.

INTRODUCTION
What started small, with a single discount store and the simple idea of selling more for less,
has grown over the last 50 years into the largest retailer in the world. Each week, over 275
million customers and members visit walmart more than 11,300 stores under 58 banners in
27 countries and eCommerce websites. With fiscal year 2019 revenue of $514.4 billion,
Walmart employs over 2.2 million associates worldwide. Walmart continues to be a leader in
sustainability, corporate philanthropy and employment opportunity. It’s all part of walmart
unwavering commitment to creating opportunities and bringing value to customers and
communities around the world

HISTORY OF WALMART

Walmart Inc.  formerly Wal-Mart Stores, Inc. is an American multinational retail

corporation that operates a chain of hypermarkets, discount department stores, and grocery
stores, headquartered in Bentonville, Arkansas The company was founded by Sam Walton in
1962 and incorporated on October 31, 1969. It also owns and operates Sam's Club retail
warehouses. As of October 31, 2019, Walmart has 11,438 stores and clubs in 27 countries,
operating under 55 different names. The company operates under the name Walmart in the
United States and Canada, as Walmart de México y Centroamérica in Mexico and Central
America, as Asda in the United Kingdom, as the Seiyu Group in Japan, and as Best Price in
India. It has wholly owned operations in Argentina, Chile, Canada, and South Africa. Since
August 2018, Walmart only holds a minority stake in Walmart Brasil, which was renamed
Grupo Big in August 2019, with 20 percent of the company's shares, and private equity
firm Advent International holding 80 percent ownership of the company.
Walmart is the world's largest company by revenue, with US$514.405 billion, according to
the Fortune Global 500 list in 2019. It is also the largest private employer in the world with
2.2 million employees. It is a publicly traded family-owned business, as the company is
controlled by the Walton family. Sam Walton's heirs own over 50 percent of Walmart
through their holding company Walton Enterprises and through their individual holdings.
Walmart was the largest U.S. grocery retailer in 2019, and 65 percent of Walmart's US$
510.329 billion sales came from U.S. operations.

Walmart's investments outside the U.S. have seen mixed results. Its operations and
subsidiaries in Canada, the United Kingdom, Central America, South America and China are
highly successful, whereas its ventures failed in Germany and South Korea.
 TIME LINE
1960s

Retail Revolution

Sam Walton's strategy is built on an unshakeable foundation: the lowest prices anytime,
anywhere.

1970s
Walmart Goes National

In the 1970s, a decade of incredible growth, "Mr. Sam" begins to take Walmart
national, providing his vision's widespread appeal.

1980s

Decade of Firsts

In the 1980s, the first Sam's Club opens, serving small businesses and individuals, and
the first Walmart Supercenter opens, combining a supermarket with general
merchandise.

1990s

America's Top Retailer

By 1990, Walmart is the nation's No. 1 retailer. As the Walmart Supercenter redefines
convenience and one-stop shopping, Everyday Low Prices goes international.

2000s

New Millennium

Walmart enters the new millennium dedicated to offering customers a seamless

shopping experience, whether they are online, in a store or on a mobile device.

2010s

People-Led and Tech-Empowered

Walmart commits to serving customers in a changing retail environment, leveraging

both associates and technology to make it happen.
Present

Leading the Future of Retail

Walmart continues to pave the way in retail innovation, benefiting customers and
associates alike by leveraging new technology and learning from its expanding family of
brands.

2019

John Furner named President and CEO of Walmart U.S.

WALMART BUSINESS
Walmart Neighborhood Market
Walmart Neighborhood Markets were designed in 1998 as a smaller-footprint option for
communities in need of a pharmacy, affordable groceries and merchandise. Each one is
approximately 38,000 square feet and employs up to 95 associates. Walmart Neighborhood
Markets offer fresh produce, meat and dairy products, bakery and deli items, household
supplies, health and beauty aids and a pharmacy.

Walmart Discount Store

Since Sam Walton opened his first discount store in Rogers, Ark., in 1962, we've built
hundreds across the U.S. Smaller than a Supercenter, discount stores employ about 200
associates and offer electronics, apparel, toys, home furnishings, health and beauty aids,
hardware and more in about 106,000 square feet of open, brightly lit space.

Walmart Supercenter
Walmart began building Supercenters in 1988 and are around 182,000 square feet employing
about 300 associates. Walmart Supercenters offer a one-stop shopping experience by
combining a grocery store with fresh produce, bakery, deli and dairy products
with electronics, apparel, toys and home furnishings. Most Supercenters are open 24 hours,
and may also include specialty shops such as banks, hair and nail salons, restaurants, or
vision centers.

WALMART BRANDS

Moosejaw
Moosejaw, founded in 1992, is a leading online active outdoor retailer with a large web
presence as well as 10 physical stores. Moosejaw carries more than 400 brands and offers an
extensive assortment of apparel and gear for activities such as climbing, hiking, camping,
snow sports, yoga, swimming and biking, among others. Moosejaw is headquartered in
Madison Heights, Michigan
Hayneedle
Hayneedle, founded in 2002, is a leading online home furnishings and decor retailer that
includes the world’s largest outdoor living selection. With over 3,000 brands, Hayneedle is a
go-to source for furniture, decor, exclusive designs and more for every space, style and
budget. Hayneedle is headquartered in Omaha, Nebraska.
Jet.com
Jet.com is an eCommerce company offering city consumers a curated assortment of local and
leading brands. Jet was acquired by Walmart in 2016 and is based in Hoboken, New Jersey
Art.com
Art.com is the largest online retailer in the art and wall décor category with two million
curated images, including a growing exclusive assortment. Founded in 1998, the retailer also
boasts best-in-class on-demand and customization capabilities. Art.com makes its home in
Emeryville, California.
ELOQUII
ELOQUII is a digitally native brand selling women’s apparel in sizes 14-28. Founded in 2011
as part of The Limited and re-launched online in 2014 as an independent direct to consumer
brand, this fashion-forward line is a source of delight for customers. ELOQUII is based in
Columbus, Ohio, as well as Long Island City, New York.

Bare Necessities
Bare Necessities is a leading online intimates retailer. Founded in 1998, the website offers
more than 100,000 SKUs from more than 160 brands, including an extensive assortment of
bras, swimwear, shapewear and sleepwear. Bare Necessities is headquartered in New Jersey.
Bonobos
Bonobos, founded in 2007, is one of the largest clothing brands ever built on the web
specializing in men’s clothing. Based in New York City, Bonobos operates a unique retail
model including 45 completely personalized retail stores, called Guideshops, coupled with an
engaging e-commerce platform. Known as the retailer with the perfect fit and customer
service ninjas that exceed expectations, Bonobos makes shopping painless, and maybe even
fun.
ModCloth
ModCloth, founded in 2002, is a fashion retailer beloved by millions of women for
pioneering inclusivity and body positivity in the U.S. fashion industry. As one of the top
specialty fashion sites with a strong social media presence and highly engaged community,
ModCloth also operates one physical store in Austin, Texas. ModCloth is headquartered in
San Francisco with additional offices in Los Angeles and Pittsburgh.
Shoes.com (formerly ShoeBuy)
Shoes.com, founded in 1999, is a leading online footwear, clothing and accessories retailer.
Shoes.com carries more than 800 brands and over 1 million items including footwear for
women, men and kids, as well as clothing and accessories, such as outerwear and handbags.
Shoes.com is headquartered in Boston.
 MACRO ENVIRONMENT OF WALMART
POLITICAL

Walmart considers political factors in the retail market, usually pertaining to government
policies. In the PESTEL/PESTLE analysis model, politically active interest groups are also
significant. The following are the political external factors in Walmart’s remote/macro
environment:

1. High stability of politics (opportunity)

2. Political support for globalization (opportunity)
3. Political pressure for higher wages (threat)

ECONOMIC

Walmart is under significant pressure from economic changes. Any such change directly
leads to changes in the company’s revenues. Based on the PESTEL/PESTLE analysis model,
the following are the economic external factors in Walmart’s remote/macro environment:

1. Stability of major economies (opportunity)

2. Continued growth of developing countries (opportunity)
3. Decreasing unemployment in the United States (opportunity)

All of these economic factors show that Walmart should exploit opportunities around the
world. Emphasis should be on the fast-growing economies of developing countries, which
have increasing demand for goods from retail firms like Walmart

SOCIAL /SOCIOCULTURAL

The social or sociocultural factors in the business environment of Walmart influence

consumer perception and preferences. In the PESTEL/PESTLE analysis model, the following
are the social or sociocultural external factors in Walmart’s remote/macro environment:

1. Healthy lifestyle trend (opportunity)

2. Cultural diversity trend (opportunity)
3. Urban migration (opportunity)

These social/sociocultural factors present opportunities for Walmart. The company can
increase its array of healthful products. Walmart can also increase the variety of its products
to satisfy various cultural preferences. Moreover, the company can adjust its strategies to
exploit increasing consumer demand in cities and surrounding areas.
 TECHNOLOGICAL

Walmart needs to address technological trends. In the context of the PESTEL/PESTLE

analysis model, technologies affect the retail industry’s competitive landscape. The following
are the technological external factors in Walmart’s remote/macro environment:

1. Increasing business automation (opportunity)

2. Business analytics or big data (opportunity)
3. Increasing mobile device usage among consumers (opportunity)

Walmart can increase its investment in all three factors. In exploiting the opportunity in
mobile device usage of customers, the company must boost its online presence. Online
marketing and online selling increase Walmart’s revenues.

ENVIRONMENTAL

The ecological or environmental factors significant in Walmart’s business pertain to

environmental conservation concerns. Environmental conservation is now a popular
principle. The following are the ecological external factors in Walmart’s remote/macro
environment in the PESTEL/PESTLE analysis model:

1. Business sustainability trend (opportunity)

2. Environmentally friendly products trend (opportunity)

To attain business sustainability, Walmart must improve operational efficiency.

Technological innovation helps improve efficiency in business. Improved policies and
standards on products sold at its retail stores can also strengthen Walmart in addressing these
ecological factors.

LEGAL

Walmart is subject to the requirements of laws and regulations. Based on the

PESTEL/PESTLE analysis model, these external factors usually impose limits on retail firms.
The following are the legal external factors in Walmart’s remote/macro environment:

1. Food safety regulations (opportunity)

2. Employment regulations (opportunity)
3. Tax law reform (threat)
MICRO ENVIRONMENT OF WALMART

SUPPLIER
Walmart suppliers help us meet the needs of hundreds of millions of customers each week
with responsibly produced products and services. Want to join the thousands of other
businesses around the world that proudly call themselves Walmart suppliers? he Standards
for Supplier  are Walmart Inc.’s fundamental expectations of its suppliers related to social
responsibility in all our markets.
The Global Compliance Guidance Tool is a resource which outlines Walmart’s compliance
requirements and expectations to help new and existing suppliers become or continue to be
compliant. After you answer a few questions, the tool will provide a summary of Walmart
Stores, Inc. compliance requirements and programs that align with your supplier status,
product and market. These include Responsible Sourcing, Food Safety, Health and Wellness,
Product Safety, Environmental Health & Safety, Global Supply Chain Security and Factory
Capability and Capacity Audits.
INVESTORS

Price, access, assortment & experience drive a customer’s choice of retailer. Historically,
Walmart led on price and assortment. Retail environments are more competitive today,
especially with e-commerce. To win, Walmart will lead on price, invest to differentiate on
access, be competitive on assortment & deliver a great experience.
Walmart is committed to making a difference on the issues that matter to customers and
shareholders in the environmental, social and governance (ESG) areas. ESG-focused
investors can find a wealth of information about the progress our company is making to
become a better Walmart every day.
DISTRIBUTORS
Walmart's 150+ distribution centers are hubs of activity for our business. Our distribution
operation is one of the largest in the world servicing stores, clubs and direct delivery to
customers. Walmart transportation has a fleet of 6,100 tractors, 61,000 trailers and more than
7,800 drivers.

 The distribution center network ships general merchandise, dry groceries, perishable
groceries, along with other specialty categories to our consumers daily.
 o There are 6 disaster distribution centers, strategically located across the
country and stocked to provide rapid response to struggling communities in
the event of a natural disaster.
o Each distribution center is more than 1 million square feet in size and employs
600+ personnel unloading and shipping over 200 trailers daily.
o Every distribution center supports 90 to 100 stores in a 150+ mile radius

CUSTOMERS
At Walmart, They aim to use our strengths and collaborate with others to transform the
systems on which we all rely, including advancing ambitious commitments and goals within
the priority areas of opportunity, sustainability and community. They believe that work in
these areas is not only beneficial for business bottom line, but also creates shared value for
customers and society.

THE PUBLIC
Walmart also have some responsibility to the public the news shown below is proves that
January 1, 2020
Walmart Associate Information Privacy Policy
Effective January 1, 2020

January 1, 2020
Walmart Applicant Privacy Policy
Effective January 1, 2020
December 13, 2019
Walmart Drivers Remember the Fallen and Honor U.S. Veterans with Wreaths Across
America

December 9, 2019Walmart’s Journey to More Sustainable Coffee

December 6, 2019
Laying Groundwork for Growth: Walmart Donating Land for New Green Space in
Bentonville

November 5, 2019
What is Walmart doing to prevent tobacco sales to minors?

November 5, 2019What is Walmart doing to promote a diverse workplace?

Meet the Working Mom Behind a New Lactation Suite Walmart is Testing

The Walmart Foundation Announces Two New Grants, Contributing Over

$10 Million in Funding to Benefit Over 81,000 Smallholder Farmers in India

International Justice Mission Announces Third Grant from Walmart.org to Combat

Trafficking in Thai Fishing Industry

Walmart, US Solar Announce Agreement for 36 Community Solar Gardens

COMPETITORS
The top 10 competitors in Walmart's competitive set are Amazon, Costco, Kroger,
Walgreens, Home Depot, Tesco, Carrefour, ALDI Einkauf, Target and Best Buy. Together
they have raised over 64.0M between their estimated 3.2M employees. Walmart has
2,200,000 employees and is ranked 1st among it's top 10 competitors.
MARKETING STRATEGY OF WALMART –
SEGMENTATION, TARGETING, POSITIONING
Segmentation strategy helps in understanding different sub-segments of customers and their
changing needs. Walmart uses psychographic and demographic segmentation strategies. It
understands the psyche of the consumer and knows that the consumer wants
everyday goods at the lower possible prices. Hence, Walmart introduced the strategy of
EDLP – Every day low prices.

Undifferentiated targeting strategy is used by the giant to capture the market globally.

Everyone is a propect for Walmart so it does not use differentiation to a major advantage.
The price of products is the major differentiator for Walmart. Low pricing strategy can be
used for the complete masses.

Positioning strategy plays an important role in company’s success. Walmart has positioned

itself as a company offering products at the lowest price. It uses Pricing advantage to be
sustainable in its business model. Due to its low price positioning, Walmart has destroyed
several smaller retailers over the decades of its operations.

Marketing Mix of Walmart

Product in the Marketing mix of Walmart

Walmart is a multinational retailer; in short it has every product or a brand which a person

could see in his day to day life. The broad range of product categories include movies, crafts,
gifts, college essentials, Electronic items, home appliance, jewellery, photo centre,  toys,
outdoor living, funeral, grocery, video games etc

Price in the Marketing mix of Walmart

Walmart business model doesn’t include manufacturing of any product; it

procures products across the globe in large quantities in order to enjoy benefits of economies
of scale. This makes price of Walmart to offer products at 15% lower price than other
retailers. Walmart uses different pricing concepts to get focus of the customers and compel
a purchasing behaviour through discount strategies.  Sam Walton coined the term “Always
lows prices” and “Everyday low prices”; according to this each product is offered at different
discount prices based on the time and demand of the hour. The consumer electronics are
offered at a very low price compared to other retailers.

Place in the Marketing mix of Walmart

Walmart has more than 10,020 retail units which is spread across 28 countries and operates
under 60 banners. It sells both by brick and mortar (traditional stores) and Brick and click (e-
commerce) formats. The average size of each Walmart store is more than a 1, 00,000 (1lac)
square feet.
Promotions in the Marketing mix of Walmart

Walmart has its own in-store promotional activities which includes sales promotionsthrough
product bundling and its pricing strategies. The online store of Walmart earns major revenues
from through customers placing online gifts. The pricing strategies adopted by Walmart like
“Everyday low prices”, “value of the day” increases the sales turnover. The online store uses
strategies to pull customer by attractive slogans like ‘Grab it before it’s done’ which pushes
customer to take a purchase decision immediately before the deals get expired.

SWOT analysis of Walmart

Strengths in the SWOT analysis of Walmart

1. The company has a core competence involving its use of

information technology to      support its international logistics system. For example, it
can see how individual productsare performing country-wide, store-by-store at a
glance.
2. A focused strategy is in place for human resource management
and development. Peopleare key to Wal-Mart’s business and it invests time and money
in training people, and retaining a developing them.
3. Wal-Mart has grown substantially over recent years, and has experienced global
expansion (for example its purchase of the United Kingdom based retailer ASDA).It
has also created a joint venture with bharti in India.

Weaknesses in the SWOT analysis of Walmart

1. Since Wal-Mart sell products across many sectors (such as clothing, food, or
stationary), it may not have the flexibility of some of its more focused competitors.
2. Like Wal-Mart is facing competition in North America with stores such as Kmart
and target. Several smaller retailers, primarily dollar stores, such as Family Dollar and
Dollar General, have been able to find a small niche market and compete successfully
against Wal-Mart for home consumer sales.
3. Wal-Mart is the World’s largest grocery retailer and control of its empire, despite its
IT advantages, could leave it weak in some areas due to the huge span of control.

Opportunities in the SWOT analysis of Walmart

1. To take over, merge with, or form strategic alliances with other global retailers,
focusing on specific markets. Example – bharti-walmart in India.
2. The stores are currently only trade in a relatively small number of countries.
Therefore there are tremendous opportunities for future business in expanding
consumer markets

Threats in the SWOT analysis of Walmart

1. Being number one means that you are the target of competition, locally and globally.
 2. Being a global retailer means that you are exposed to political problems in the
countries that you operate in

.Competitive advantage in the Marketing strategy of Walmart-

USP of Lowest price: Walmart has been known for its unique selling proposition of offering
goods at “Every day low prices” and the same prices are offered throughout the chains.
Products are competitively priced and Walmart bargains aggressively with the
manufacturers to pass on the benefits to the end customers. “Black Friday” is one of the
famous events of Walmart offering products at throw-away prices. It is one of the most
successful strategies of the company which is being copied by retail giants all across the
world.

Broad products assortments: Walmart deals in large assortments of goods and the broad
SKUs (stock keeping units) not only help the company in retaining its customers but it helps
them in playing over volumes for profit and for offering products at lowest price.

Operations: Managing such a huge retail chain is not easy and cannot be done without
operations management. As such, Walmart gives special attention to the way it operates so
that the consumer gets his products very fast and the shelves are filled at all times. Walmart
serves millions of customers each year and it has a solid supply chain and operations team to
manage the same.

Distribution strategy in the Marketing strategy of Walmart-

Walmart operates in 27 countries globally apart from the United States in categories such as
retail, wholesale & others. These categories individually operate in formats such as
Supermarkets, warehouse clubs, supercenters, hypermarkets cash and carry formats,
Speciality stores, Convenience stores etc.

Its Retail units are physical stores of size ranging from 4000-1,80,000 square feet,
Convenience stores are up to 2400 square feet whereas wholesale stores range from 35,000-
70,000 square feet in size. This proves that Walmart is the largest US retailer and is one of
the largest retailer overall in the world.

Competitive analysis in the Marketing strategy of Walmart-

It competes with local, national, global supermarket giants and pops & moms stores in
different formats of the retail stores. Companies like Tesco, Amazon, Carrefour, Metro
AG, Costco etc. are the major competitors of Walmart competing in one or more segments
globally.
Market analysis in the Marketing strategy of Walmart-
As the dynamic modern retail industry drives towards challenges and opportunities, it is
being affected by many factors such as migration of people, changing consumption pattern
due to changing lifestyle, emergence of e-commerce companies delivering anything and
everything at the doorstep, increasing bargaining power of customers as well as suppliers and
government regulation to protect the home grown competition in the industry.

Demography of customers in the Marketing strategy of Walmart 

Walmart customers are retail as well as wholesale customers. Retail customers are majorly

working class people in all age groups, people who are looking for value for money and daily
products at a low price all the time.

Customers of Walmart are middle & upper-income group who want best deals & discounts in
order to purchase the necessities.

CNSUMER BUYING DECISION PROCESS

1. Need or Problem Recognition

During need or problem recognition, the consumer recognizes a problem or need that could
be satisfied by a product or service in the market.

Problem Recognition is the first stage of the buyer decision process.

At this stage, the consumer recognizes a need or problem. The buyer feels a difference
between his or her actual state and some desired state
2. Information Search

Once the need is recognized, the consumer is aroused to seek more information and moves
into the information search stage.

The second stage of the purchasing process is searching for information.

After the recognition of needs, the consumers try to find goods for satisfying such needs.
They search for information about the goods they want.

Consumers can get information about goods from different sources

3. Evaluation of Alternatives

With the information in hand, the consumer proceeds to alternative evaluation, during which
the information is used to evaluate” brands in the choice set.

Evaluation of alternatives is the third stage of the buying process. Various points of
information collected from different sources are used in evaluating different alternatives and
their attractiveness

4. Purchase Decision

After the alternatives have been evaluated, consumers take the decision to purchase products
and services. They decide to buy the best brand.

But their decision is influenced by others’ attitude

5. Post-Purchase Evaluation

In the final stage of the buyer decision process, postpurchase behavior, the consumer takes
action based on satisfaction or dissatisfaction.

In this stage, the consumer determines if they are satisfied or dissatisfied with the purchasing
outcome. Here is where cognitive dissonance occurs, “Did I make the right decision.”

Consumers go through the 5 stages of the buyer decision process in taking the
decision to purchase any goods or services
EXAMPLE RESPECT WITH WALMART

1. Need or Problem Recognition

Winter is coming. Ammu has several light jackets, but she’ll need a heavy-duty winter coat
if she’s going to survive the snow and lower temperatures.

2. Information Search

Ammu searches “women’s winter coats” on Google to see what options are out there. When
she sees someone with a cute coat, she asks them where they bought it and what they think of
that brand.

3. Evaluation of Alternatives

She compares a few brands that she likes. She knows that she wants a brightly colored coat
that will complement the rest of her wardrobe, and though she would rather spend less
money, she also wants to find a coat made from sustainable materials.ie, she find out in
walmart .

4. Purchase Decision

Ammu finds a pink winter coat that’s on sale for 20% off in Walmart stores and she also
chooses walmart own brand ELOQUII After confirming that the brand uses sustainable
materials and asking friends for their feedback, she orders the coat from walmart online.

5. Post-Purchase Evaluation

After using eloquii coat ammu gave an excellent feedback and she also posted a comment
in walmart online .

CONSUMERS OF WALMART
Each week, over 275 million customers and members visit more than 11,300 stores under 58
banners in 27 countries and eCommerce websites. With fiscal year 2019 revenue of $514.4
billion, Walmart employs over 2.2 million associates worldwide. Walmart continues to be a
leader in sustainability, corporate philanthropy and employment opportunity. It’s all part of
Walmart unwavering commitment to creating opportunities and bringing value to customers
and communities around the world.
Customer services by walmart
MARKETING WALMART BIG BAZAAR PANTALOONS
ASPECTS

Selliing more for Value for money Most trusted

NEED less,creatin proportion for indian apparel retail
gopportunities and customers ,Every need brand ,most loved
bringing values to of family large format
customers and fashion retailers
communits around the
world
People of
PEOPLE Middle class ,upper Middle class family pantaloons basically
middle class ,high and youngsters also those who wants
income group students value for money in
other terms
78 indian cities with
TYPE 275 million Customers in more 7.5 million retail
consumers ,more than than 400 cities over space ,revenue of
11300 stores under 58 1500 stores cover over inr 2164 cr ,200
banners ,1 million 16 million feet retail licensed and
products and 800 space international
brands brands including24
in house exclusive
brands

PRICE Every Day Low Price Best products at the Best quality at
best prices reasonable prices

PLACE 27 countries and Throughout india , Throughout india ,

ecommerce websites in 120 cities in india 78 indian cities
10 countries

PROMOTION Use popular slogans TV ads,social media Discounts,Clear off

which connected to low and websites sales ,TV,print,
price ,TV ads,websites online etc.
and social media

COMPETITORS Amazon,Costco,Tesco,ho Dmart,More,fbb,star Allen solly,Max

medepot and Target bazaar and room story retail ,shopers
stop ,west side pro
and life style

PICTURE