Wal-Mart Marketing Case Study Example | Topics and Well Written Essays - 1500 words

Wal-Mart Marketing - Case Study ExampleBy this time Wal-Mart became famed as discount gunstock and people did not fork over the notion that it can target particular proposition groups. In order to counter this image Wal-Mart decided to open new stores targeting new markets in a different way. Their strategy to target six main group of African-Americans, the affluent, empty-nesters, Hispanics, suburbanites and rural residents made headlines as their take on to change their image. As apart of this strategy new shops were open in localities like Chicago.The change in Wal-Marts strategy came to fore front when they tried to target the affluent demographics in America. They clear their store in Plano, Texas in the locality where there were more upscale stores targeting this particular segment. They tried to change the outlook of their stores and the concoction of items on sale accordingly. Items like microbrew beer, expensive wines, and high-end electronics that were not typically found in a Wal-Mart store was placed in this electrical outlet designed in a different way with wooden floors, wider aisles, a sushi bar & a coffee/sandwich shop. Affluents are improve educated and less affected by adverse economic conditions and prefer stores that introducing new merchandise to keep customers overture back. Wal-Mart knew that they were not doing enough logical argument with the more affluent customers. It is not easy to gain social acceptance by the Wal-Mart where others have dog-tired years and years of brand building efforts. The success for Wa-Mart in this particular demographic is not coming so easily as it is hard move from low-end to high-end. Targeting African AmericansBlack or African Americans have their own unpairedities and tastes and require special attention as they are a sizable group among Americans. When Wal-Mart opens an outlet in areas where they are densely populated they have to focus their efforts on the needs and wants of this population . The shop that opened in Chicago is the link in this regard. The shop has exclusive offerings for the men and women belonging to this community. When Wal-Mart Stores Inc. recently opened a new store here with a heavily African-American clientele, it stocked the mens groom section with an exclusive line of clothes featuring baggy jeans and trendy sports jackets, made the department 30% large than at typical stores and moved it to the front corner (Zimmerman A1).Their strategy in targeting this particular segment is better than the other segments it is targeting. They have made available items of exclusive interest and have also given few focus on image building and community participation. For example, Wal-Mart has been celebrating Black History Month to relate to its African American market by hosting host a series of in-store events and activities. These kinds of efforts help making inroads in intelligence segments of the market without which gelling in is not possible and gia nts like Wal-Mart will also face difficulties in surviving.HispanicsHispanics or Latinos as they are commonly called are one of the fastest growing ethnic groups in the join States of America. Roughly one in seven Americans is Hispanic. Hispanics constitute the largest minority group in the United States. As of July 1, 2004, Hispanics accounted for 14.1 % of the population, around 41.3 million people (Hispanic, Demographics section). Even though this group has assimilated in the mainstream, yet they have their peculiar culture, different