Walmart: Marketing Strategy in Sabah

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Course: Retail Management
Course Code:
Title: Wal-Mart: The Strategy Of Retail Marketing In Sabah
Name: Mohd Zul
Matric No: MP04093028
Date: 4th April 2013

Content
Chapter 1:
Background Of The Case Study/ Walmart Company............................................. 3 Chapter 2:
Answers For All The Questions............................................................................ 4 Succes point...................................................................................................... 4 Failure point...................................................................................................... 6 Wal-Mart: Introducing An Asian Promotion Strategy Keeping Sabah As Target Market ........................................................................................................................ 8 Marketing Mix.................................................................................................. 10 Wal-Mart’s Market Strategy: The List Of Products and Justification In Order To Succeed In Sabah Through Launching Promotion Strategy...................................13 Chapter 3:

Conclusion........................................................................................................15 Chapter 4:
Bibliography......................................................................................................16

Walmart Company: The Background Story

Wal-mart Stores Inc, branded a Walmart, is an American multinational retail corporation that runs chains of large discount department stores and warehouse stores. The company is the world’s third largest public corporation, according to the Fortune Global 500 list in 2012, the biggest private employer in the world with over two million employees, and is the largest retailer in the world. Wal-Mart remains a family-owned business, as the company is controlled by the Walton family, who own a 48 percent stake in Wal-Mart. Is also one of the world’s most valuable company.

The company was founded by Sam Walton in 1962, incorporated on October 31st, 1969, and publicly traded on the New York Stock Exchange in 1972. It is headquartered in Bentonville, Arkansas. Wal-Mart is also the largest grocery retailer in the United State. In 2009, it generated 51 percent of its US$258 billion sales in the U.S. from grocery business. It also owns and operates the Sam’s Club retail warehouse in North America.

Wal-Mart has 8500 stores in 15 countries, under 55 different names. The company operates under the Wal-Mart name in the United States, including the 50 states and Puerto Rico. It operates in Mexico as Walmex, in the United Kingdom as Asda, in Japan as Seiyu, and in India as Best Price. It has wholly owned operations I Argentina, Brazil, and Canada. Wal-Mart’s investments outside North America have had mixed results: its operate in the United Kingdom, South America, and China are highly successful, whereas ventures in Germany and South Korea were unsuccessful. Walmart: Promotional Success and Failure

Success point
Walmart customers give low prices as the most important reason for shopping there, reflecting the “Low prices, always” advertising slogan that Wal-Mart used from 1962 until 2006. The average US Wal-Mart customer’s income is below the national average, and analysts recently estimated that more than one-fifth of them lack a bank account, twice the national rate. A Wal-Mart financial report in 2006 also indicated that Wal-Mart customers are sensitive to higher utility costs and gas prices.

In 2006, Wal-Mart took steps to expand its US customer base, announcing a modification in its US stores from a “one-size-fits-all” merchandising strategy to one designed to “reflect each of six demographic groups – African-Americans, the affluent, empty-nesters, Hispanics, suburbanites and rural residents.’’ Around six months later, it unveiled a new slogan: “Saving people money so they can live better lives”. This reflects the three main...
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