WALMART

PRIYA MUKHERJEE 13RM932

Walmart

Founded by Sam Walton in1962

Walmart employs over 2.2 million people.

It is an American multinational retail corporation that runs chains of large discount department stores and warehouse stores.

It has 11,000 stores around the world.

It is the world's largest public corporation, according to the Fortune Global 500 list in 2014

The largest retailer in the world.

The first true Wal-Mart opened on July 2, 1962 in Rogers, Arkansas, called the Wal-Mart Discount City store.

Formats

WALMART SUPERCENTERS

WALMART DISCOUNT STORES

WALMART NEIGHBORHOOD MARKET

WALMART EXPRESS

WALMART ONLINE

Walmart Logo over the years

1962-1964

1964-1981

1968-19811981-1992

1992-2008

2008- Present

Meet Their Customers

PRICE VALUE SHOPPERS BRAND ASPIRATIONAL SHOPPERS

PRICE SENSITIVE AFFLUENT SHOPPERS

I want….Everyday NeedsAt…..Unbeatable PricesIn a Store with…..Easy, Convenient Shopping

I want….Brand I TrustAt…..Unbeatable PricesIn a Store with…..Easy, Convenient Shopping

I want….Quality ProductsAt…..Unbeatable PricesIn a Store with…..Easy, Convenient Shopping

Brand Identity

The Walmart Brand Identity is the complete alignment of What customers See, Hear, Read, Experience and Think about Walmart products and services

Unbeatable Prices

Easy Shopping

Quality Products

Financial Performance

Community Relations

Public Relations

Safety policies

Distribution Channel

Customer Service

Knowledgeable AssociatesCulture

Community Practices

Brand Positioning

For price sensitive customers Walmart is the retailer that helps them feel “Smart” and live better as it delivers unbeatable prices and is an easy and fast one stop shopping experience.

The earlier tagline of Walmart “ALWAYS LOW PRICE” & and the new tagline “SAVE MONEY. LIVE BETTER” very well compliments its brand positioning.

Strengths Wal-Mart is a powerful retail brand.

It has a reputation for value for money, convenience and a wide range of products all in one store.

Wal-Mart has grown substantially over recent years, and has experienced global expansion.

Weaknesses

• The corporate is huge but still has presence in 27 countries • Customers sometimes are curious about the quality of

products • The market share is low outside the US market• Supplies profit margin is very low 

Threats Being number one means that it is the target of

competition, locally and globally.

Being a global retailer means that it is exposed to political problems in the countries that they operate in.

Poor human relations

Opportunities New locations and store types offer Wal-Mart

opportunities to exploit market development.

Take over , merge with , or form alliances with global retailers focusing on specific market such as Europe or China

Opportunities exist for Wal-Mart to continue with its current strategy of large, supercenters.

CSR Initiatives

Renewable Energy: Building on the momentum of becoming the largest on-site green power generator in the U.S., they pledged to increase their supply of renewable energy globally by 600% by the end of 2020.

Associates: In addition to promoting about 190,000 U.S. associates in 2013, 51% of their new hires were women and 49% were people of color.

Fighting Hunger Together: Walmart and the Walmart Foundation delivered on their commitment of $2 billion in cash and in-kind giving to fight hunger in America.

Volunteerism: Collectively, their U.S. associates volunteered more than 1.8 million hours, resulting in $17 million in donations in support of local organizations in FY 2014.

Emergency preparedness: They collaborated with the United Nations Office for Disaster Risk Reduction.

References

www.Walmart.com

www.authorstream.com

www.forbes.com

www.cultbranding.com