Wal-Mart Strategy

3356 Words Feb 3rd, 2006 14 Pages
Strategies

As determined by the IE Matrix, Wal-Mart fits into the category of grow and build strategies. Thus, the aforementioned strategies would fit Wal-Mart very well. All three of the strategies that we decided on are grow and build types. The three strategies that Wal-Mart would benefit most from are: market penetration, market development, and product development.

1. Market Penetration

The market penetration strategy is when a company is seeking to increase the market share for present products or services in present markets through greater marketing efforts. This is also an appropriate strategy for Wal-Mart to implement because they can take advantage of the bankruptcy of K-Mart. Through the increase of Wal-Mart 's
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This is also an appropriate strategy because of the increased competition that the retail/discount industry is facing. While Wal-Mart is at the top, they are increasingly seeing their competition move closer to dethroning their position.

The company 's culture already is receptive to this type of strategy. They have been expanding their reach in all facets of their business for years. This type of strategy allows for current employees to be promoted by relocating to new stores, have increased roles in the success of new locations, and be a part of a winning organization. Also, because of the societal influence that Wal-Mart has, they can improve the quality of life in the areas of expansion. This is a very important aspect of Wal-Mart as discussed with their scholarship and community donations.

The costs of this strategy are very high. Because this would involve constructing new buildings and organizing new distribution networks, Wal-Mart has to plan for this with the utmost attention to detail. This is not a very large problem for Wal-Mart, though, because they have the financing available to do just about anything. The typical store covers over 150,000 square feet, and requires a lot of planning before the construction begins. Everything has to be organized in a way that everything is in place and operating within the shortest amount
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