Wal-Mart Marketing Case Study Example | Topics and Well Written Essays - 1500 words

Wal-Mart Marketing - Case Study Example By this time Wal-Mart became famous as discount store and people did not have the notion that it can target specific groups. In order to counter this image Wal-Mart decided to open new stores targeting new markets in a different way. Their strategy to target six main group of African-Americans, the affluent, empty-nesters, Hispanics, suburbanites and rural residents made headlines as their attempt to change their image. As apart of this strategy new shops were opened in localities like Chicago. The change in Wal-Mart's strategy came to fore front when they tried to target the affluent demographics in America. They opened their store in Plano, Texas in the locality where there were more upscale stores targeting this particular segment. They tried to change the outlook of their stores and the assortment of items on sale accordingly. Items like microbrew beer, expensive wines, and high-end electronics that were not typically found in a Wal-Mart store was placed in this outlet designed in a different way with wooden floors, wider aisles, a sushi bar & a coffee/sandwich shop. Affluents are better educated and less affected by adverse economic conditions and prefer stores that introducing new merchandise to keep customers coming back. Wal-Mart knew that they were not doing enough business with the more affluent customers. It is not easy to gain social acceptance by the Wal-Mart where others have spent years and years of brand building efforts. The success for Wa-Mart in this par ticular demographic is not coming so easily as it is hard move from low-end to high-end. Targeting African Americans: Black or African Americans have their own peculiarities and tastes and require special attention as they are a sizable group among Americans. When Wal-Mart opens an outlet in areas where they are densely populated they have to focus their efforts on the needs and wants of this population. The shop that opened in Chicago is the link in this regard. The shop has exclusive offerings for the men and women belonging to this community. "When Wal-Mart Stores Inc. recently opened a new store here with a heavily African-American clientele, it stocked the men's apparel section with an exclusive line of clothes featuring baggy jeans and trendy sports jackets, made the department 30% larger than at typical stores and moved it to the front corner" (Zimmerman A1). Their strategy in targeting this particular segment is better than the other segments it is targeting. They have made available items of exclusive interest and have also given some focus on image building and community participation. For example, Wal-Mart has been celebrating Black History Month to relate to its African American market by hosting host a series of in-store events and activities. These kinds of efforts help making inroads in news segments of the market without which gelling in is not possible and giants like Wal-Mart will also face difficulties in surviving. Hispanics Hispanics or Latinos as they are commonly called are one of the fastest growing ethnic groups in the United States of America. "Roughly one in seven Americans is Hispanic. Hispanics constitute the largest minority group in the United States. As of July 1, 2004, Hispanics accounted for 14.1 % of the population, around 41.3 million people" ('Hispanic', Demographics section). Even though this group has assimilated in the mainstream, yet they have their peculiar culture, different