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Report on Walmart Market Strategy

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Submitted By rajsidak
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i) Name of the organization : Wal-Mart URL :www.walmart.com ii) wide variety of general merchandise which includes grocery items, cosmetics, clothing, pharmacy, toys, foot wears, furniture,etc iii)Wal-Mart’s target market includes families and individual with modest incomes.

Part b)
Strategies adopted by Wal-Mart
a) Generic Strategy – It is evident that the generic strategy adopted by Wal-Mart is Cost Leadership. The Wal-Mart mission is – We save people money so that they can live better.
Wal-Mart adopts very firm policy to keep costs low. It follows the Everyday Low Price Strategy (EDLP) in which It promises its customers to keep the low prices without the need to wait for sale price events and comparison shops. EDLP saves the time and money needed to mark down prices in stores during sale events and market these events and is believed to create shoppers loyalty.
It is a correct strategy wherein competitive market it has kept the low prices keeping in view its target market.
Part c) Porter’s five force analysis
1) Competition between rival companies:
* Currently there are three main competitors of Wal-Mart- Sears, K-Mart , Target
* Wal-Mart often has low cost advantage over its competitors.
* Wal-Mart has mature industry life cycle thus it gives tough competition to its competitors .
2) Bargaining power of buyers :
* The individual buyer has quite a minimal power when it comes to Wal-Mart.
* Consumer could shop at the competitors who offers fewer prices for the same goods, here convenience is lost as a convenience.
* Wal-Mart has a wide range of customers but its focus is on lower middle class who want the best quality at lower prices.
3) Bargaining power of suppliers:
* Wal-Mart has a wide market share wherein suppliers do not have much bargaining power because they may be threatened to switch to other suppliers.
*

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