A 16 page paper discussing some of the many ways retailing giant Wal-Mart approaches marketing. Company policy is that the customer is number one, and every employee is urged to engage in creativity and risk-taking to further enhance service to customers along with product volume. The gross strategy has been successful: annual sales have increased from $25 billion in 1990 to $118 billion by the end of 1998; the company's ultimate goal for now is that of reaching the $200 billion mark. The paper includes information on the company's situation, goals, strategies and policies. A short SWOT analysis is followed by sections discussing alternatives, recommendations and implementations, evaluation and control. Bibliography lists 18 sources.
Name of Research Paper File: CC6_KSWalMart.doc
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