Walmart Canada Marketing Strategy: Situational Analysis & Plan

This report provides a comprehensive marketing analysis of Walmart Canada, examining its background, market position, and key issues such as declining sales and customer service challenges. It outlines a methodology for addressing these problems, including the use of surveys and budget forecasting. The analysis incorporates tools like the Ansoff matrix and various marketing mix elements (new P's) to develop a strategic marketing plan. Recommendations focus on enhancing e-commerce presence, investing in technology, and adapting to changing customer lifestyles. The report also highlights the importance of leveraging core competencies and addressing supply chain issues to improve overall performance and customer satisfaction. The included Gantt chart and controls are helpful for project management. The report concludes with references and appendices answering key questions about the research.

Marketing Analysis
(Walmart Canada)

1. Background of the company:
 In this presentation, the market analysis of Walmart
Canada is done. It is a popular organization of online
electronics, video games and many more. It’s
headquarter is situated at Mississauga, Ontario. It is
found to be competing with different other sectors.
They have also been focusing on its Supercentres
that has been originating from various types of new
locations.

2. Identification of issues for
Walmart:
Various issues with Walmart are analyzed
hereafter.
 Reduction of sales:
Walmart has failed to maintain their oath
to be cheaper than others. This has hindered
their success (Delgado 2015).

Negligence in customer services:
 Walmart Canada’s customers have
been offered fewer prices in same
products from other competitors.
 Thus it shows that Walmart being the
leader, concerning low-price has failed
to win on prices.

3. Methodology to solve the
problems:
 To conduct the research a questionnaire or written
survey is used. This is conducted over email over
various employees of Walmart. It has allowed about
20% of the margin of errors on the outcomes of the
survey. It ensures that the questions have been
following a logical order. This has been evolving from
various common queries to a particular one.
Moreover, multiple choice questions are used for
reducing the amount of time for completing the
survey. Further, the survey is to be already tested on
10 to 12 individuals before releasing the questions for
wide use.

 Sample questions to be asked in the survey:
1. Are the products in place properly for Walmart
Canada?
 Yes
 No
2. Are the promotional strategies of Walmart Canada
effective since past 5 years?
 Yes
 No
3. Have the processes undertaken by Walmart Canada
smart enough to undertake their business
development process?
 Yes
 No

4. Budget:
 Forecast:
As part the decline seen from 25 trillion dollars to 13.3% from
2013, to 2018, a decline in e-commerce for Walmart Canada is shown
from the following graph.
2018 2019 2020 2021 2022
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Year
Budget
Decline
2018 13.30%
2019 10.50%
2020 8.80%
2021 6.20%
2022 5.40%

 Cash flow:
 Revenue of Walmart Canada’s stores.
Year
Revenue
retrived per
year
2012 $446,950
2013 $469,162
2014 $476,294
2015 $485,651
2016 $482,130
2017 $544,270
2018 $566,782 2012 2013 2014 2015 2016 2017 2018
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000

 Profit and Loss:
Profit on Tax of Walmart Canada on 2018:
Walmart's Discount stores
in 2018 $4,396
Super Centers 310
Domestic Total 5434
International -17
International as % of total
profit 0.30%

 Gantt Chart:
Task Name Duration Start Finish
Analyzing the products of Walmart
Canada 6 days Wed 10/24/18 Wed 10/31/18
Prices of their current products 4 days Thu 11/1/18 Tue 11/6/18
Determining the position of Walmart
Canada at current marketplace 5 days Wed 11/7/18 Tue 11/13/18
Finding how the organization has been
promoting their products 6 days Wed 11/14/18 Wed 11/21/18
Finding the situation of employees and
clients of Walmart in present
marketplace
8 days Thu 11/22/18 Mon 12/3/18
Identifying the places where Walmart
has successfully implemented their
strategies
7 days Tue 12/4/18 Wed 12/12/18
Determination of various processes
undertaken by Walmart 4 days Thu 12/13/18 Tue 12/18/18

 Controls:
The following controls must be used by Walmart. This would be
helpful to surpass their competitors.
Protecting price advantagesConnecting people to productsCulture commited to businessFocus people to operational effciencyFocussing on reducicng expensesTalent startegy driving results

5. Marketing Plan:
 Strategy based on – Ansoff:
 In the current case Ansoff matrix is used. This is to
provide the practical reactions in order to grow their
market and brand. Here the generic strategy is
used.
 Generic strategy:
 The main generic strategy that Walmart must use,
is to create sustainable and competitive benefits to
their cost leadership strategy.
 Walmart can keep their every prices low with the
economies of sale.