The purpose of this assignment is to conduct research related to how a specific company utilizes information related to consumer behavior, product mix or service processes, and pricing to create...

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Presented By: Christopher Banks
Walmart’s Mission & Vision
The mission of Walmart is to save people’s money through low cost selling prices
The vision of Walmart is to be the destination for the customers to save money, no matter how they wants to shop
Marketing objectives of Walmart
Providing jobs and career advancement for the Walmart Associates
Fostering inclusion
Delivering retail opportunities across various sectors
Creating economic opportunities for retail suppliers
Enhancing sustainability in the business operations
Strengthening local communities
The marketing objectives of Walmart are as follows:
1. Providing jobs and career advancement for the Walmart Associates: It wants to offer job designs, wages and benefits, scheduling practices and job oriented training through Walmart Academy and Pathways
2. Fostering inclusion by engaging women employees, retaining experienced employees and incorporating people of color in Walmart.
3. Delivering retail opportunities across various sectors by building and enhancing the adoption of effective and innovative business opportunities through retail training and development.
4. Creating economic opportunities for retail suppliers through supporting investments in various small and medium sectors in United States and various other countries, supplier diversity and market access for the smaller producers in the emerging markets.
5. Enhancing sustainability in the business operations through usage of 100% renewable energy and zero waste in Walmart’s operations. Enhancement of the sustainability of the commodities like seafood, meats, paper, textiles etc.
6. Strengthening local communities through relieving hunger by charitable meal system, providing disaster relief helps, supporting the veterans by offering them jobs at the Sam’s club who have already worked in Walmart, local cash donations and in kind and customer cause campaign to alleviate hunger and fight disasters.
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Customer segments and Target Market
    Types of Segmentation    Segmentation Criteria    Target Market
    Geographic    Regional    Domestic & International
        Density    Urban and rural regions
    Demographic    Age    All age individual customers
        Gender    Males & Females
        Life Cycle stage    Bachelors, newly married, full nest, empty nest, solitary survivor
        Income    Middle and low income groups
        Occupation    Students, laborers, middle and floor level employees
    Behavioral    Degree of loyalty    Hard core loyalist & Switchers
        Personality    Cost conscious individuals
        User Status    Non, potential, first, ex & regular user
    Psychological    Social Class    Lower, middle and social class
        Lifestyle    Resigned, strugglers, mainstream
The customer segments of Walmart can be segregated into four different types of segments while further these can be subdivided into Target Markets.
The Segmentation can be based on geographic segment which can be based on regional which are basically the customers in USA who are the domestic customers and international customers who are the customers across other countries where Walmart is present.
Further it is divided as per the density which targets the urban and rural community of the domestic and international markets of Walmart.
The demographic segments can be based on age where all types of customers comes to visit Walmart and purchase products. The gender is generally males and females and the life cycle stage of the demographic are generally bachelors living singly, newly married couples with no children, full nest categorized into children under six, children above six and older married couples with dependent children. The empty nest care older couples living with no children at home and retired. Finally, solitary survivors in labour force and retired.
The income level of the demographics are middle and low income people whereas their occupations consists of students, labors, middle and floor level employees of various companies.
Further, it can be divided into behavioral segments like degree of loyalty which are hardcore loyalists who are the individuals who always purchase products from Walmart. The Switchers who purchases products from Walmart during their needs or during sales or discount.
Personality of the customers are basically cost consciousness. The users status are basically non-users, ex-users, regular, potential and first time users of products in Walmart.
Finally, the Walmart target market is segregated based on psychological pattern like social status lower, middle and middle income group while their lifestyles are generally resigned employees dong low income jobs, strugglers to get jobs or operate their small businesses and the mainstreamer who according to cross-cultural consumer characterization by Young & Rubican.

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Characteristics of target market
Low and middle income customers
Average age group is 46 years old
Convenience, lower price and bargain customers
The lowest average annual income $76000
Discounted products are liked by the customers
Old couples who are retired
The Walmart customers or the target market characteristics are as follows:
Most of the customers are low and middle income level customers who basically comes for purchase of groceries, clothes, other low priced goods from the retailing outlet. The high income customers rarely visits the Walmart stores. Sometimes the rich income people goes to purchase quality electronic products from Walmart.
The average age group of the customers shopping in Walmart is generally 46 years old. Most of the customers are white skinned customers. (Mary Hanbury, 2020; Business Insider)
The customers purchases from Walmart for convenience as it provides the benefits of one stop shopping at low and bargained prices compared to the market price.
The lowest average annual income coming to shop in Walmart is just at $76000. This is due to Walmart’s products available at cheap prices at unique quality.
There are various offers and discounts available in Walmart on its products and services. This happens during the Friday evening where the office returners visit the shops to purchase the products at discounted price and in bulk.
Walmart customer are also old retired couples who are either childless or their children have left them or their children are dependent on them. They are mostly middle or lowest of the middle income customers who livelihoods are dependent on the pension which they derive from the federal government.
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Differentiating company products and brands
Private label brands in Walmart – Equate, Mainstays, Ol’Roy, Special Kitty, Parent’s Choice, free Assembly
Other Brands in Walmart – World table, overpowered, ReliOn, Holiday time, Protégé and many more
Private label brands sold by Walmart are basically Equate which is basically a beauty product, Mainstays is a Walmart owned brand with low priced lines of bedding, kitchen utensils and home décor. Ol’Roy is a dog food and compares itself to Nestlé's Purina. Special Kitty is a Walmart store brand in cat food and cat care. Parent Care is also a Walmart product dealing with diapers, formula and accessories.
The other brands sold in Walmart other than its private labeled brands are: World Table which is a manufacturer of chips, salsa, pizza and cookies makes the products exclusively for...