Recession Marketing Plan for Wal-Mart and Target Marketing Plan by Nicky

Recession Marketing Plan for Wal-Mart and Target
A marketing plan for the retailers Wal-Mart and Target during a severe recession.
# 146915 | 1,848 words | 20 sources | APA | 2011 | US
Published on Jan 23, 2011 in Business (Companies) , Business (Marketing) , Economics (General)

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This paper presents a marketing plan for Wal-Mart and Target which is specifically oriented towards how these companies can sustain sales levels in the midst of an economic recession. Additionally, it attempts to find the potential to capitalize on how cost-conscious consumers have become since the downturn began. The paper states that the focus of a marketing campaign for both retailers should emphasize value. A graph is used to visually communicate this concept. Then, it describes broader concepts of an optimization strategy during a recession. It also looks at pricing strategies to be used during an economic downturn and how they should be communicated to customers. The paper further addresses how both companies have hired PR firms to help during this time. Finally, the paper explores distribution considerations during a severe recession. The paper concludes by emphasizing what it sees as critical execution strategies for both companies during a severe recession. This paper contains figures.


Marketing Plan Analysis
Retail Product Strategies for a Severe Recession
Pricing Analysis and Strategies in a Severe Recession
Promotional Strategies in a Severe Recession
Distribution Considerations in a Severe Recession

From the Paper:

"In devising a marketing plan for Target and Wal-Mart that has as its goal the ability to stabilize sales and potentially profit from the downturn by stressing the messages of price and value, it is imperative to realize that these strategies cannot exist only on their own. They will have immediate and significant effects on the collaborative planning and forecasting systems (CPFR) (Doiron, 2004) supply chains, fulfillment systems and distributed order management systems of each company as supplier forecasts will need to be modified to reflect the variations in demand that will occur based on the marketing strategies implemented. For any marketing strategy to be effective in a turbulent economic environment it must be integrated into the broader demand chain..."

Sample of Sources Used:

  • Jason M Carpenter, Marguerite Moore, Ann E Fairhurst. (2005). Consumer shopping value for retail brands. Journal of Fashion Marketing and Management, 9(1), 43-53. Retrieved March 23, 2009, from ABI/INFORM Global database. (Document ID: 833987621).
  • Mark Doiron. (2004). CPFR: Myths and Realities. International Commerce Review: ECR Journal, 4(1), 51-54. Retrieved March 26, 2009, from ABI/INFORM Global database. (Document ID: 1460619821)
  • Ken Favaro, Tim Romberger, David Meer. (2009, April). Five Rules for Retailing in a Recession. Harvard Business Review, 87(4), Retrieved March 27, 2009, from ABI/INFORM Global database. (Document ID: 1665990341).
  • Mya Frazier. (2006, February). Marketing in Bentonville: Now it's serious. Advertising Age, 77(7), 1,38. Retrieved March 21, 2009, from ABI/INFORM Global database. (Document ID: 988388651).
  • Hafedh Ibrahim, Faouzi Najjar. (2008). Assessing the effects of self-congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment. Marketing Intelligence & Planning, 26(2), 207-227. Retrieved March 26, 2009, from ABI/INFORM Global database. (Document ID: 1462824211).

Cite this Marketing Plan:

APA Format

Recession Marketing Plan for Wal-Mart and Target (2011, January 23) Retrieved January 28, 2022, from

MLA Format

"Recession Marketing Plan for Wal-Mart and Target" 23 January 2011. Web. 28 January. 2022. <>