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Marketing Plan
This marketing plan is going to be over Wal-Mart. Since Wal-Mart is such a big firm, only the food department in the Round Lake Beach Wal-Mart will be examined. Wal-Mart competes in the retail industry. It sells many different products from many different suppliers at very low prices. Over the past three years sales have done nothing but gone up. Wal-Mart has always had a food department but it wasn’t until about years ago when the Round Lake Beach Wal-Mart got their coolers. The coolers contained such products as milk, dairy products, and assorted frozen foods. Since the addition of these the sales have gone up anywhere from 15%-50% a year.
Wal-Mart is thought of to be more of a family store, but you could say that they target all races and ages of people. They offer different kinds of products that will suit every persons needs. They offer products that satisfy different races of customers and different ages of customers. It is an open market and all types of people are allowed and will be served with the best customer service possible.
Wal-Mart’s food department has many competitors. It has an advantage over stores like Target, but it has a huge disadvantage against stores such as Jewel, Dominick’s, and Super K-Mart. Wal-Mart has the lowest prices out of all of these stores so you would think that they would be at the top of the market, but that is not the case. Wal-Mart has a relatively small food department compared to Jewel, Dominick’s, and Super K, but compared to Target it is relatively big. Stores like Jewel and Dominick’s offer more products and product lines than Wal-Mart does. For example, if you look at Gatorade. Wal-Mart carries four different flavors and only three different sizes. However, Jewel will offer about 10 different flavors in about six different sizes. Another strength that the other stores have over Wal-Mart is that they have a fresh produce section. They carry fresh fruit, vegetables, and meat. Basically ever store has their own strengths and weaknesses, it is all up to the consumer to choose where they shop. The SWOT analysis of the Round Lake Beach Wal-Mart food department is located at the end of this paper.
Has far as sales goes Wal-Mart expects nothing but the best. Wal-Mart is always looking for an increase in profits and sales. Over the next year the Round Lake Beach food department can expect to go up in sales and over the next five years they can expect the same. They can expect this because year by year the food department is getting bigger and bigger. They are also ordering more and more products from more and more suppliers. The food department is probably wanting to stay the same in the future if they can not increase, They however do not want to decrease sales and I would say they would go up in sales anywhere between 5% to 0% at the most.
Wal-Mart tends to not venture far into the new product thing. They are usually very consistent with the products they offer and from who they get it from. The newest stuff they will get will of course just be stuff that is an extension of a product line. For example, they will offer a new flavor of pop from the Pepsi Company or they will offer a new bag of chips from the Frito Lay company. Another situation in which they receive new products is during holidays as a seasonal item. For example, they receive egg nog during the Christmas season and receive a great amount of different candies during Halloween. The new usually replaces the old however. What they do to get rid of the older items often differs. Sometimes these older items will just be put onto clearance or comped just to rid of them. If these strategies don’t work they often just delete the item from the system for ever. The packaging of these items does not depend on Wal-Mart. The packaging is done by all of the suppliers that Wal-Mart is partners with. The packaging by the suppliers is usually consistent in what is wanted by the customers. The packaging usually contains the nutrition information and all of the other things that labels contain. Over the next five years you can expect the Round Lake Beach Wal-Mart to keep it simple. They will not do anything out of the ordinary and by doing it this way the customers will continue to flock in.
As far as pricing goes, Wal-Mart is at the top of the chain. One of their slogans is “Always Low Prices” and they do stay true to that. They offer certain things on rollback and clearance. Their normal food products are cheap anyways. For example, the milk is only a $1.8 a gallon, the cheapest anywhere. This is the reason why Round Lake Beach’s milk sales is number one in the district and leads all other stores. There are some environmental factors that might cause a change in some prices. All of Wal-Mart’s prices in the department should not change in anyway over the future. If they did this would ultimately lead to false advertising because after all their slogan is “Always Low Prices.”
When it comes to advertising Wal-Mart does the normal commercials and newspaper ads. They do not need to do much because their name is already out there in the market. People know what Wal-Mart is and what they provide. A thing that would help is if they found a way to show some of the items they provide through their commercials. In all of their commercials they often just emphasize low prices and customer service, it would help if they showed some of the products they offer also. This would be a helpful strategy that would just bring in all of the more customers.
The plan in the food department at the Round Lake Beach Wal-Mart is already put into place and it can only get better. Wal-Mart has existed for many many years and there is no way that anything would happen that would jeopardize the future of this outstanding company.
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