MARKETING

MANAGEMENT

Assignment 1

Mirza Muhammad Hussain

Registration Number: 3631

Class ID: 9052

 WAL MART

Vision
Saving people money to help them live better.

Mission
Offer people the best quality merchandise at the lowest prices in all their
stores, from school supplies, to household items and top quality groceries.

Objective
Wal-mart is based on two main objectives that have guided the firm through
their growth years. The customer is featured in the first objective;
"Customers would be provided what they want, when they want it, all at a
value". Team spirit was emphasized in the second objective, "Treating
each other as we would hope to be treated acknowledging our total
dependency on our associate - partners to sustain our success".
 Strategies
Business Strategies

➢ Selling same good for fewer prices, charging 2-5% lower and still
earns profit.
➢ Wal-Mart wants operational efficiency to be very good.
➢ Logistics management should be effectively used.
➢ New areas of growth worldwide.
➢ Bargaining power over suppliers.
➢ Utilizing IT in all area of the business.
➢ Data used to “profile” each market.
➢ Predict demand, optimizes stock.

Marketing Strategies

Thinking globally, Serving locally

Wal-Mart international stores offer working families the things they need at
prices they can afford, and offer the customer service and convenience
they’re famous for. In each of their international markets, they use their
strength as a global company to meet the local needs of the customers,
and provide help to their communities.

Saving People Money so they can live better

Saving people money to help them live better was the goal Sam Walton
envisioned when he opened the doors to the first Wal-Mart. Today, more
than 40 years later with operations in 16 markets worldwide, Wal-Mart
continue to deliver that promise to families around the globe. It’s the focus
that underlies everything they do at Wal-Mart. And for the millions of
customers who shop at Wal-Mart stores and clubs around the world each
week, it means a lot.

The marketing strategy of Wal-Mart focuses around low price on daily

bases.

Marketing Mix

Even though Wal-Mart is the price leader, the store locations make people
feel convenient. This is really strong for Wal-Mart's marketing mix. Other
retailers try to compete with it by increasing the number of stores. But it still
cannot compare with "low price strategy."

Product - is everything basically. They have a wide variety of products; all

are what I call 'general use' meaning they sell items that any household
would need, from food to sporting goods.

Price - always low prices.

Placement - again - general merchandising and one-stop shopping is part

of their placement issues.

Promotion - TV and print ads.

Brands
Two main brands of Wal-Mart are

1. Sam’s Choice.
2. Great Value.

Other brands
Apparel
➢ Athletic Works.
➢ Faded Glory.
➢ Kid Connection.
➢ Life.
➢ Metro 7.
➢ No Boundaries.
➢ Puritan.
➢ Simply Basic.
➢ Lei.

Homelines
➢ Get It Together.
➢ HomeTrends.
➢ Mainstays.
➢ Canopy.

Hardlines
➢ Color Place.
➢ Durabrand.
➢ Equate.
➢ EverStart.
➢ Holiday Time.
➢ ilo.
➢ Kid Connection.
➢ Ol' Roy.
➢ Ozark Trail.
➢ ReliOn.
 ➢ Spring Valley.
➢ Special Kitty.
➢ SuperTech.

ASDA private Label

➢ George
➢ Smart Price
➢ Extra Special
➢ Pacific
➢ Onn
➢ Baier

SWOT Analysis

Strength

➢ Cost advantage
➢ Low price and customer oriented
➢ Focused strategy
➢ Strong supply chain management
➢ People are key to success

Weakness

➢ Ignore store decoration

➢ Wal-mart sell products across many sectors, it may not have the flexibility of
some of its more focused competitors
➢ Managing huge span of control

Opportunity

➢ Strong brand equity

➢ Put efforts on social welfare – better image
 ➢ New locations, and store types
➢ Oversees markets

Threats
➢ Other competitors
➢ Intense price competition

Key Success Factors (KSF)

The company’s “Low Price” image, backed by the strong integrated

marketing strategy is the key success factor of Wal-mart. People at Wal-
mart believe that, “saving money is a good news in any language.”

Sam Walton’s 10 commandments are still being followed by the

management of Wal-mart, and that is the key to their success. The 10
commandments are as follow:
1. Commit to your business
2. Share your profits with your associates, and treat them like your
partners
3. Energies your colleagues
4. Communicate everything you possibly can with your partners
5. Appreciate everything your associates do for the business
6. Celebrate your success
7. Listen to everyone in your company
8. Exceed your customers expectations
9. Control your expenses better than your competition.
10. Blaze your own path.