Wal-Mart Stores, Inc.: Strategies For

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An Analysis of Case 25: Wal-Mart Stores, Inc.: Strategies for Dominance in the New Millennium Strategic Policy Administration Identify and evaluate six strategies that Wal-Mart pursued to maintain its cost leadership position. From the 1950s Sam Walton believed that discounted retailing would be the future way consumers bought merchandise. His philosophy was to offer name brand merchandise at low prices with friendly service. He believed that “friendly service” would differentiate Wal-Mart from its competitors, and when looking at Wal-Marts ability to maintain its competitive advantage, it appears that he was right. Wal-Marts ability to maintain and gain customer loyalty while using its low cost structure has made Wal-Mart extremely and consistently successful. In order to support their business model and cost leader business-level strategy, Wal-Mart focused on their functional-level strategies as well as corporate strategy. Six strategies they pursued included: product pricing, materials management, vertical integration, diversification and acquisitions, customer responsiveness, and human resources. Innovation in Product Pricing: Wal-Mart used innovative strategies across its entire business model. Wal-Mart pioneered the use of information systems to manage supply and delivery of products, product mix, and product pricing. Every item sold at a Wal-Mart was inventoried in the computer and this information used in materials management, as well as for pricing. Wal-Mart developed an innovative philosophy about keeping their prices the lowest and sharing low costs with their customers. The three philosophies of pricing at Wal-Mart are: “Every Day Low Price”, “Rollback”, and “Special Buy” (www.walmartstores.com/ wmstore/wmstores/Mainabout, 3 basic beliefs, ¶1). For example, if the

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