Marketing Plan for Wal-Mart

Essay by TheBard1College, Undergraduate December 2008

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Marketing Plan: Phase IV � PAGE \* MERGEFORMAT �3�

Marketing Plan: Phase IV - Wal-Mart

December 1, 2008

Marketing Plan: Phase IV - Wal-Mart

Organizational Overview

Wal-Mart has departed on an unprecedented journey of growth and prosperity since its inception in 1962 by Sam Walton. Wal-Mart Stores, Inc. has achieved the distinction of being the largest retailer in the world and based on assets and revenue, the largest company in the world. Wal-Mart has over 1 million people in its employ in the United States alone, at 3,400 stores. The worldwide total is approximately 1.4 million people in 10 countries, at 4,500 outlets globally, including the United States, Canada, Argentina, Puerto Rico, Mexico, Korea, China, Brazil and the U.K. (United Kingdom).

The first Wal-Mart store was opened in Rogers, Arkansas. Wal-Mart is traded publicly (WMT) at the New York Stock Exchange. Wal-Mart is headquartered in Bentonville, Arkansas (Walmart, 2008).

Overview - Mission Statement

Wal-Mart saves people money so they can live better. One of the key factors of success to any business is to satisfy the demands of the customer while making sure that product quality is maintained, at an agreeable cost to the consumer. Wal-Mart tirelessly works on this credo day in and day out, year after year.

Overview - Industry Analysis

Wal-Mart touts an extensive chain of discount stores that sell a wide variety of merchandise from electronics to music, food to clothes and patio and garden equipment to auto services. Wal-Mart has ownership of the Sam's Club chain of membership stores, as well. The main competitors for customers of Wal-Mart are rival discount chains such as Target Corporation, Costco and the Sears Holdings Corporation, or Kmart.

Overview - Organizational Goals

In addressing possible hurdles on the path to success in regard to implementing new...