International Marketing Management Business & Marketing Essay (Essay Sample)

International Marketing Management
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1. Executive Summary
Wal-Mart is the largest global based store in America having massive conglomerates and penetrating new international markets in other continents such as Saudi- Arabia, Asia and South Africa, Mexico, Canada and others. The company is one of the largest retail outlets internationally dealing in cheaper and quality goods and services for the satisfaction of their customers’ requirements. The company established after the World War II when the Americans relied on low expenditure while receiving excellent services. Wal-Mart stared the initiation of the low cost retail outlets in small towns in America but latter escalated to bigger cities and internationally. The corporation dominated the retail market in the United States expanding to the entire nation while penetrating international markets. The company is reputable and brand source of organization various goods and services making it recognizable locally and in international markets. The investment has a perfect business strategy that enables its massive expansion within marketing and business expansion locally and internationally. Wal-Mart organization incorporates various business elements such as the strategic development, innovative and competitive analysis, exploiting innovation and the organization’s response to change to promote its business operations internationally. The company applies the strategic development techniques to support its revenue goals to expand its customer performance. The expanding customer population within the organization increases business planning, growth and guidance for the company. Strategic development techniques of the company provide expert guidance to the value proposition of the company’s sales process and compensation plan. Application of strategic management within the Wal-Mart organization enables it to penetrate market within the industry by increasing the market share for its international growth against its rivals or the competitors in the industry. Development strategies enhance the organization diversification where Wal-Mart increases its sales and profits by selling new products in the new markets.
Keywords: Wal-Mart; Organization; Innovation; Expansion; Business; Industry; Competition.
International Marketing Management
2. Introduction
Wal-Mart international is a largest retail outlet in America with diverse expansions of conglomerates internationally. The organization is operating about 4,150 retail outlets internationally with dominant shops in various prominent cities in the world. The organization developed after the Second World War when the shopping perspective in America changed by people switching to discount system. Wal-Mart started a discount retail shops system producing lower priced goods and services while providing excellent products. The organization developed rapidly in the 1980 because if its diversification and the basic business principles of production of low priced high quality goods in its retail outlets. It started introducing its services in smaller towns within the United –States and later to bigger cities and internationally. Wal-Mart organization is one of the wealthiest and powerful establishments globally with its ability to open new markets in the overseas markets to initiate their retail outlet businesses while running the existing shops. The company is the second largest establishment in the world according to the Forbes report. The Wal-Mart management strategy include selling cheap and high quality goods such as the health and beauty kits, household requirements, electronics, toys, fabrics, crafts, pharmacy departments, jewelry and the shoes. The firm is having a wider customer advantage by keeping low prices using the electronic technology and warehousing. It is having unique business strategies enabling it to maintain the low price structure by eliminating the issue of the intermediaries. The organization negotiates the business deals for the merchandise directly from the manufactures reducing the mediators’ hence low price of their goods and services. The organization has the technique of capturing a new market since it has a structured marketing strategies assisting in enhancing its customers base within the business scope. It focuses in the real issues affecting the customer such as the satisfaction of the clients by engaging in community services, provision of scholarships and concentration on children and environmental issues within the society.
Wal-Mart’s net sales worldwide from 2006 to 2017 (in billion U.S. dollars)