Conduct a competitive and marketing analysis of the organization to determine strengths and opportunities.
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Wal-Mart defines its' target market as one who "remains pressured about job security and personal finances" in mature markets, and by the growing middle class in emerging markets. In the United States, Wal-Mart targets lower middle class and poorer, but with the downturn of the economy, the company has been reaching out to the middle class as well. This is also a competitive strategy to challenge Target and reach additional customers. Wal-Mart aims to be a one-stop shop for customers in search of everyday low prices, according to Wal-Mart CEO Mike Duke (2011). Each week about one-third of the U.S. population visits a Wal-Mart (Zimmerman, 2010). Wal-Mart is truly a global business, with 26.1 percent of its business generated outside of the United States. Wal-Mart U.S. continues to contribute more sales, in dollars, than Wal-Mart International, however; the international segment was responsible for a 12 percent net sales increase. Wal-Mart operates more than 9826 units in 28 countries.
In the United States, Wal-Mart's market is blue collar and poorer, which is a market category that displays the largest percentage of increase in the United States. The factor most important to this category is price. Wal-Mart's category is driven by high volume. The holiday season represents 40% of the company's business and to help enlarge the concept of "low price leader" Wal-Mart guarantees shoppers the lowest ...
This solution is a competitive and marketing analysis of WalMart to determine the strengths and opportunities.It includes links and references.