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A presentation on Walmart as a giant in the retailing industry. This presentation evaluates the strengths and weaknesses of Walmart\'s marketing strategy and gives suggestions for improvement with regards to problems the organisation is facing. This was done as part of a graded assignment i have worked on for Marketing.
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Almost Unimaginably Big
Presented By:
Chew Shih HuiChew Min
Goh Qian Yi TriciaEsti Jenita
Chua Jia Hui Elise
Corporate Profile
• Market leader• Wide range products
• 8500 stores in 15 countries• Generate billions of sales yearly
Current Marketing Strategy
Practices local marketing at Store Level
• Practices Mass Marketing at Corporate Level
• Practices Local Marketing at Store Level
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Strengths
• Strong Brand Equity • International Growth • IT infrastructure
Weaknesses
• Competitive disadvantage
• Ageing image
Opportunities
• Expansion into global market• Demand increase• New market segments
• Ethical Issues• Trade war
Threats
PROBLEM 1:Wal-Mart’s Image
Ageing ImageEthical Image
Ageing Image
Presence of Competitors In the grocery retailing market
VS
RECOMMENDATIONS
Target profile: Katie• Generation group: Gen Y (14-30
years old)• Age: 25
• Marital status: Engaged
• Income/job: Fresh graduate, Accountant
• Attitudes: Savvy shopper, emphasizes on quality, willing to pay a bit more for better quality goods
• Technology knowledge: Technology literate
Marketing Mix: 4Ps
• Innovative• New and Specific
Channels• Clear Message• Youtube contest
Loyal Member
• Endorse Young professionals who also shop at Walmart!
Ethical Image
THREATWal-mart is constantly accused of being unethical in their
practices.
WHY SHOULD WAL-MART BOTHER?
Achieve Sustainabil
ity
RECOMMENDATIONS
Why Them?
What Can Walmart Do?
• Help with distribution of food supplies
• One-for-one Campaign
What Can Walmart Do?
What Can Walmart Do?
• ‘Wal-Mart Cares’ Day
How Does It Help Walmart?
Shows LT commitment towards CSR
Marketing Potential 1
Service Industry
New market
segments
Target Market
?
New market
segments
Target Market?
Movie
theatre
Industry !
Movie Theatre Industry
Profiling: Jane’s Family
• Age: 32• Occupation: Housewife• Family: Husband of 35
2 children• Lifestyle: Regular
shopper• Problem: Bored kids
Marketing Potential 2
Business-to-Business (B2B)
Wal-Mart as Suppliers
Current Situation
• Suppliers have B2B relationship with Wal-Mart.
• Wal-Mart mainly deals with B2C.
Wal-Mart’s Potential as Supplier
•Strong brand equity• International• Large network
•Experienced and strong in Supply Chain Management
• Large potential customer base.•Low cost Low prices, High volume
Wal-Mart’s Potential as Supplier
Possible Target
Markets:
•SMEs•New businesses•Restaurants•Schools•Others
Simple Example: OfficeTeam(UK)
•Supplier
•Retailer
CONCLUSION
In Closing:
•Recommendations are done in addition to Walmart’s current marketing strategies.
•Recommendations aim to strengthen and sustain Walmart’s position as market
leader.
•Everything is linked back to the value proposition of Walmart: ‘Save Money, Live
Better’
