Wal-Mart: Getting Back to Growth Old Guard Vs. Change Agent Conflict and the Impact on Growth (Cases) (Case Study)
Journal of the International Academy for Case Studies, 2010, April, 16, 3
Journal of the International Academy for Case Studies
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CASE DESCRIPTION The primary subject of the case is the development of a marketing strategy for Wal-Mart to improve "same store" U.S. sales growth during 2006-07. Wal-Mart must identify new growth opportunities and develop strategies to attract those consumer groups to Wal-Mart. Complications arise when Wal-Mart goes outside the retail industry for its marketing talent, resulting in a clash of values. There are conflicting managerial views of strategy implementation. The proposed strategy of upgraded merchandise and value pricing is resisted by the "old guard" strategy of selling large quantities of average merchandise at low everyday pricing. In addition, continual negative press presents additional marketing challenges to overcome.
- Category: Law
- Published: 01 April 2010
- Publisher: The DreamCatchers Group, LLC
- Seller: The Gale Group, Inc.
- Print Length: 17 Pages
- Language: English