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This paper presents a strategic marketing audit of Wal-Mart Stores Inc., the world's largest retailing corporation. The audit report is divided into three main parts; the first part is an overview of the retail industry, the second section is a detailed analysis of the company's microenvironment, and the last part is an analysis of the company's macro-environment. In the analysis, appropriate theoretical frameworks and academic models from literature have been utilized to provide a critical underpinning of key concepts. The study reveals that Wal-Mart has developed immense competencies that have made it a prominent market leader. However, competition is an important issue in the retail industry. Marketing Audit: Case Study of Wal-Mart Introduction Wal-Mart is an American retail corporation operating chains of grocery stores, warehouses, hypermarkets and departmental stores. The company was founded in the 1960s in the United States (US) but has grown over the years to become the largest retailer and employer in the world (Bonacich and Khaleelah, 2006). Currently, Wal-Mart operates in 27 countries and is actively exploring opportunities to expand its business to new markets. At the beginning of 2016, Wal-Mart operated more than 11,500 stores under 60 different brands. Most of these stores are concentrated in the North American market. The company's mission objective is to help its customers to save money. It endeavors to achieve this mission objective by offering high-quality products at reduced prices. The sections that follow provide a detailed audit of Wal-Mart. Overview of the Global Retail Industry The global retail industry comprises of businesses and establishments
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