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Strategic Management of Wal-Mart

This dissertation project analyzes the strategic management of Walmart. The objectives are to understand Walmart's drawbacks in employee and customer satisfaction, its failure in the Indian market, and strategies to improve sustainability and build brand image. The research methodology uses descriptive research and both primary and secondary data. Surveys and opinions were collected to analyze Walmart's strategies in competing with Amazon globally. The dissertation will cover an introduction, objectives, methodology, literature review, findings, conclusion and references.

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vishal rathi
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44 views10 pages

Strategic Management of Wal-Mart

This dissertation project analyzes the strategic management of Walmart. The objectives are to understand Walmart's drawbacks in employee and customer satisfaction, its failure in the Indian market, and strategies to improve sustainability and build brand image. The research methodology uses descriptive research and both primary and secondary data. Surveys and opinions were collected to analyze Walmart's strategies in competing with Amazon globally. The dissertation will cover an introduction, objectives, methodology, literature review, findings, conclusion and references.

Uploaded by

vishal rathi
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Dissertation Project

Title of Research:-
Strategic Management Of
Wal-Mart

A Thesis
Presented by
------------------------
Abhishek Sharma (IU1981810001)
Kalgi Rathod (IU1981270005)
Kishan Bhatsana (IU198181007)
Atul Ghai (IU1981810070)
-------------------------------------
DECLARATION
This thesis is a presentation of our original
research work. Wherever contributions of
others are involved, every effort is made to
indicate this clearly, with due reference to
the literature, and acknowledgement of
collaborative research and discussions.
The work was done under the guidance of
Professor Dr. Dharmil Patel, at the Indus
Institute of Management, Ahmedabad.
ACKNOWLEDGEMENT

Firstly, We’d like to express our gratitude to


our patient and supporting Teacher, Mr.
Dharmil Patel, who has supported us
throughout this research project and
guided us through each and every hurdle
we faced while making this project. I am
also extremely grateful to our friends and
classmates who took time out of their
personal schedule to fill our surveys and
give their opinion regarding their views
towards our project and its aim. And last
but not the least our family for the personal
support to help us through our endeavors.
Thank you to all.
Table of Contents:
1. Abstract
2. Introduction
3. Objectives and Research Questions
4. Research Methodology
5. Literature Review
6. Findings and Analysis
7. Conclusion
8. References
Abstract
This dissertation project is to mainly study
on the strategies that Wal-Mart uses to be
at the top of the retail industry while being
in a competition with the business
conglomerates like Amazon or Target or
Costco.
It is also to analyze the business operations
of the company and discussing about its
strengths, weaknesses, opportunity and
threats.
We also are going to focus on the impact of
Wal-Mart in India and how, even though
they have more than 30 retail stores of
their own in our country they have not
been able to impact the market of our
country compared to other MNC’s like
Amazon or Nestle or PepsiCo.
We are going to suggest the proposal of a
serial of improvements I consider that can
help the company to grow in the future.
Another focus is going to be the reason as
to why even though Wal-Mart has good
impact on US but not been able to globally
impact even after having business in more
than 100 countries.

INTRODUCTION

COMPANY OVERVIEW:
Wal-Mart stores, Inc., commonly known as
Wal-Mart, is an American multinational
retail organization working as a chain of
markets, grocery stores, and supermarkets.
It is headquartered in Bentonville,
Arkansas. The organization was established
by Sam Walton in 1962 and consolidated
on October 31, 1969.
The organization is controlled by the
Walton family and it is traded on an open
market family –possessed business.
In simple words speaking, this dissertation
project is to fine out and explore about one
of the most well-known retail stores in the
world and to study in detail about the
strategic management at which the retail
giant known as Amazon works at.
The main focus on this dissertation project
is going to be on the strategies that they
adopted to be one of the top retail stores to
such a point that they’re one of the few who
can compete against Amazon.
Another focus is going to be on the fact of
how they were not able to expand or
prosper much in India compared to their
Wide reach in other parts of the world.
Research Objectives:

: To know details about Wal-Mart and their


drawbacks regarding employee and
customer satisfaction
: To know the reason behind the failure of
Wal-Mart in the Indian market and the
reason behind its negative brand image
globally.
: To recommend strategies for Wal-Mart to
improve sustain its employee’s satisfaction
as a result it will be able to build itself as a
number one brand in the markets
: To know the strategic changes that Wal-
Mart adopted to compete against Amazon
in a worldwide market.
RESEARCH METHODOLOGY:
Research philosophy:
There are mostly two types of research
like – descriptive and exploratory
research. Descriptive research is used
when the information is available for
conducting the research.
On the other hand exploratory research
is used when the collected information is
less available. Both of the research
processes are used in the particular
situation.

Here we used the descriptive research as


there is abundance of information
regarding the retail chain.

Research approach: There are basically


two types of data which have been used
for business purposes and marketers use
these two types of data.
These are primary and secondary data
which have great influence in business
and in finding the business solutions to
make the effective and efficient decisions.

The primary data can be qualitative and


quantitative. The findings of the
quantitative data of the research will be
presented in graphs, charts and
percentage whereas primary data are the
crucial to the qualitative approach where
findings will be presented in the form of
paragraph or sentence.

Common questions

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Wal-Mart can improve employee satisfaction by fostering a positive work environment, offering competitive wages and benefits, and providing career advancement opportunities. For customer satisfaction, focusing on personalized experiences, enhancing store layouts, and increasing support services could fortify its brand image. Encouraging feedback through surveys and acting on this data could also improve satisfaction .

The research employed primary data collection methods such as surveys and interviews to gather qualitative insights, while quantitative data was analyzed using graphs and charts. This dual approach allowed a comprehensive assessment of Wal-Mart's strategic outcomes and its stakeholder impacts .

Smaller retail chains can adopt strategic management insights from Wal-Mart by prioritizing logistics efficiency, leveraging technology for inventory management, and focusing on competitive pricing. Tailoring services to local markets and maintaining customer-centric policies are also critical lessons that can enhance competitiveness and resilience against larger firms .

To remain competitive globally, Wal-Mart has adopted strategies such as improving online retail platforms to compete with Amazon's e-commerce capabilities, enhancing customer service, and expanding its variety of offered products. These initiatives are complemented by investments in technology and logistics to streamline operations and reduce costs .

Wal-Mart's challenges in India include regulatory hurdles, stiff competition from local and established international players, cultural differences, and an incomplete understanding of local consumer behavior. Despite having over 30 stores in India, these factors have limited its market impact compared to competitors like Amazon, which have adapted more effectively to local needs .

Research methodology is crucial for systematically investigating Wal-Mart's business strategies. Descriptive research provides comprehensive data, facilitating an in-depth examination of existing conditions, while exploratory methods can uncover new insights from less documented areas. Together, these approaches allow for informed recommendations and strategic adjustments .

Recommendations for improving Wal-Mart's strategy in the U.S. include further development of its online platform to match or surpass Amazon's user experience, enhancing omnichannel capabilities, and continuing to personalize products and services according to consumer trends. Integrating renewable energy in operations to improve brand perception could also be beneficial .

Strategic management allows Wal-Mart to navigate the competitive retail environment by leveraging its strengths in logistics, economies of scale, and technological integration to compete effectively with giants like Amazon, Target, and Costco. These strategies involve optimizing supply chains, offering competitive pricing, and continually investing in technology to improve customer experience .

Wal-Mart's global brand image has suffered due to perceptions of poor employee treatment, aggressive cost-cutting strategies impacting product quality, and lack of sensitivity to local cultures. These issues, combined with reports of negative environmental practices, have contributed to its hindered perception in various markets .

Descriptive research has been predominantly used because it allows for a detailed depiction of Wal-Mart's current strategies and operations, given the abundance of existing data on the company. This approach enables a clear understanding of how these strategies perform and where improvements are necessary .

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