WAL-MART

Marketing Research Plan

Abstract

In this study, we try to explore the concept of product marketing in a holistic context. The main focus of the research is on product marketing and its relation with product. The research also analyzes many aspects of product marketing and tries to gauge its effect on product. Finally, the research describes various factors, which are responsible for product marketing, and tries to describe the overall effect of product marketing on product.

Table of Contents

Abstractii

Introduction1

Segmentation1

Target market2

Market positioning by Wal-Mart3

SWOT Analysis of Wal-Mart3

Strengths3

Weaknesses3

Opportunities4

Threats4

Conclusion5

References6

Marketing Research Plan

Introduction

Wal-Mart is in the business of running retail stores in diverse settings all over the globe. In America, different formats of retail that Wal-Mart manages include supercenters, discount stores, neighborhood markets, market-side, and Sam's Clubs. Wal-Mart US operates three different retail formats in the US discount stores, supercenters, and neighborhood markets.

In this report, I will discuss my market research for my product and will support the launch of the new product by discussing the STP (Segmentation, Targeting, and Positioning) of the new product, i.e. fresh grocery.

Segmentation

Market segmentation is the process of dividing a market into smaller uniform groups with similar characteristics and needs. This is not arbitrarily imposed, but results from the recognition that the total market is made ??up of sub-groups called segments.

These segments are groups homogeneous, for example, people in a segment are similar in their attitudes about certain variables). Because of this similarity within each group are likely to respond similarly to certain marketing strategies. That is likely to have the same reactions on the marketing mix of a given product, sold at a given price, distributed in a certain way, and promoted in a given way (Fill 2002).

Wal-Mart always targeted the middle class and lower-middle class of the society. Nevertheless, after the recent economic crisis, Wal-Mart has also set the upper-middle class of the society as a part of their segment. For this product, we will use psychographic segmentation to select people in our segment. The segment of this product consists of people from upper-middle, middle class, and lower-middle class. The reason for selecting this segment of the market was selected because customers of Wal-Mart are classified as "value-price shoppers." They make purchases from Wal-Mart because Wal-Mart offers real value to customers for the products they are purchasing, and they can sure of the quality of the products that have been delivered to them by the company. Therefore, we have ...