Walmarts marketing strategy has positioned itself as a company offering products at the lowest price. Positioning strategy plays an important role in company’s success.

It explains the reason Walmart is known as an international retainer owing to its global reach that meets the customer desire for convenience. Segmentation refers to dividing population into groups according to certain characteristics, whereas targeting is associated with choosing specific groups identified as a result of segmentation to sell products. Here is the marketing strategy of Walmart analysed in detail.

The strategic positioning adopted by Walmart closely relates to its first component, while at the same time advancing its need to satisfy the needs of the second component in its vision statement. Walmart is the largest retailer in terms of revenues and number of employees globally. As per Porter’s definition of Strategy, Walmart was offering both value and low price to customers. Walmart segmentation, targeting and positioning is the core focus of Walmart strategic marketing. Walmart’s current positioning statement is as follows: ‘Among price sensitive customers, Walmart is the brand of a retailer that provides the convenience of one-stop shopping for everyday products at the lowest possible price, because of its operational excellence, inventory management, and logistic infrastructure’.