Kindly use this set of documents, ignore the the first three. Thank you.
Briefly, introduce the company you have chosen
Wal-Mart is a business-to-consumer company since it is a retail company. This American
retail company operates a chain of retail stores around the world and was founded by Sam
Walton in 1962. This retail company is considered the largest company in the world in terms of
revenue and customer base as well as the world's largest private employer. Despite the large size
of Wal-Mart as well as the fact that it is publicly traded, it still remains a family business because
over 50% of the shares of the company is controlled by the Walton family (Fishman, 2006).
The primary focus of the founder of Wal-Mart was to offer products to consumers at low
at a lower profit margin but at higher sales volume. Although he experienced a lot of challenges
in achieving his focus, he found suppliers who supplied at low cost and hence passed the cost
savings towards reducing the prices of his products. The founder was able to increase his sales
volume by 45% in the first year. From then till now, Wal-Mart uses the target marketing strategy
of offering its customers products at low prices so as to increase sales volumes even though with
a low-profit margin. This means that the target market of Wal-Mart is based on the demographic
segmentation of middle and low-income earners (Brea‐Solís, Casadesus‐Masanell &
Gather examples of its activities and products that support its business model
Through its target marketing strategy that focuses on the low and middle-income earners,
Wal-Mart ensures that it identifies the needs of its target customers and make efforts to ensure
that it adequately mee...
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