Marketing Strategy of Wal-Mart Retail Chain

Paper Summary:

This paper addresses the success of Wal-Mart's existing marketing strategies, in an effort to determine which areas could be improved and how the company can increase its future levels of success. The paper also presents and analyzes the company's marketing portfolio and, after a discussion of strategic marketing theory in relation to Wal-Mart, outlines the best choices for the company's strategic marketing plan.

Introduction
Wal-Mart's Existing Strategies
Marketing Portfolio
Strategic Marketing Theory in Relation to Wal-Mart
Conclusion

From the Paper:

"Wal-Mart's history is an example of innovation, leadership and success in a company. It began as a single store in Rogers, Arkansas in 1962 and has become the world's largest retailer (Slater, 2003). Wal-Mart is often looked to as the industry trendsetter. The company enjoys annual revenues of over $100 billion, 3,200 stores and nearly one million employees around the world."

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