Marketing at Wal-Mart Known for Research Paper

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This strategy has led to Wal-Mart concentrating on a core 16% of its customer base, the price-value shopper, who generates a disproportionately high level of sales for the company. The generic strategy has solidified this market for the company.

The branding strategy that includes name designers and celebrities including Jaclyn Smith clothing is a branching out strategy that seeks to expand on the price leadership the company has created (Duff, 2009). This strategy is working only in a smaller audience of the total price value segment however.

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Wal-Mart dominates the retail industry given their exceptional skill in supply chain management and logistics. This ability is what propels them into being able to handle selling on price and value, which has attracted a core 16% of their customer base who relies on the retailer to help them makes end meet. The approach of using brands incrementally to brand out of this price/value strategy is not as effective as it could be however (White, 2010).

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What Wal-Mart needs to do is consider smaller, more segment-specific stores that vary retailing merchandise for a given demographic segment to ensure they stay relevant for the long-term in existing and new markets. Today the superstore concept in the U.S. is getting saturated by competitors. Wal-Mart needs to break out of that model of retailing and vary their retail lines in order to grow their business......

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