Wal Mart Stores Inc

Wal Mart Stores Inc

Abstract

Explores the marketing strategies employed by Wal-Mart Corporation and their efforts to compete in the “new” economy.

Includes an assessment of Wal-Mart’s expressed and apparent positioning and value proposition based upon internal documents, public relations statements, web page and advertising.

Includes an assessment of Wal-Mart’s competitive position and strategy.

Includes an assessment of Wal-Mart’s marketing mix.

Introduction

The new economy, characterized by sophisticated technology, global communication and “knowledge as a commodity” demands a great deal from organizations that intend to remain competitive. Wal-Mart corporation does not just compete in their field, they dominate it.

Wal-Mart is the largest retail operation in the world today. According to the Wal-Mart corporate website at http://www.walmartstores.com, the company’s net sales totaled $191.329 billion for the fiscal year ending January 31, 2001. This makes Wal-Mart the fourth largest company in the United States of America. The size and consistent profit generation of Wal-Mart Corporation make it a logical choice for the study of marketing techniques employed by successful businesses.

Definitions

Marketing mix:

How much is spent and what percentage of marketing dollars go to advertising instead of other types of more highly targeted marketing communications. (Hill and Rifkin, 1999)

New Economy:

The way that business is conducted, characterized by a dozen or so themes: a) knowledge as a commodity b) digitalization c)virtuality d) molecularization e) networking f) disintermediation g)hyper media h) innovation i) customer as product designer j) immediate, k) global and l) discordant. (Tapscott, 1997)

Organizational Culture:

A common perception held by the organization’s members; a system of shared meaning. (Robbins, 2001)

Discussion

Method

To assess an organization’s marketing strategies we look at three separate aspects of its approach to reaching the public. First, an examination of the company’s expressed or apparent position and value proposition are studied. This is accomplished using various documents, including, but not limited to internal documents, public relations statements, web pages and advertising.

Next, a study of the company’s competitive position and strategy is conducted. This includes the dimensions of the...

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