Walmart Marketing Strategy

The primary goals for Business-to-Business marketing are to create value for consumers and build an effective business relationship with their customers. The best way to achieve those goals are through the processes of segmentation, targeting, differentiation, and positioning for competitive advantage.
The author of the textbook affirms, “In the marketplace, customers seek solutions, not technologies or products.” (Vitale 174). So how do we determine what the customers consider valuable or in this case, a solution? This is where the strategic market segmentation and targeting come into place. Since not every customer has the same perception of value, business marketers must determine, first, who are those potential customers and break them

After dividing their market into segments, they know exactly that their target customers are people who look for convenience and low prices. That is why they implemented a differentiation strategy through pricing. “Their famous “roll-back” pricing strategy is designed to constantly monitor competitor pricing and offer a lower price.” (Stand Out from the Crowd | Examples of Differentiation). Most people shop at Walmart because they have the perception that they have everything needed and at better prices than other stores. This differentiation strategy has positioned Walmart for competitive advantage and has demonstrated to contribute to the success of this organization.
Business marketers also look to communicate the value of their products and position their brand or products by using different techniques, such as advertising, articles in newspapers, magazines, and journals, presentations, product trials, and so on.
It is noticeable how all these processes together help business marketers to determine what the customers consider valuable, create solutions, and build effective business relationships with customers. If organizations succeed in offering better value than competitors, communicating the product differentiation, providing everything as promised, and surpassing customers’ expectations, they will easily obtain positioning for