing the challenges of competition and brand image management. The analysis further explores Walmart's ability to thrive during economic downturns and its strategies for maintaining success during economic upswings, including its focus on local suppliers, energy-efficient programs, and adapting to changing consumer preferences. The case study highlights Walmart's flexible approach and innovative techniques, such as discount stores and neighborhood markets, as key factors in its ability to navigate a competitive market and changing economic conditions. The study concludes by emphasizing the strategic importance of Walmart's approach to adapt to the changing consumer mindset.

case study

Table of Contents
Question 1:.......................................................................................................................................1
Question 2:.......................................................................................................................................2
References........................................................................................................................................3

Question 1: Evaluate the evolution of Walmart’s marketing campaign and tagline over the years.
What does the company continue to do well? What are the pros and cons of its most recent
strategic marketing plan?
Answer: Walmart’s marketing campaign evolved according to macro environmental factors.
From the initial phase, starting by year 1962, the tagline “Always low price. Always”
complimented the marketing strategy of Every Day Low Price (EDLP). But, as the economy
turned, the competition rose and the demand of consumers modified, Walmart’s older marketing
campaign techniques of Word Of Mouth and Positive PR turned out to be insufficient. In order to
expand and attract consumers, the company launched Price roll back campaigns and $4 drug
campaigns as successful marketing drives. In order to stay ahead in competition and survive in
the times of recession, the company also modified its tagline to “Save money. Live better”
encouraging customers to buy products they need and not desire (Fadel, 2019).
The company continued to service the society by supporting the local farmers and through
donations. Also, it continued to serving customers better and with dedicated EDLP mechanisms.
The company modified its marketing approaches, reaching out to customers through various
marketing campaigns, like television advertisement, social media platforms and others. The
company managed to build consumer trust through feedback and positive PR campaigns as well.
The most recent strategic marketing plan includes the adaptation of internet technology and
social media platforms for campaigning. This facility has both pros and cons. Use of social
media platforms not only expands the consumer reach and allows deeper market penetration, but
also enables active consumer participation through feedback and loyalty programs (Moagar-
Poladian, et al., 2017). On the other hand, it is also very easy and convenient for competitors to
copy the strategies and break the unique promotional techniques. Also, the chances of consumers
speaking for negative experiences also comes under public lens and may disrupt the brand
image, if not addressed effectively.
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Question 2: Walmart performs very well when the economy turns sour. How can it protect itself
when the economy is on the rise? Explain.
Answer: Walmart performed very well and has been managing changes in difficult times. It has
been able to maintain its pace, especially during the times of economic fallouts and recessions,
serving low prices and suggesting consumer friendly products (Mann & Byun, 2017). Walmart
has strategized its mechanism to manage risks and mitigate the same. The strategies of involving
local supplier, producer and manufacturer in the supply chain have proved efficient to cope with
the sourness in economic scenarios. But with the rise in economic strength, a lot of associated
conditions change. When the overall national economy rises, it paves the path of development,
increases competition and reduces the environmental impact from political, legal and
technological circumstances. With the increase in the economic potential of people, growth rate
rises, demand in market catches up and the necessity of desirable products gets a boost.
For Walmart, scenarios like economic gains can also prove to be very advantageous. The
company has extensive approach in the local farmers and suppliers. The energy efficient
programs, environment friendly approaches towards selling and the adaptation of technological
evolutions can all contribute towards a better performance (Smith & Crawford, 2019). The
company has been very efficient to cope with difficult changes and have resources to address the
altering needs, like that of Project Impact or price roll back schemes, executed to address the
spacing issue of merchandise. This flexibility empowers Walmart to survive in competition.
Also, the innovative techniques of photo lab, ATMS, salons and other similar facilities in the
existing supercenter compound generates a specific customer centric performance that lures
customers to its doors.
Walmart has also predicted the changing consumer mindset and has adapted to the new needs.
The development of Discount Stores, Neighborhood Markets, and Sam’s Club warehouses has
been the new line of customer reach. This gives it a strong competitive edge to manage and
survive in economic scenarios and challenging environment.
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References
Fadel, S., 2019. Encyclopedia of major marketing strategies. In: Volume 4. s.l.:s.n., p. 500.
Mann, M. & Byun, S. E., 2017. To retrench or invest? Turnaround strategies during a
recessionary time. Journal of Business Research, Volume 80, pp. 24-34.
Moagar-Poladian, S., Dumitrescu, G. C. & Tanase, I. A., 2017. Retail e-Commerce (E-tail)-
evolution, characteristics and perspectives in China, the USA and Europe. Global Economic
Observer, 5(1), p. 167.
Smith, N. C. & Crawford, R. J., 2019. Walmart: love, earth (A). In: Managing Sustainable
Business. Dordrecht: Springer, pp. 243-267.
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