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)。


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).