daixie:沃尔玛内部和外部分析

daixie:沃尔玛内部和外部分析

沃尔玛是世界上最大的零售连锁店和跨国企业集团。这家公司的总部设在美国,经营着连锁折扣店、大卖场和杂货店。该公司成立于1962年,由山姆沃尔顿,其总部设在本顿维尔,阿肯色州。截至2016年初,该公司在全球27个国家经营着超过11000家门店,72条横幅下。它在全球拥有超过200万名员工,这使它成为最大的私人雇主。虽然该公司的股票是公开交易的,但大部分的所有权仍然属于沃尔顿家族(科普兰,2013)。下面是对该公司的内部和外部分析,以了解其营销环境。

沃尔玛内部分析

业务的内部分析可以通过使用不同的技术来进行,这些技术强调了业务的各个方面。这包括SWOT分析和VRINE模型等技术。

沃尔玛SWOT分析

沃尔玛在零售业中享有很高的声誉。它模仿了质量和价值,这使得公司能够保持现有客户的忠诚。

沃尔玛现在的口号是“省钱,生活得更好”。该公司遵循这一口号,在保证产品质量的同时,提供零售行业中最低的价格。

对员工的发展和培训进行了大量投资,从而提高了员工的保留率和忠诚度。

该公司在美国拥有最大的零售份额,这使得它有权决定供应商的成败。

他们从世界上所有的顶级品牌大量购买,这使得他们能够获得最大的折扣,从而吸引了大量的客户(Brunn, 2006)。

daixie:沃尔玛内部和外部分析

Walmart is the world’s largest chain of retail stores and a multinational conglomerate. The company is based on America and operates a chain of discount department stores, hypermarket, and grocery stores. The company was founded in 1962 by Sam Walton and its headquarters are located in Bentonville, Arkansas. As of the start of 2016, the company operates more than 11,000 stores, under 72 banners, and in more than 27 countries on the globe. It has more than 2 million employees over the globe, which makes it the largest private employer. Though the shares of the company are publically traded, but still the majority of the ownership rests with the Walton family (Copeland, 2013).What follows is an internal and external analysis of the company to understand its marketing environment.

The internal analysis of Walmart

The internal analysis of a business can be carried out by using different techniques that highlight various aspects about a business. This includes techniques like the SWOT analysis, and the VRINE model.

SWOT analysis of Walmart

Walmart has a highly reputed brand name in the retail business. IT emulates both quality and value, which allows the company to retain the loyalty of the existing customers.

The present slogan of Walmart is “Save Money and Live Better”. The company follows this slogan by offering the lowest prices in the retail industry, while marinating the quality of the products.

Significant investment are made for development and the training of staff, which increases employee retention and loyalty.

The company has the largest retail share in USA, which gives it the power to make or break the supplier.

They make bulk purchases from all the top brands in the world, which allows them to avail the best discounts and thus attract a huge number of customers (Brunn, 2006).