The company embarks on an innovative strategy to market its entire product line all over the world. All outlets are responsible for their own marketing strategies dependent on the area of operations and cultural of the societies where the chains are located.
However, the Wal-Mart brand name is retained during the marketing strategies, which, gives all the branches in the world an advantage while competing with other local retailers (walmartstores.com). Wal-Mart’s brand name is renowned and the customers all over the world can easily associate with it. Thus, the local chains enjoy easy marketing while using the company’s brand name at their localities (Hill & Jones, 2009, p.123). With this marketing strategy, the advertising costs of the company are usually minimal.
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