Wal-mart-China-marketing-strategy-analysis--营销报告.docx

WWal-mart China marketing strategy analysis题 目： Wal-mart China marketing strategy analysis院 （部）： Business School专 业： Marketing 班 级： Accounting1556姓 名： DongNing学 号： 201509201197指导教师： YueLijun完成日期： May 31, 2016Directory1.Executive Summar- 1 -2Introduction- 3 -2.1 Purpose of the plan- 3 -2.2 Scope.- 4 -2.3 Methodology.- 5 -3. Situation Analysis- 6 -3.1 Market Analysis- 6 -3.2 Company summary- 10 -3.4 Environmental Analysis- 12 -3.4 Environmental Analysis- 13 -3.5 Customer Analysis- 16 -3.6 Competitors Analysis- 17 -3.7 SWOT Analysis- 19 -4. Marketing Objectives- 21 -5. Target Market- 22 -6. Proposed Marketing Strategy- 23 -6.1 the STP marketing strategy- 23 -6.2 marketing 4 p strategy- 24 -8. Conclusion- 27 -1. Executive SummarWal-mart is the worlds largest retailer, in the United States fortune magazine published in 2008 in the top 500 global ranking sixth topped, as of May 2009, wal-mart has opened more than 7800 stores in the whole world, total number of employees more than 200, ten thousand people, branch distribution in the United States, China, Japan and other 16 countries. First of all, using the SWOT analysis method to wal-mart in Chinas strengths, weaknesses, opportunities and challenges for analysis. Advantages: (1) has a perfect information system and efficient logistics distribution system and rich enterprise culture, and everyday low prices, high brand awareness. (2) disadvantages: Chinas transport, consumption habits and the very big difference, cant completely adapt to the Chinese market, etc. (3) : China to ease restrictions on foreign investment, Chinas rapid economic development, there is a huge potential market, etc. (4) challenges: the market competition is intense, the introduction of talent localization challenge, market sensitivity to be challenged, etc. Then, by using the theory of 4 ps analysis the wal-mart in China product strategy, price strategy, promotion strategy and channel strategy is analyzed.(1) product strategy: buy a whole, to establish a global procurement network, implement localization strategy, pay attention to product display, with excellent quality and reasonable price, everyday parity, etc.(2) the price strategy: marketing gifts, special promotions, stimulate consumer purchasing desire, thus improve the commodity turnover.(3) the promotion strategy： give priority to with holiday promotion, daily sales promotion is complementary, implementing the centralized shelves pile head promotion and brand promotion, etc.(4) channel strategy: wal-marts marketing channel mainly has: shopping supermarkets, Sams club, wal-mart shopping plaza, wal-mart stores. 2Introduction2.1 Purpose of the planWal-mart retail industry as a leader in the global scope made great achievements. Wal-mart, with more than 40 years of development, wal-mart has become the largest private employer and one of the worlds largest retail chains. Its achievements and its marketing strategy used by inseparable, but in recent years because of its scale expands unceasingly, the original marketing strategy, has appeared some problems, with the existing scale is a little water. Therefore, the study of wal-marts marketing strategy, not only has important theoretical and practical significance, but also for other retail enterprises long-term development has important significance. With Chinas wto accession and retailing fully open, many foreign companies have entered the Chinese market, wal-mart China with advanced management level, strong procurement capability, logistics distribution system and a high degree of information management level, taking a certain market share. Foreign retail enterprises to enter the Chinese market, for developing the retail enterprises in our country has brought the huge challenge2.2 Scope.This study is the main scope of wal-mart China.Wal-mart in Chinas economy and the market is full of confidence, and is committed to long-term investment and development in China. Wal-mart entered China in 1996, in shenzhen opened the first wal-mart shopping plaza and Sams club stores. After 20 years of development in China, we have over 100000 employees. Wal-mart business always adhere to the local procurement in China, at present, wal-mart established cooperation relations with more than 7000 suppliers in China, sales of products more than 95% of local products. In 2015-2017, wal-mart will increase investment in the Chinese market in which the different business, plans to add 115 stores, including large stores and Sams club, is expected to create 30000 jobs. At the same time, wal-mart will continue to upgrade existing stores, strengthen the food safety, and win-win development with local suppliers. Wal-mart hopes to better adapt to Chinas economy is the new normal, create more jobs, with the development of Chinese economy at the same time can be a good corporate citizen consumer trust.2.3 Methodology.Analysis of products, to adapt to the target marketProduct, is the foundation of enterprise marketing. But product force is ignored by many enterprises, especially some small and medium-sized enterprises. These enterprises in product development, the basic work done is not solid, not a lack of personality, blindly follow suit, is the low fitness products, are not competitive. Other companies make products as the renminbi, thought can be clear in any areas of the country.Price of the product, has always been a sensitive point in marketing. In the price war the wind of the market reality, any kind of price changes, all should be justified. The because, must go through rigorous research, after careful analysis, to find, and not optional.Channel, it is the bridge to consumer products. The vast majority of domestic enterprises adopt distribution system and the way of examination agency sales. Has the advantage of this type of sales way, cost of sales is much lower than and operated, the establishment of the sales terminal network is also more quickly than directly. But this kind of sales way weakness is obvious, mainly reflected in the terminal network is not control by myself; Once a certain strategy adjustment, market response is slow; Dealer once turned against, enterprises in the local market behavior may be disqualified.Pay for the promotion and sales promotion is the enterprise marketing one of the most two aspects. And the effectiveness of the investment in the two big case, a direct impact on enterprises marketing results. Therefore, analyzing the effect of marketing and promotion work, is a highlight in the marketing analysis.Due to the effect of the two aspects of the work analysis, the sensitive issues involving cost, therefore, if the companys advertising and marketing work is by advertising agency or marketing planning company agent, so when doing the work, should refer to the AD (planning) agent of the companys monthly work (service) to summarize (generally standardized operation of advertising company a month to serve enterprises to submit a monthly report).1.Data analysis： Based on the existing company about the salesman, regions, customers, products, the pin of the timeSales data analysis. Involving products, industry, area three dimensions, and pie charts the pattern of the (now), trend chart (time), cubic graph (quantity) and growth three graphically. Usually for integral and key secondary analysis. 2.The SWOT analysis of the environmental advantage, disadvantage, opportunity and threat analysis, is a kind of involved in four dimensions.3. An analytic method of the Boston matrix analysis product portfolio, will help to analyze the composition of product line.4. The classic 4 p analysis product, price, sales model (channels), marketing (promotion) 5. 4 c analysis standing in customer perspective, customer, cost, convenience and communication analysis.6. Product life cycle analysis of the different order of birth, growth, maturity, recessionSegment. 7. The STP target market, market segmentation, target market, product positioning8. Five models existing competitors, potential entrants, substitutes, customers, suppliers 9. Strategic group analysis this is an analysis of the main counterparts.10. The macro economic environment analysis, legal, political, cultural, science and technology11.Downstream of the micro environmental analysis industry, competitors, customers, upstream suppliers, substitutes,Potential entrants, 12.Special analysis involves the specific content, such as product delivery time, supply chain analysis; The product price3. Situation Analysis3.1 Market Analysis Wal-mart China marketing status quo. In six years on economic policy, the official support, urban economy, national income, the retail market, consumption level, consumption habits of investigation, wal-mart in the concept of the localization of its business philosophy to pay attention to cultivate a group of excellent management talents, local and attaches great importance to innovation and cost management; Not only actively expand consumer market in China, more will China as their new main procurement market, promote the development of local goods; A good relationship with the government, keen social public welfare undertakings, actively for wal-mart to shape a good social image.Local management team: the company has been to the good team construction and is famous for its effective training to employees. Before opened its first store in China in 1996, wal-mart has spent more than 8 months of its supervisory management system training. Let employees participate in the management, any employee can be oral or written form of communication with management and even the President, cross training, cross mount guard, make the work team will greatly improve the flexibility and adaptability of the make it able to quickly adapt to changing market. Procurement localization: buy Chinese is part of the development strategy of wal-mart China. The localization not only can effectively save the cost, but also can promote with the local government, business relations, kill two birds with one stone of it may be. Wal-mart China operates more than 95% of goods are produced by China.Localization mode of operation: in recent years, in addition to develop talent in China, wal-mart to adapt to the market adjustment has been going on in China. Recently, wal-mart is a new branch of the shops and the first to enter the Chinese have no small change, adjust the structure includes not only the range of products, also involves the mode of operation, wal-mart in shenzhen oct and dalian new shop counters abroad has appeared in a wal-mart store counters, and wal-mart and Chinas retail enterprise, also the vendor payment, also extend the TAB period - payment cycle to suppliers from past 3 7 days every extended to 2 months, it will greatly change the wal-mart business style.Wal-mart set up shop in investment, not blindly pursue cheap rent, like other businesses but to buy the land use right way. Although the once only investment of wal-mart think bigger, appears to be increasing the cost and benefit in fact for the investors more: after the one-time investment, must get rid of the annual land rent in the future, on the strength of the investment parties is a good test, and saves the reinvestment in the future. The is in large and medium-sized cities, setting up the location of the area is very promising. The policy environment, wal-mart in China, the government public relations. Before Chinas accession to the WTO, Chinas retail business is not a fully open market, the governments recognition and support is especially important. As early as in 1992, wal-mart will get the China retail license, and each into a city, to establish a good relationship with local government.Law-abiding. To enter the Chinese market, at the beginning of the wal-mart in shenzhen need experience at the same time, on the external expansion has remained one of the few cautious. Although wal-mart already planning to enter some key areas, but as long as the government doesnt approve, wal-mart will not go to open a shop. Therefore, wal-mart in the eyes of the government, also the image of a pair of law-abiding. 3) many good works. In addition to the excellent export procurement performance to get the favour of the department in charge of, wal-mart also form practice, invited Chinese officials to visit wal-marts headquarters in bentonville, to wal-mart store local charity donations, and even set up a school. As a result, wal-mart can often get what it want to position to establish a branch.The market demandEntering China in 1996, wal-mart in China business always adhere to the local procurement, to provide more employment opportunities, support local manufacturing industry, promote the development of local economy. Let employees participate in the management, any employee can be oral or written communication with management and even the President, cross training, cross mount guard, make the work team will greatly improve the flexibility and adaptability of the make it able to quickly adapt to changing market.Wal-marts customer orientation1)customer first. Wal-mart firmly believe that customer first is the essence of its success. In the wal-mart stores, lighting design in order to make customers more comfortable; The funeral welcomer more active than others; The cashier shall stand work in order to show respect for the customer. It is everything with the customer first the dribs and drabs of wal-mart has won the favor and trust of customers. 2) free parking. For example, the shenzhen wal-mart store business area of more than 12000 square meters, nearly 400 free parking space, and the other a business area of more than 17800 square meters of wal-mart shopping plaza also has about 150 parking Spaces.2) wal-mart to pastry room into the store, a Sam leisure gallery, all the flavor of food, fresh pastries to customers in shopping fatigue in the enjoyment of leisure.3) free consultation. The store hired a professional consulting for customers free computer, camera, video recorder and its related products, helps to reduce the risks of buying blind.4) the business center. The store is equipped with the file handle business center, can provide for the customer, including color file, copy, zoom in on engineering drawings, high-speed printing, multiple services.5) delivery service. A shopping full of 2000 yuan or more, wal-mart can provide delivery service. Through investigating the wal-mart service satisfaction to yourself now we know that wal-mart can share on to the next level, you can on this piece of further perfect service. The analysis of wal-mart product quality, we can know that wal-mart is quality good impression in the consumers mind, so that wal-mart cant because of good quality in good quality that is not managed, it is because of this advantage, so wal-mart in quality management to strengthen the management on the basis of before, have kept the good image. For prices, wal-marts idea is to save every penny for consumers, they adopt low price strategy in terms of price, for the price of the consumers are not satisfied, the most main reason is that they think the wal-mart supermarket near some of the products to the outside small supermarkets and some of the big supermarkets have above the price is different, so according to this problem, wal-mart bundle method should be adopted and compared those prices are relatively high, in the above additional small appliance, can make consumer is buying the psychological balance. For goods, the majority of customers for goods put we are very satisfied, but there are still not satisfied with the customer, they are not satisfied with the main reason for wal-mart every time long for supermarket products within the appropriate adjustments, make consumers find familiar products. For this problem, wal-mart for their logo should be done better, after the adjustment, to make the corresponding identification for mobile and detailed instructions, also adjusting in one to two days after a radio to explain. Wal-mart in the consumers mind while overall satisfaction is satisfactory, but still want to continue to maintain the current image, for wal-mart employees, to conduct regular training, improve the overall quality and image of an employee in the supermarket. In the holiday can be related sweepstakes, preferential products and pored over and so on.3.2 Company summaryThe company is a worldwide chain enterprises, in terms of turnover for the worlds largest company, its holding human Walton family. Headquartered in bentonville, Arkansas. Wal-mart is mainly involved in retail, is the worlds most employees enterprise, for three consecutive years in the United States tops in the fortune global 500 companies. In the wal-marts human resource management, honest in wal-marts culture is a very special word. Every wal-mart colleagues know that wal-mart does not fear the employees make mistakes, and there will be a special one to help you to correct mistakes, but there is a mistake you cant be forgiven, is not honest. Only honest, abide by the laws and regulations of the countries and regions, one hundred percent to one hundred percent to comply with companys policies and principles. Because honest, wal-mart can become the most law-abiding enterprises, the smooth development of the business to four years in a row on the fortune magazine at the top of the world top 500 enterprises, and two years in a row on the magazine the most respected enterprise list. 2 in the same way, people only honesty, promise to comply with company policies, responsible for the consumer health an