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    Bus 5112 Portfolio Assignment Unit 1

    Uploaded by

    Sheu Abdulkadir Basharu
    This focuses on Marketing Strategy of Dangote Cement

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    © All Rights Reserved
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    Bus 5112 Portfolio Assignment Unit 1

    Uploaded by

    Sheu Abdulkadir Basharu
    43 views4 pages
    This focuses on Marketing Strategy of Dangote Cement

    Copyright

    © © All Rights Reserved

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    DOCX, PDF, TXT or read online from Scribd

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    This focuses on Marketing Strategy of Dangote Cement

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    43 views4 pages

    Bus 5112 Portfolio Assignment Unit 1

    Uploaded by

    Sheu Abdulkadir Basharu
    This focuses on Marketing Strategy of Dangote Cement

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Place (Distribution)

    Walmart uses the intensive distribution strategy or intensive distribution channel design. In this

    strategy, Walmart stores offer the same variety of goods, while the same employee roles and

    responsibilities apply to each store. In addition, the company continues to open new stores to

    reach more customers. Thus, the place/distribution element of Walmart’s marketing mix helps

    attract customers by making shopping convenient in terms of location.

    Prices and Pricing Strategy

    Walmart uses an everyday Low Price (EDLP)pricing strategy. In fact “Everyday Low Price”

    advertisements are frequently seen in Walmart stores. The objective of this pricing strategy is to

    attract large populations of customers. This strategy supports Walmart’s generic business

    strategy, which is cost leadership. The company has low costs and low prices. However, the

    large sales volume enables Walmart to generate profits. Thus, in the marketing mix, the pricing

    component is the main contributor to Walmart’s competitiveness.

    Promotion (Promotional Mix or Marketing Communications Mix).

    Walmart’s promotional mix is composed of advertisements, sales promotions, personal selling,

    and public relations. The company advertises in newspapers and on websites. Walmart uses sales

    promotions in the form of special deals and discounts. Personal selling happens at Walmart

    stores, where sales personnel persuade customers to try new products or package deals. In terms

    of public relations, the company uses press releases to inform customers and investors about

    policies, programs, and strategies. The firm also occasionally sponsors charity programs. Thus,

    the promotion component in Walmart’s marketing mix helps improve the company’s ability to

    attract customers to its stores and helps build brand recall.


    Market-oriented – Because they focus on the customer’s current and future needs and not the

    products they sell.2. Walmart’s new mission statement reflects the ideals of the company’s

    founder, Sam Walton. Strategic decisions in the business are a direct manifestation of this

    mission statement, which is synonymous to the company’s slogan, “Save money. Live better.”

    Based on this statement, it is clear that Walmart’s business strategies involve using price as a

    selling point to attract target consumers. The significance of such a selling point is exhibited in

    many of the company’s strategies. For example, Walmart Inc.’s marketing mix or 4P involves

    low prices as a strategy. Other areas of the company are determined by the need to minimize

    selling prices as a way to achieve competitiveness. Walmart fulfills the “save people money”

    component of the mission statement through its low selling prices. For example, consumers save

    money by spending less in buying goods from the company’s stores, compared to buying the

    same or similar goods from midscale and high-end stores. Elements of Walmart’s Marketing

    MixProduct. Walmart’s product is its retail service. In general, retail firms are service

    businesses. The company attracts customers by providing convenient and effective service. For

    example, Walmart’s sales personnel are trained to effectively assist shoppers in finding the goods

    they need. Convenience is achieved because the firm offers a wide array of goods in its stores.

    Most shoppers expect easy one-stop shopping at Walmart stores. The product component of the

    marketing mix affects Walmart by defining customer experience. The company’s sales personnel

    directly influence how customers feel when they enter the stores.

    Prices and Pricing Strategy

    Walmart uses an Everyday Low Price (EDLP) pricing strategy. In fact “EverydayLow Price”

    advertisements are frequently seen in Walmart stores. The objective of this pricing strategy is to

    attract large populations of customers. This strategy supports Walmart’s generic business
    strategy, which is cost leadership. The company has low costs and low prices. However, the

    large sales volume enables Walmart to generate profits. Thus, in the marketing mix, the pricing

    component is the main contributor to Walmart’s competitiveness. Promotion (Promotional Mix

    or Marketing Communications Mix). Walmart’s promotional mix is composed of

    advertisements, sales promotions, personal selling, andpublic relations. The company advertises

    on newspapers and websites. Walmart uses sales promotions in theform of special deals and

    discounts. Personal selling happens at Walmart stores, where salespersonnel persuade customers

    to try new products or package deals. In terms of public relations, the company uses press

    releases to inform customers and investors about policies,programs and strategies. The firm also

    occasionally sponsors charity programs. Thus, the promotion component in Walmart’s marketing

    mix helps improve the company’s ability to attract customers to its stores and helpsbuild brand

    recall.Place (Distribution). Walmart uses the intensive distribution strategy or intensive

    distribution channel design. In this strategy, Walmart stores offer the same variety of

    goods,while the same employee roles and responsibilities apply to each store. In addition, the

    company continues to open new stores to reach more customers. Thus, the place/distribution

    element of Walmart’s marketing mix helps attract customers by making shopping convenient in

    terms of location.Walmart’s marketing mix has proven effective in supporting the company’s

    success. However, there are still many locations where Walmart stores are absent or difficult to

    reach. This is especially true in the markets of developing countries. Therefore, based on

    thecharacteristics of its marketing mix, Walmart should improve on the place/distribution

    component. Specifically, the firm can enter new markets and penetrate current markets through

    foreign direct investments and joint ventures. In this way, the place/distribution element of
    Walmart’s marketing mix can provide stronger support for the company’s competitive advantage

    and continued success in the global market

    References

    Ferguson, E. (2019, February 13). Walmart's Mission Statement & Vision Statement, Generic &

    Intensive Strategies. Retrieved June 26, 2019, from http://panmore.com/walmart-vision-mission-

    statement-intensive-generic-strategies

    Ferguson, E. (2017, January 27). Walmart's Marketing Mix (4Ps) Analysis & Recommendations.

    Retrieved June 26, 2019, from http://panmore.com/walmart-marketing-mix-4ps-analysis-

    recommendation

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