Abstract: This study aims to investigate the successful marketing strategies of Wal-mart. The research looks at how Wal-Mart, the largest retailer in the United States, operates its marketing way. This paper is developed in four main aspects: product, pricing, place and promotion and finds out how these four aspects affect Wal-mart’s selling condition. The result shows that appropriate product, suitable price, fitting place and good promotion enable Wal-mart to get such achievements. 

Key words: Wal-mart; marketing strategies; product strategy; pricing strategy; place strategy; promotion strategy

CONTENTS

Abstract

中文摘要

1. Introduction   1

2. The Development History of Wal-mart 1

3. Marketing Strategies of Wal-mart 2

3.1. Products Strategy of Wal-mart   3

3.1.1. Types of Products

3.1.2. Pricing of Products

3.1.3. Display of Products

3.2. Pricing Strategy of Wal-mart 4

3.2.1. Penetration Strategy

  3.2.2. Loss Leader Pricing Strategy

3.3. Place Strategy of Wal-mart 5

  3.3.1. Choice of Place

3.3.2. Attractive Degree of Place

  3.3.3. Availability of Place

3.4. Promotion Strategy of Wal-mart6

  3.4.1. Advertisement

  3.4.2. Mouth-to-mouth Promotion

4. Conclusion 7

Bibliography .8

Acknowledgements  .9