Walmart Update 2011 Case Study

WAL-MART INTRODUCTION This case study will give an overview of Wal-Mart Inc. I will be summarizing the company’s marketing mix based on its pricing strategies, examining the company’s presence in domestic and international markets, its vision and execution of strategy that set its direction, and also its plans for growing and servicing its customer base. I will also be providing an overview of how Wal-Mart uses its marketing information resources to build their marketing decision support systems and customer relationship management environment. In addition, I will develop innovative and sustainable solutions to strategic marketing challenges the company may face. This paper will identify, describe, and thoroughly analyze the market segments Wal-Mart has chosen to compete in and support. Finally, I will show the significance of the concept of integrated marketing communications and its impact on marketing management, identify the elements of the promotion mix with the pros and cons of each element, show the connection of the concept of the communication process model to important issues in promotional strategy, describe the components of the marketing manager’s role in promotional strategy, and also explain the key concepts of advertising, sales promotion, and public relations as they pertain to marketing management. BACKGROUND Wal-Mart is an American publicly traded company and the world’s largest retail company. It offers a variety of general merchandise such as apparel, toys, electronics, small appliances, health and beauty products, fabrics, lawn and garden, crafts, jewelry, and household needs. In addition, Wal-Mart also has a pharmacy department, Tire and Lube Express, a Photo processing center, and a large grocery department. They are the largest grocery chain by sales and over half of their sales are generated through the sale of grocery items. By the end of fiscal 2

Wal-Mart Update 2011 Case Solution

In 2011, Wal-Mart was the largest company in the world, with $ 420 billion in sales and operations in 14 countries. However, she was searching for the right growth strategy moving forward. U.S. same-store sales declined for eight consecutive quarters, and Wal-Mart had become increasingly dependent on international sales. Meanwhile, intense competition came from different players, ranging from general discounters to dollar stores online shopping. What do Wal-Mart, as traditional markets and core competencies will not provide such an increase, which he used for decades in the past? "Hide
by David B. Yoffie, Renee Kim Source: Harvard Business School 10 pages. Publication Date: June 15, 2011. Prod. #: 711546-PDF-ENG

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