Assignment:
The task is divided into two parts:
Wal-Mart Stores, Inc., doing business as Walmart, is an American multinational retailing corporation that operates as a chain of hypermarkets, discount department stores, and grocery stores. Walmart is one of the world's largest companies by revenue - approximately $480 billion according to the Fortune Global 500 list in 2016 - as well as one of the largest private employers in the world with 2.3 million employees.
Though, when Walmart looks ahead, there are some dark clouds on the horizon. Online retail is growing at a rapid pace; companies such as Amazon pose a very immediate threat. Moreover, Walmart customers cite low prices as the most important reason for shopping there. In the USA, for instance, the average U.S. Walmart customer's income is below the national average.
In order to counter these challenges, Walmart is contemplating the opening of a line of brick and mortar retail stores that will be premium in their positioning and target sections of the market with greater purchasing power.
As part of the marketing department of the multinational, you have been tasked with creating the report for senior management; it is now your task to analyse, evaluate and prepare an individual report (3500 words +/- 10%, (excluding Appendix and Reference List)) addressing the following issues...
Part 1:
• Using appropriate sources, undertake a full marketing audit (internal and external environments) to assess strengths, weaknesses, opportunities and threats to your organisation. Include details about the industry competitive position and market share of your competitors.
• Provide a critical evaluation of the organisation's competitive edge (USP). Demonstrate its effectiveness by providing value added to its customers and include other relevant market performance data to underpin your evaluation (e.g. growth, sales trends and/or profitability) of your competitors.
Part 2:
Elaborate on the proposed strategy to open of a line of brick and mortar retail stores that will be premium in their positioning and target sections of the market with greater purchasing power.
• Select target segment/s and set clear marketing objectives to increase brand awareness, market share, sales and/or profitability. Your marketing strategy should address these objectives with the application of the marketing mix to your organisation.
• These suggestions should be your own ideas but may include marketing tactics and strategies used by other successful organisations or companies.