Marketing strategy of LEVERAGING WAL-MART EBAY AND USPS

Posted by Zander Henry on Aug-22-2018

1. The vision of LEVERAGING WAL-MART EBAY AND USPS

The vision of LEVERAGING WAL-MART EBAY AND USPS is to be the leading quality service and product provider for customers. Being the best and the leading player means that LEVERAGING WAL-MART EBAY AND USPS marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of LEVERAGING WAL-MART EBAY AND USPS

LEVERAGING WAL-MART EBAY AND USPS marketing strategy is grounded in its mission. The mission for LEVERAGING WAL-MART EBAY AND USPS is to be the favorite brand of the customers. This mission is essential for the marketing strategy of LEVERAGING WAL-MART EBAY AND USPS as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of LEVERAGING WAL-MART EBAY AND USPS

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of LEVERAGING WAL-MART EBAY AND USPS. The knowledge of brand equity will help in shaping LEVERAGING WAL-MART EBAY AND USPS marketing strategy effectively – thereby facilitating the growth of business for LEVERAGING WAL-MART EBAY AND USPS.

3.1. Brand awareness

• LEVERAGING WAL-MART EBAY AND USPS has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for LEVERAGING WAL-MART EBAY AND USPS has modified marketing and strategic directives and plans

3.2. Brand association

• LEVERAGING WAL-MART EBAY AND USPS is directly associated with the brand name and product category
• LEVERAGING WAL-MART EBAY AND USPS has a broad product portfolio
• LEVERAGING WAL-MART EBAY AND USPS is associated with promising and delivering quality and innovative products
• LEVERAGING WAL-MART EBAY AND USPS is also associated with excellent customer service

3.3. Brand loyalty

• LEVERAGING WAL-MART EBAY AND USPS has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• LEVERAGING WAL-MART EBAY AND USPS has a global customer base
• LEVERAGING WAL-MART EBAY AND USPS keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• LEVERAGING WAL-MART EBAY AND USPS has a substantial brand value
• LEVERAGING WAL-MART EBAY AND USPS also enjoys the high financial worth
• LEVERAGING WAL-MART EBAY AND USPS focuses on building a reliable and robust employee base

3.5. Brand element

• LEVERAGING WAL-MART EBAY AND USPS uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of LEVERAGING WAL-MART EBAY AND USPS

The situational analysis will help in developing the marketing strategy of LEVERAGING WAL-MART EBAY AND USPS by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of LEVERAGING WAL-MART EBAY AND USPS.

4.1. SWOT

4.1.1. Strengths

LEVERAGING WAL-MART EBAY AND USPS marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

LEVERAGING WAL-MART EBAY AND USPS faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

LEVERAGING WAL-MART EBAY AND USPS has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

LEVERAGING WAL-MART EBAY AND USPS faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• LEVERAGING WAL-MART EBAY AND USPS operates I markets with political stability
• LEVERAGING WAL-MART EBAY AND USPS has funding support from the government for small businesses

4.2.2. Economic

• LEVERAGING WAL-MART EBAY AND USPS enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for LEVERAGING WAL-MART EBAY AND USPS
• Low inflation strengthens the financial position of LEVERAGING WAL-MART EBAY AND USPS

4.2.3. Social

• Higher education and awareness increases sales of LEVERAGING WAL-MART EBAY AND USPS predict
• LEVERAGING WAL-MART EBAY AND USPS focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• LEVERAGING WAL-MART EBAY AND USPS has an active CSR program
• LEVERAGING WAL-MART EBAY AND USPS ensures environmental safety in all its operations

4.2.5. Legal

• LEVERAGING WAL-MART EBAY AND USPS is aware of local and global laws of business and human resource management
• LEVERAGING WAL-MART EBAY AND USPS abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for LEVERAGING WAL-MART EBAY AND USPS: The Marketing Strategy of LEVERAGING WAL-MART EBAY AND USPS

LEVERAGING WAL-MART EBAY AND USPS marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for LEVERAGING WAL-MART EBAY AND USPS brand and products by 30%
• Increase sales for LEVERAGING WAL-MART EBAY AND USPS by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of LEVERAGING WAL-MART EBAY AND USPS during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of LEVERAGING WAL-MART EBAY AND USPS

LEVERAGING WAL-MART EBAY AND USPS marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

LEVERAGING WAL-MART EBAY AND USPS has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• LEVERAGING WAL-MART EBAY AND USPS has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for LEVERAGING WAL-MART EBAY AND USPS, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for LEVERAGING WAL-MART EBAY AND USPS consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• LEVERAGING WAL-MART EBAY AND USPS focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

LEVERAGING WAL-MART EBAY AND USPS consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• LEVERAGING WAL-MART EBAY AND USPS has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of LEVERAGING WAL-MART EBAY AND USPS remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of LEVERAGING WAL-MART EBAY AND USPS, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for LEVERAGING WAL-MART EBAY AND USPS are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of LEVERAGING WAL-MART EBAY AND USPS Positioning of LEVERAGING WAL-MART EBAY AND USPS

The marketing strategy of LEVERAGING WAL-MART EBAY AND USPS targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for LEVERAGING WAL-MART EBAY AND USPS is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the LEVERAGING WAL-MART EBAY AND USPS focuses on quality control

7.2. Mass marketing

• The marketing strategy of LEVERAGING WAL-MART EBAY AND USPS focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• LEVERAGING WAL-MART EBAY AND USPS makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• LEVERAGING WAL-MART EBAY AND USPS does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, LEVERAGING WAL-MART EBAY AND USPS also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• LEVERAGING WAL-MART EBAY AND USPS has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the LEVERAGING WAL-MART EBAY AND USPS has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of LEVERAGING WAL-MART EBAY AND USPS

The marketing strategy of LEVERAGING WAL-MART EBAY AND USPS stands out from the clutter and competition. LEVERAGING WAL-MART EBAY AND USPS has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that LEVERAGING WAL-MART EBAY AND USPS has utilized:

8.1. Cost-effectiveness

• LEVERAGING WAL-MART EBAY AND USPS focuses on reaching consumers effectively rather than grandeur
• LEVERAGING WAL-MART EBAY AND USPS focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• LEVERAGING WAL-MART EBAY AND USPS has in-house copywriters for marketing campaigns which also helps in controlling costs
• LEVERAGING WAL-MART EBAY AND USPS also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• LEVERAGING WAL-MART EBAY AND USPS has stayed updated with latest developments in marketing research and marketing knowledge
• LEVERAGING WAL-MART EBAY AND USPS makes use of new and innovative tactics to reach its target consumers
• LEVERAGING WAL-MART EBAY AND USPS also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by LEVERAGING WAL-MART EBAY AND USPS is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• LEVERAGING WAL-MART EBAY AND USPS marketing strategy is strongly grounded in consumer and market research
• LEVERAGING WAL-MART EBAY AND USPS makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• LEVERAGING WAL-MART EBAY AND USPS also incorporates consumer feedback in its marketing strategy
• LEVERAGING WAL-MART EBAY AND USPS marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by LEVERAGING WAL-MART EBAY AND USPS
• In addition to fulfilling functional needs, LEVERAGING WAL-MART EBAY AND USPS also tries to fulfil the emotional and psychological needs of the consumer
• LEVERAGING WAL-MART EBAY AND USPS tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of LEVERAGING WAL-MART EBAY AND USPS

LEVERAGING WAL-MART EBAY AND USPS marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• LEVERAGING WAL-MART EBAY AND USPS makes use of intensive distribution strategy because it is mass marketing
• LEVERAGING WAL-MART EBAY AND USPS’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, LEVERAGING WAL-MART EBAY AND USPS tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• LEVERAGING WAL-MART EBAY AND USPS uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The LEVERAGING WAL-MART EBAY AND USPS also makes use of modern retailing channels
• Also, LEVERAGING WAL-MART EBAY AND USPS makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed LEVERAGING WAL-MART EBAY AND USPS to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the LEVERAGING WAL-MART EBAY AND USPS does not have a subsidiary
• In these offshore locations, LEVERAGING WAL-MART EBAY AND USPS largely works through the export model
• This makes use of several intermediaries in between, before the product by LEVERAGING WAL-MART EBAY AND USPS reaches the target consumers
• Intermediaries for LEVERAGING WAL-MART EBAY AND USPS include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, LEVERAGING WAL-MART EBAY AND USPS makes use of selective distribution channel
• LEVERAGING WAL-MART EBAY AND USPS has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that LEVERAGING WAL-MART EBAY AND USPS has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of LEVERAGING WAL-MART EBAY AND USPS

The industry in which LEVERAGING WAL-MART EBAY AND USPS operates is very responsive to market and consumer trends. LEVERAGING WAL-MART EBAY AND USPS, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• LEVERAGING WAL-MART EBAY AND USPS competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• LEVERAGING WAL-MART EBAY AND USPS also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• LEVERAGING WAL-MART EBAY AND USPS experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of LEVERAGING WAL-MART EBAY AND USPS

The marketing mix for LEVERAGING WAL-MART EBAY AND USPS as per the marketing strategy is the following:

11.1. Product

• LEVERAGING WAL-MART EBAY AND USPS has a broad product portfolio
• LEVERAGING WAL-MART EBAY AND USPS provides mass marketed products for all segments across the market undifferentiated
• LEVERAGING WAL-MART EBAY AND USPS also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The LEVERAGING WAL-MART EBAY AND USPS maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• LEVERAGING WAL-MART EBAY AND USPS wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The LEVERAGING WAL-MART EBAY AND USPS also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• LEVERAGING WAL-MART EBAY AND USPS also makes use of e-commerce to increase penetration and sales

11.3. Price

• The LEVERAGING WAL-MART EBAY AND USPS prices its products so that its target consumers can afford it easily
• LEVERAGING WAL-MART EBAY AND USPS uses relative pricing strategy for its products
• The price of LEVERAGING WAL-MART EBAY AND USPS’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The LEVERAGING WAL-MART EBAY AND USPS has a high budget allocated towards marketing activities
• The LEVERAGING WAL-MART EBAY AND USPS invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed LEVERAGING WAL-MART EBAY AND USPS marketing strategy to cap costs and expenses
• LEVERAGING WAL-MART EBAY AND USPS also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• LEVERAGING WAL-MART EBAY AND USPS also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• LEVERAGING WAL-MART EBAY AND USPS has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• LEVERAGING WAL-MART EBAY AND USPS hires without discrimination
• LEVERAGING WAL-MART EBAY AND USPS ensures that its employees remain motivated through building an inspirational and creative organizational culture
• LEVERAGING WAL-MART EBAY AND USPS focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at LEVERAGING WAL-MART EBAY AND USPS - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at LEVERAGING WAL-MART EBAY AND USPS are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the LEVERAGING WAL-MART EBAY AND USPS

11.7. Physical evidence

• The physical evidence for LEVERAGING WAL-MART EBAY AND USPS includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of LEVERAGING WAL-MART EBAY AND USPS, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by LEVERAGING WAL-MART EBAY AND USPS is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by LEVERAGING WAL-MART EBAY AND USPS for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of LEVERAGING WAL-MART EBAY AND USPS

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The LEVERAGING WAL-MART EBAY AND USPS interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• LEVERAGING WAL-MART EBAY AND USPS also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the LEVERAGING WAL-MART EBAY AND USPS brand

13. Monitoring and evaluation of the marketing strategy of LEVERAGING WAL-MART EBAY AND USPS

13.1. Changes in sales

• LEVERAGING WAL-MART EBAY AND USPS regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of LEVERAGING WAL-MART EBAY AND USPS
• Sometimes, LEVERAGING WAL-MART EBAY AND USPS experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• LEVERAGING WAL-MART EBAY AND USPS frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow LEVERAGING WAL-MART EBAY AND USPS to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of LEVERAGING WAL-MART EBAY AND USPS can also be seen through the revenue and profit growth
• Return on investment allows LEVERAGING WAL-MART EBAY AND USPS to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by LEVERAGING WAL-MART EBAY AND USPS are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of LEVERAGING WAL-MART EBAY AND USPS