SAMPLE EXCERPT:

The website offered by Wal-Mart is comprehensive, offering customers the convenience of online shopping and at home delivery, with even more product offerings that are available in the store.

The web site offers products ranging from electronics, furniture, pharmaceuticals, and tires to toys, and shipping fees are kept relatively low.

Wal-Mart's online strategy has been successful for many different reasons. Among the more obvious include the fact that Wal-Mart already had a well established customer based, established customer services and order fulfillment procedures, established marketing of merchandise through print media, brands and a well defined market niche for products.

Wal-Mart also offers a broad product assortment to customers that include ordinary and niche product offerings. Brands are clearly identified both online and via print materials and media marketing. The products offerings provided via Wal-Mart meet the needs of a broad range of consumers as well, which has certainly helped Wal-Mart stand out among other retailers in the industry.

Conclusions/Analysis

Wal-Mart's marketing strategy is oft considered one of the most successful, and has been adopted by many other retailers large and small. Part of Wal-Mart's mega success from a marketing perspective may be attributed to its marketing mix, which is diverse and utilizes a variety of marketing and advertising techniques. Wal-Mart has consistently targeted many different audiences, including those looking for brand name products, niche products, low prices and high quality goods. Customer service is also continually at the forefront of Wal-Mart's marketing strategy, with much of the marketing material geared toward emphasizing satisfying customer needs above all else.

Wal-Mart has recently entered the online marketing business very successfully as well. Part of Wal-Mart's online success may be attributed to its already well grounded marketing foundation in its retail stores. With a solid customer base already fashioned, it did not take much additional effort for Wal-Mart to enter the world of online marketing successfully.

Customers are afforded the convenience of shopping from home, and even more product differentiation is available online that is offered in stores. In addition shipping fees are kept to a minimum in order to encourage more customers from varying backgrounds to take advantage of Wal-Mart's niche product offerings.

Brand names at low prices. Quality products. Customer service first and foremost. These are all messages that are revealed through Wal-Mart's marketing campaign. The marketing strategy adopted by Wal-Mart is multi-faceted, which allows the corporation to meet the needs of many different target audiences rather than a few small portions of the population. This is part of the reason for the company's success. The company's reputation precedes itself, and its reputation as the world's largest retailer is a testament to the successful marketing campaign used by Wal-Mart over time.

References:

BizBrick. (2004). "Marketing Strategy." BizBrick Corporation. Available:

http://www.eretailnews.com/Features/0007marketingstrategy.htm

Hoovers, Inc. (2004). "Wal-Mart.com USA, LLC -- Fact Sheet." Hoover's Online USA.

Available: http://www.hoovers.com/wal-mart.com-usa,-llc/--ID__125250 -- /free-co-factsheet.xhtml

Trade Marketing. (2004). "Trade Marketing Solutions -- Wal Mart Insights." Trade

Marketing Solutions. Available: http://home.earthlink.net/~lewisdeseife/

Fishman, C. (2003 -- December). "The Wal-Mart You Don't Know." Fast Company,

77:68. Available: http://www.fastcompany.com/magazine/77/walmart.html

Fishman, Charles. "The Wal-Mart You Don't Know." P. 68

Trade Marketing Solutions. "Wal-Mart Insights."

Opt cit. Ibid.

Op. Cit. Ibid.

Hoover's, Inc. "Wal-Mart.com, USA LLC."

Op. Cit. Ibid, 2004.

BizBrick, 2004. "Marketing Strategy."