Wal-Mart is a large global retail company founded in 1962 that operates discount department and warehouse stores. It is headquartered in Bentonville, Arkansas and employs over 2 million people worldwide. Wal-Mart supercenters provide a wide range of goods and services under one roof for customer convenience, and many locations operate 24 hours a day. The company's management philosophy is to empower employees and provide training to support global success.
2.
. Wal-Mart is a large retail chain that operates
huge discount department stores and
warehouse stores throughout the world.
The company was founded in1962 by Sam
Walton
Wal-Mart Supercenter stores alleviate taking up
time for customers that have a large array of
things to get on their list besides groceries.
WHAT ABOUT WAL-MART?
3.
Wal-Mart's headquarters is located in
Bentonville, AR.
Currently ,Wal-Mart has a reportedly 2.2 million
employees across the world.
Many of the Wal-Mart supercenter locations are
opened 24 hours a day for the convenience of
the customer’s needs and demands
WAL-MART THE COMPANY
4. Wal-Mart Supercenter
include full- service
supermarkets, garden
center, pet shop,
pharmacies, and one-hour
photo processing lab,
portrait studio and much
more.
Many Wal-Mart Locations
include a great deal of
alcove shops, such as
cellular phone stores, hair
and nail salons, video
rental stores, local bank
branches and fast food
outlets.
WAL-MART'S GOODS AND
SERVICES
5. PictureMe! Portrait Studios
Wal-Mart Discount Stores
Wal-Mart Supercenters
Wal-Mart Realty
Supermarkets
Wal-Mart Money Center
Small Format Stores
WAL-MART'S SUBSIDIARIES
8. MANAGEMENT PHILOSOPHY
The management philosophy at Wal-Mart is to
choose good people and giving them
maximum authority and responsibility.
Wal-Mart provides formal programs to teach
their managers different leadership skills.
Managers help in the process of development
of other managers. This helps leaders to
collaborate better with other leaders around
the world.
These trainings provided will lead to high
performance, as well as global success.
9. MISSION STATEMENT
“We save money so people can live better”, this
slogan was created by Sam Walton, the
founder of Wal-Mart.
The company still stands by this quote to this
day.
The company still finds ways to reduce costs,
while the quality of the product remain high.
10. VISION STATEMENT
To promote ownership of Wal-Mart’s ethical
culture to all stakeholders globally.
Since the founding of Wal-Mart Stores, Inc., it
has always been a values based, ethically
directed company.
11. VALUES STATEMENT
The 3 Basic Beliefs are known as the values that
guide the decisions made by leaders.
These beliefs are:
-Respect for the individual
-Service to the customers
-Striving for excellence
13. Does Walmart really have to invest in marketing
strategies?
Yes, and no.
-Already strong name brand
-current philosophy
MARKETING PHILOSOPHY
14.
“See for yourself” Campaign
Shows savings comparison
Very competitive
Stirring controversy with competition
INNOVATIVE ADVERTISING
CAMPAIGNS
15.
Strong prominent brand in
United States
Current target markets
include:
TARGET MARKETS
Third biggest retailer in the
world
International markets (like
Brazil, China, etc.)
“Neighborhood Market”
store concept
More localized Walmart's
Expanding to college
campuses
16.
Expansion in both
international and local
markets
Own-label products
Online shopping
Lightening existing negative
publicity
FUTURE MARKETING
CONSIDERATIONS
17.
Wal-mart ranked # 1 in the fortune 500 in 2012
Sales increased 5.9% in fiscal year 2012
Wal-mart employs 2.2 million associates around
the world
1.3 million in the U.S. alone
WAL-MART FACTS
27.
Large, very profitable company
History of stability
Expanding world-wide
PROS OF INVESTING
28.
Future growth rate may be slowing and profits
may not be as large as aniticipated
Legal issues eat into company profits and
reputation
CONS OF INVESTING
29.
Low wages and employee benefits (i.e health
insurance)
discrimination against women
Legal violations of Clean Water Acts in several
states
Destroys small towns
ETHICAL ISSUES
As one of the top supermarket chains in the United States, Wal-Mart’s efforts to have a strong marketing strategy are slim. “It is the world’s largest retailer, third biggest public company, largest private employer and one of the most valuable companies in the world”. With such immense power, worldwide, Wal-Mart has little to no need to create a strong marketing strategy in pursue of higher profits. We can still note several marketing strategies that have been used in the past years to create brand consciousness and to keep the Wal-Mart name as a synonym of great savings and consumer convenience. Jurevicius, O. SWOT Analysis of Walmart. Strategic Management Insight. http://www.strategicmanagementinsight.com. May 17th, 2013.
The first and most important aspect of Wal-Mart’s strategy towards consumers is their store layout, which focuses on bringing everything to the shopper into one location. Wal-Mart can be known as a micro-mall. Each store usually contains a variety of departments including clothing, food, hardware, toys, tech centers, and even optometrists centers and jewelry isles. They also partner up with Subway and McDonalds to even bring an area for customers to eat while they shop. This convenience to consumers is what separates Wal-Mart from other supermarkets since it brings customers an extreme amount of variety. This giant quantity of products also works as a lever for Wal-Mart as they can afford to provide extremely low prices that most competitors cannot matchSo, Does Walmart really have to invest in Marketing Strategies? Yes, and noWalmart already carries a strong name brand, but they do need to invest in adverting campaigns that support and remind the public of the brand. They are also expecting to expand to different demographics, which will require a marketing strategy within itself.
The second aspect of Wal-Mart’s strategy is their latest “See for yourself” campaign reminding consumers of their low prices. This series of commercials has stirred controversy with competitors, who feel that most of the commercials are not accurate; But Wal-Mart stands behind their publicity and Quinn (Wal-Mart’s Chief Marketing Officer) says “It’s somebody’s real list. We don’t tell them what to buy. We take those groceries from the competitor and scan them across our scanner so there’s no doubt about … if it’s the same item” The advertisement series follow consumers doing their groceries and show them the amount of savings they have by choosing Wal-Mart. As mentioned below, it is no surprise that competitors are unable to fully compete with this company with offering the lowest prices. Hermanlyn, M. Walmart’s “See For Yourself” Campaign, a Lesson in Local. CBS Altitude Group. July 16, 2013http://www.cbsaltitudegroup.com
The third aspect of current Marketing strategy is a more international approach as Wal-Mart still finds its place through the international market. This a major opportunity for the company as they have recently considered to close some underperforming stores in international grounds and plan on opening and expanding in territories like India, China, Brazil and others. They still face several struggles like international permits and empowering the name brand Wal-Mart to countries that do not differentiate this as a strong supermarket destination. Our final marketing consideration is the company’s expansion into college campuses to reach the millennial consumer. Recently, Wal-Mart has expanded smaller locations into college campuses like Georgia Tech and Arizona State. These branches are smaller than a regular Wal-Mart store and are targeted towards the millennial consumer, which seems to be of great interest to the company right now. Durisin, M. Walmart has a New Strategy for Tapping into the Millennial Market. Business Insider. April 9, 2013. http://www.businessinsider.com
Wal-Mart can consider future marketing expansions in both International and local markets. These include own-label products, online shopping, and lightening the negative publicity that already surrounds the media.