Contents

• 1. Introduction……………………………………………………………………2
• 2. Marketing Concept & Orientation……………………………………………..3
• 3. Environment Scanning, Segmentation & Positioning………………………….5
• 4. Marketing Mix………………………………………………………………….8
• 5. Conclusion……………………………………………………………………..11
• 6. References……………………………………………………………………..12

Description

The report is a marketing management and analysis of one of the leading retail chain of stores known as Wal Mart. Coming to the purview, it is always curious to know and understand strategic stunt adopted by the competitors which makes them superior and financially viable in the market. In this report, Wal Mart has been the topic of discussion and various sections in the report analyzes the current position of Wal Mart. The first section of the paper deals with explaining concept of marketing and marketing orientation. To delve into the concept, this section further adds by explaining the marketing strategy adopted by the organization to be the number one retailer in the retail industry.
To gauge into the concept, the paper relates to the marketing trends and defines characteristics of target audience for this type of a market. The next section of the paper scans the external environment, analyzes the macro and micro factors which affect marketing decisions at Wal Mart. It also highlights on the concept of segmentation, targeting and positioning. Furthermore these concepts have been applied at a new product launched at Wal Mart to explain the utility and significance in a highly competitive business environment. The third and fourth section of the paper deals with marketing mix and extended marketing mix of service marketing which is crucial for a company’s success. The section briefs on the current strategies and defines innovative marketing plan to achieve higher degree of customer satisfaction and increased rate of customer retention.