Establishing Marketing

Plan
Objectives
Strategies
Tactics
 Basis for the marketing plan of
Walmart

Walmarts Mission & Vision

Market analysis (Internal &External)
SWOT Analysis
 Walmarts Vision

To be the best retailer in the

hearts and minds of
consumers and employees
 Walmarts Mission

Saving people money so that

they can live better

Save money, Live better

 Market analysis (Marketing
Audit)
Marketing Mix
PESTLE Analysis
Porters Five Forces Analysis
 Marketing Mix
Product
- Multinational Retailer
- Every day to day use products available

Price
- Procures products across the globe in large
quantities
- Economies of Scale
- 15% low price than other retailers
- Always low prices & Everyday low prices
 Place
- 11000 retail units spread across 28 countries
- Brick and mortar & Brick and click formats
- 100,000 Sqaure feet

Promotion
- Product bundling
- Online gift facility
- Pricing strategies
- Grab it before its gone
Porters Five Forces Analysis

Strong Competitive Rivalry or Competition

- Large number of firms in the retail market
(Strong force)
- Large variety of retail firms (Strong Force)
- High aggresiveness of retail firms (Strong force)
 Weak Bargaining power of buyers
- Large population of buyers (Strong force)
- High diversity of buyers (Weak force)
- Small size of individual purchases (Weak
force)

Weak Bargaining power of Suppliers

- Large population of suppliers (Strong force)
- Tough competition amoung suppliers
(Weak force)
- High availabilty of supply (Weak force)
 Weak Threat of Substitutes
- Considerable Availability of Substitutes
(Moderate force)
- Low variety of substitutes (weak force)
- High cost of Substitutes (Weak force)

Strong Threat of New Entrants

- Low cost of doing business (Strong force)
- Moderate capital costs (Strong force)
- Moderate cost of brand development
(Moderate force)
 PESTEL Analysis
Political Factors
- Political support for globalization (Opportunity)
- Political pressure for higher wages (Threat)

Economic Factors
- Stability of major economies( Opportunities)
- Decreasing unemployment in United States
(Opportunity)
- Continues growth of developing countries
(Opportunity)
 Socio- Cultural Factors
- Healthy Lifestyle trend (Opportunity)
- Cultural Diversity trend (Opportunity)

Technological Factors
- Increasing Business automation
(Opportunity)
- Business analytics or big data
(Opportunity)
- Increasing online buying (Opprotunity)
 Environmental Factors
- Business Sustainability Trend
(Opportunity)
- Environmentally Friendly products trend
(Opportunity)

Legal Factors
- Food Safety Regulation (Opportunity)
- Employment Regulation (Opportunity)
- Tax law reform (Threat)