Wal Mart Marketing Strategy
...ores are found almost in every medium size city and up. Wal-Mart stores are stand alone stores, and are pretty much self-contained. In addition, Wal-Mart has now gone global. “The company employs 1.6 million associates worldwide through more than 3,600 facilities in the United States and more than 1,570 units in Mexico, Puerto Rico, Canada, Argentina, Brazil, China, Korea, Germany and the United Kingdom. More than 138 million customers per week visit Wal-Mart stores worldwide, “(www.walmart.com, 2005). It is having a major impact in the international marketing arena. The company currently has plans for further expansion in China and Mexico. Wal-Mart also owns a 37.8% interest in Seiyu, Ltd., a leading Japanese retailer. Wal-Mart’s dominance began in the early 90’s after massive growth all through the 80’s, where sales rose from $1.2 billion to $25.8 billion. Wal-Mart initially established and marketed its own brand, and then once that became successful, it set new standards for promotional marketing. The company’s winning system begins with consistent low prices (it’s motto, coined in the 80’s is “Everyday low prices – Everyday”) then follows that up with different promotional events which ensures the consumer remembers both the Wal-Mart Brand and the products this brand contains. "Wal-Mart helped reinvent the consumer promotion business by moving away from national promotions to more account-specific, equity-building initiatives customized to the store's specific needs," says Don Stuart, partner at consultancy Cannondale Associates, Wilton, CT. "Trade promotion spending is down, and account-specific spending is up. Wal-Mart drove that trend." (www.promomagizine.com, 2005). Wal-Mart has so rev...