Comprehensive Marketing Report: Walmart's SWOT, STP, and Marketing Mix

This report provides a comprehensive analysis of Walmart's marketing management, covering its strengths, weaknesses, opportunities, and threats (SWOT), segmentation, targeting, and positioning (STP), and the marketing mix (4Ps). The SWOT analysis identifies Walmart's brand recognition and global reach as strengths, while weaknesses include low profit margins and gender discrimination. Opportunities include expansion in developing countries and improvements in HR practices, while threats involve aggressive competition and technical issues. The STP analysis details Walmart's segmentation based on demographics, geography, behavior and psychographics, targeting of domestic and international consumers with affordable prices, and positioning as a low-price leader. The marketing mix section explores Walmart's wide range of products, competitive pricing strategy, extensive distribution network, and promotional activities. The report concludes with recommendations to enhance Walmart's marketing strategies, including improving quality standards, creating strategic alliances, and addressing technical issues on its website. This analysis aims to provide insights into Walmart's marketing approach and suggest improvements for future growth and competitiveness.

MARKETING
MANAGEMENT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
SWOT Analysis of Walmart........................................................................................................3
STP of Walmart...........................................................................................................................6
Marketing mix of Walmart..........................................................................................................7
Recommendations that helps to improve marketing strategy .....................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The concept of marketing management is set of activities of planning and implementing
the idea with setting of goals and objectives of the company. It focuses to control over marketing
factors which influences the overall operations of business. This process helps to understand the
competitive market scenario and makes position to stand among the rivalry (Krasyuk and et.al.,
2017). The marketing management contributes in economic development and provides various
career opportunities to new businesses. The fundamental objective of this to maximize business
profitability through maximize consumer satisfaction. This file is completed by taking the
organization Walmart which is American retail and wholesale business also operates chain of
hypermarkets. The company is known as a family owned business which is engages in both retail
and wholesale sector.(Walmart,2021). The company established at Rogers United States and it is
a chain of supermarkets and departmental stores. It provides retail goods, medicines, grocery
items and all essential goods.
The report will consist of four different parts. The first part consists of Walmart's
framework by considering its strengths, weaknesses, opportunities and threats which helps in
assessing new possibility. In part two the company's segmentation, targeting and positioning is
performed to make strategies and plans accordingly. Further the next part includes marketing
mix which is combination of tactics which helps the organizations to encourage its brand image
in the existing marketplace by considering product, price, place, promotion of the organization.
Apart from these it will include certain recommendations in order to enhance the marketing
strategies. This will also help in setting goals and objectives by effectively utilizing the market
techniques and methods.
MAIN BODY
SWOT Analysis of Walmart
It is a method of identifying and analysing inner capability and weak areas of the
company along with its outside chances for expansion and threats that affects business operation.
Swot analysis helps in developing business strategies for achievement of goals and objectives.
The main objective of performing swot analysis is helps in identifying factors that impact the
organizations functioning and provides useful information during the strategic planning process

(Namugenyi, Nimmagadda and Reiners, 2019). This method also helps in making powerful
decision regarding the business activities.
The internal and external analysis of company depicts about the competitive advantages
uses by company in order to be successful in retail business. The concern advantages can be
further utilized as assessing the implications of competitive marketers such as Amazon, Google,
Apple etc. In context to Walmart, this analysis provides overall insights of the inner and outside
factors which affects the company's planning for expansion in the overall industry. Subsequently,
outer environment and inner forces changes according to time or situation. The organizations
development and expansion is based on the ability to take advantage over the competitors
weakness of the product. The company can access as opportunity to expand its business by
garbing chances in the particular section of products and also be utilized to detect problems
earlier especially its e-commerce competitors (Phadermrod, Crowder and Wills, 2019). The Swot
framework is useful for analyzing the company's abilities and power in context to external
problems. By considering this the company can take major decisions in expanding in retail
markets in the underdeveloped nations. The Walmart internal factors are its (strengths and
weaknesses) which posses its ability for the future growth.
However, the organizations internal elements are (opportunities and threats) which
enables the business to survey the market by understanding the needs and wants of consumers.
The SWOT analysis of Walmart is detailed below:-
Strengths
 Brand Recognition
 Customers are loyal
 Removes small competitors away from
marketplace
 Reachable to all countries
 Economies of scale
Weaknesses
 Less profit margins
 Imitation
 Gender Discrimination
 Working Conditions
Opportunities
 Expansion in developing countries
 Improvement in quality standards
 Enhancing HR practices
Threats
 Aggressive Competition
 Small scale Online retailers
 Political and legal issues

 Create strategic alliances with other
companies
 Technical issues on the website
 Strengths – The Walmart has strong brand recognition by its customers, as it offers
variety of products. The customers are loyal towards the brand image which makes the
company stand unique and identifiable from other competitors (Vigna and et.al., 2018).
The Walmart has expanded globally along with other retailers which is highly impacted
by the recent trend in on-line shopping. The company has avoided extra costs in the
production process and has make efficient utilization of resources with minimum
wastage.
 Weaknesses - The company focuses on saving additional cost in the production process
which results in minimum profit margins. Walmart's business strategy can be easily
copied or imitated by other competitors (Dalton, 2019). As the company doesn't own any
unique competitive strategy over various competitors. The company recruiting process is
constructed with sexuality biasses in providing job opportunities. Male employees are
usually preferred for the working process whereas others are distinguished from the
promotion schemes and pay-scale. The company's stores has challenging working
conditions in which employees feel burden and sophisticated. The company's working
conditions is very rigid in which employees working full time have to work without
availing the off days and any sick leave .
 Opportunities – The company can grab many opportunities in the market be expanding its
business to the developing countries. The expansion in different countries will contribute
to its growth and development. The company can conduct the research to improve the
quality and prices of their goods which makes the customers more satisfied and loyal
towards the brand. ((He, Ding and Liu, 2021)). As many consumers are willing to pay
well for the right quality based goods. The organization has great opportunity to make
improvements and innovations in human resource practices because it is highly based on
its workforce. The Walmart can also merge or make partnerships with other global
retailers.
 Threats- The company is highly facing with the aggressive competition in the market
because many online business sites like Amazon are adopting marketing strategies to

capture the Walmart's customer. Another threat of Walmart is availability of many small-
scale online selling companies which offers similar products at similar prices on their
web sites. The company also threatens with political and legal affairs which hinders the
operations in various countries. The Walmart is struggling from the technical issues in the
slow processing of websites as many goods are eliminated from the list of viewers which
may distract the customers from making shopping goods online.
STP of Walmart
 Segmentation Market segmentation is the process used in business planning and
marketing. The process focuses on division of the consumers or markets according to the
similar features and characteristics. It may be the gender, income or interests etc.
Segmentation is based on various factors such as geographic, demographic, behavioural
etc (Dolnicar, Grün and Leisch, 2018). It allows the companies to understand the
customers needs and wants with concern of fulfilling them. The market segmentation
increases the competitiveness, brand loyalty, brand equity, customer retention,
communications.
In context to Walmart, it can use geographic approach to select a target market which
includes region and density. In demographic segmentation the company segments the market in
according to age, gender, life-cycle stage, income and occupation. The company will segments
its market according to behavioural such as degree of loyalty of customers, benefits sought ,
personality and user status. The Walmart will segment the market by Physiographic method with
concerning the social class and lifestyles of the people. Usually, the buying behaviours and the
potential abilities to buy goods and services differ from customers to customers. The variations
in commodities consumption and income of the consumers affects the buying behaviour of
consumers which directly impacts on company's sale. If consumers have low income than its
buying behaviour is less and the purchases would be less for the consumption. The company will
segment its market as the bases of gender in which male and females are targeted with
appropriate offerings of products.
 Targeting It is a marketing strategy which involves identification of specific markets or
persons for specific products. This involves segmenting the markets, by identifying
potential consumers of a business and expects to deliver commodities. Targeting helps

the companies to narrow down the marketing scope to a more manageable group of
buyers so that the business have a better quality of interaction (Rosyida and et.al., 2020).
This makes the company to influence and convince the targeted customer about their
products offering in the market. It will also leads in brand awareness and will result in
growth. In concern to Walmart, the company targets the markets of domestic and
international consumers by enabling the needs of urban and rural areas. The company is
continuously focusing on the offering of merchandise to consumers at very reasonable
and affordable prices in respect to increase in sales and maximizing the profits. The
effective targeting strategy proves the Walmart's customers of segments like small and
middle class people in the society to afford the good that ultimately proves to be effective
in saving consumers interest.
 Positioning It is the concept to set the brand image in the minds of the consumers with
the motive to make awareness about the new products and services with distinct features
from various competitors available. The company has position its products at appropriate
market place where the flow of consumer is high like online social sites or stores. This
makes the consumer to easily compare the other goods with company products and prices
(Rismawati, Wahyuni and Widodo, 2019). Positioning helps the company to stand out
unique from various competitors. The adequate brand position enables the company to
effectively and efficiently communicate and reach the targeted consumers.
The Walmart has formed the customer friendly prices that means offering products at low
prices which consumers can easily afford. If the prices of product is higher, than its competitors
will distract the customers to adopt other brands' product. Walmart primarily focuses to
maximize the sales rather than increasing in the price of the goods (Quezada and et.al., 2019).
The company's effective pricing strategy enables the consumer to bargain and acquire the goods
at most reasonable prices in the market. This also eliminates the new entrants or small local
competitors. However, the company has positioned itself as best organization offering products
at very minimum prices. By this low pricing strategy has wiped out small retailers in the market.
Marketing mix of Walmart
Marketing mix involves those activities that are needed to perform in order to make
products available for the customers. The marketing management team is accountable to perform

these functions. It contains 4Ps that are product, price, place and promotion. These 4Ps sets a
strong base for the company in selling their products. The functions of marketing mix creates an
urge in public for buying the product. (Al Badi, 2018). Walmart is a big retailer firm with the
large number of customer base. The firm is producing large number of goods in different range.
The firm has adopted the concept of marketing mix in order to attract large number of customers
and for sustaining their existing consumers. Here are the elements of Walmart's marketing mix:
1. Product- it refers to that substance which has gone through production process and comes
as a final product. Walmart is offering a large variety of products to their buyers and all
those products are listed in different departments. The major department of the firm are
clothing, furniture, jewellery, shoes, home appliances, music, books, pharmacy, crafts,
toys, electronic appliances, beauty products, food, health, video games, party supplies,
fitness products, auto-mobile products and personalized shop. The firm has wide variety
of range in terms of product and these goods are required in daily life. Therefore, the
large number of customers are attracted towards the product of the firm as they are
getting wide range under one roof.
2. Price- This refers to that value that has to be paid in order to buy something. The
company has adopted the low price strategy in order to gain the large number of
consumer share in the market. The pricing strategy is the central focus of the company.
The company offers discount policies to the customers. For example: buy one get one
free. The marketing management of the firm focuses on creating higher sales therefore
they kept their prices low. (Dadzie and et.al., 2017). The company believes in the concept
of gaining customer's attention in the favour of the firm by setting affordable prices.
3. Place- This P of marketing is accountable for making products available for the
customers. The firm has large number of stores across different countries. The
organization has various retail divisions. The stores of Walmart is providing 24 hours
service to its customers. Apart from this, the organization is using online platform for
providing the services to the customers. The company has its official app named Walmart
app. The firm has adapted dynamic and effective ways for distributing the products. This
results in creation of convenient ways in terms of shopping for the consumers.
4. Promotion- This involves those techniques which are performed in order to make
customers aware about the products and helps in gaining their attention. The firm is using

different forms for promoting their products and those are, making use of advertisement
on television and newspapers, maintaining good relation with the public by organizing
various social camps and the sales promotion techniques in terms of providing discounts
and buy one get one free offer. (Rahman and et.al., 2019). It has been found from various
studies that the company has the large budget for its promotional activities. The
customers are getting highly attracted towards the firm due to their promotional
strategies.
The Walmart's has successful applying the marketing mix which has help in brand positioning.
Considering all the elements of marketing mix influences its competitors like amazon. It makes
the business plan to builds its products for the end consumers. This process allows the business
to make profitable marketing decisions at every level of the distribution. The company operates
with certain promotion such as availability of discounts across all seasons. By proper
coordination of activities will promote to identify the needs and demands of the customers. The
e-commerce and retail enterprises needs to perform marketing mix in which the company
decides the prices and promotes its brand image and products in the market area.
Recommendations that helps to improve marketing strategy
The marketing strategy is the process that allows the company's to utilize resources
efficiently to increase sales and sustain in the competitive market (Micu and et.al., 2017). It is the
business planning in which the company targets and convince consumers to avail their products
and services.
From the above analysis there are certain recommendations are provided which helps the
Walmart in improving its marketing strategies:
 With the effectively pricing strategy the company can offer more new products to
existing and new consumers. Low pricing of products automatically generates the
demand in the market through which Walmart can take as opportunity to wider its scope
in varied range of products.
 The availability of various opportunities in developing countries, Walmart can globally
expand its products in the global retail market.
 The company should modify its employees working standards and quality's of its
products for better business execution (Olson and et.al., 2018). An impressive Human

Resource system will prevent the organization from misleading activities formulating in
the workplace.
 The company can encourage its sales and revenue by applying appropriate marketing
strategies which helps in capturing new consumers and markets.
 The company should focuses on environmental savings practices to make a optimistic
representation in the industry. The company can perform the corporate social
responsibility (CSR) activities which helps to boost up the brand awareness with large
consumers.
 The company can expand its product range with the development of more new innovative
goods. This will be beneficial to expand its stores in undeveloped areas which will
ultimately increases its sales. So the company should keep experimenting with new
marketing techniques.
 The company needs to upgrade the online website globally. It must focuses on solving
the technological problem which act as a barrier in the company's progress. The
improvement in advanced technologies will helps in easily assessing the opportunities in
the market with its distribution of network channels.
 In order to stay in the competitive market, the company needs to be accountable to its
customers. The company's growth is depends on customer's trust as the consumers can
easily drop the product if it leads to any failure in practices.
 The company can target more customers by modifying in its pricing strategies such as
Walmart can avail many offers to its regular consumers which will leads to increase in its
sales and revenue (Shahijan, Rezaei and Amin, 2018). The company can makes perfect
competition in the market by publishing its products and prices at own website with the
help of digital platform.
 The Walmart can introduce social media profiles which will connect large customers. By
posting regularly the business products will engage more customers in the operations.
CONCLUSION
The above report has been summarizes the concept of management in marketing
activities in which planning and implementation of strategies is done in order to achieve the

business objectives. This helps in construction of strategies and structure to improve profits and
ensure reduction in the costs. The business objectives involve increasing brand awareness,
boosting profits with the expansion of business opportunities. The Walmart's marketing
techniques has generates the efficient revenues by application of direct selling of products and
services to targetedmarket. The above report includes Walmart swot analysis which helps in
identification of business areas in which it can expand. The role of marketing management is to
perform the activity of converting the potential customers into actual customer. This is only
possible with consumer's satisfaction by understanding their needs and wants with effectively
delivering of goods and services. It has also described the segmentation of market, targeting the
customers and position the products in the competitive market with effective marketing
strategies. The marketing mix of Walmart is performed to enhance the components of
marketplace by P's which enables the perfect location of putting the commodity with
consideration of right time and affordable prices. At the end of the report certain
recommendations are provided to enhance company marketing strategies.

REFERENCES
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OnlineWalmart,2021. [Online]. Available through: <https://www.britannica.com/topic/Walmart>.