Strategic plan for a brand---Wal-Mart--- including Analysis, Positioning, Brand Essence, Creative strategy, etc. Free Essay, Term Paper and Book Report
Wal-Mart Branding Assignment
1. Problematic Situations and New Challenges
The worlds largest retailer, Wal-Mart Store Inc., with more than 1.8 million associates worldwide and nearly 6,500 stores and wholesale clubs across 15 countries, had even created the new shopping culture, one-stop shopping at a long-distanced mega store. By positioning as a department-store-sized discount store that guarantees always low prices, the retail giant has successfully pull in the average consumers. However, its brand reputation has been dropped down as it has widely criticized for its treatment of employees, environmental carelessness, impacts on local retail businesses, and so on. For instance, one of anti-Wal-Mart websites presents a trailer, named The High Cost of Low Price, in a purpose of changing Wal-Mart, which features personal stories of families and communities struggling with Wal-Mart stores.
Another unfavorable situation is the gradual threat of its competitor Target corp. Target is the sixth-largest retailer in the U.S, but its same-store sales in August, 2006 increased ......
Word Count: 578
Page Count: 2.3 (250 words a page / double spaced)
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