Wal-Mart

SWOT Analysis
Kara Groff
Table of Contents:
Overview....page 3
Strengths.....page 4
Weaknesses.....page
Opport!nities..................................................page "
Threats....page #$
%e&o''en(ations......page #)
%eferen&es..page #3
Student: Faculty Member:
Kara Groff *r. *avi( +. ,!rns
)$#- .leneay Ave. /avier 0niversity Marketing *epart'ent
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Overview
Wal-Mart was fo!n(e( in #7) ;y Sa' Walton when he an( his ;rother +a'es <,!(=
Walton opene( the first Wal-Mart *is&o!nt .ity in %ogers2 Arkansas. Sin&e then2 Wal-Mart has
grown to ;e the se&on( largest &o'pany in the worl(. >n the 0nite( States2 the &o'pany
in&l!(es Wal-Mart (is&o!nt stores2 S!per&enters2 1eigh;orhoo( Markets2 an( Sa'?s .l!;
wareho!se 'e';ership &l!;s. The &o'pany also has 'any international operations. Wal-Mart
is &onsi(ere( a variety store whi&h fo&!ses on low pri&es feat!ring apparel as well as har( goo(s2
an( has ;een &o''itte( to !phol(ing their ;asi& val!e of &!sto'er servi&e.
A(van&es in te&hnology have &ontri;!te( a great (eal to the growth of Wal-Mart. 3ighly
a!to'ate( (istri;!tion &enters were i'ple'ente( an( Wal-Mart was a;le to (rasti&ally &!t the
&osts of shipping an( (elivery ti'e. Sophisti&ate( &o'p!ter syste's were installe( to tra&k
inventory whi&h res!lte( in @!i&ker &he&ko!t ti'e an( reor(ering. More re&ently2 wire-less in-
store syste's have ;een !se( to in&rease &!sto'er servi&e. ,eginning in the early #77$s2 Wal-
Mart went to great lengths to in&rease their 'arket share. They intro(!&e( a f!ll line of gro&eries
into their stores2 (iversifie( their 'arket ;y appealing to &ertain ethni& gro!ps thro!gh ;iling!al
a(vertise'ents2 an( took steps to pro'ote the awareness of environ'ental iss!es.
.!rrently2 Wal-Mart has net sales of A)-.3 ;illion2 whi&h is an ##.B in&rease over net
sales of the si'ilar perio( last year 6<Wal-Mart .o'pany 5rofile= 48. ,!siness (e&isions s!&h as
&losing stores that were not profita;le2 an( eCpan(ing (!ring re&essions when &ons!'ers were
looking to (is&o!nt stores to save 'oney2 have 'a(e Wal-Mart?s !n(enia;le s!&&ess all the 'ore
o;taina;le. 3owever2 there have ;een negative feelings towar(s Wal-Mart as a retailing giant
;e&a!se of iss!es &on&erning wages2 heath &are an( the environ'ent.
3
Strengths
Wal-Mart has an a;!n(an&e of strengths whi&h is o;vio!s (!e to its in&re(i;le s!&&ess.
Wal-Mart is the largest e'ployer in the 0nite( States an( the &o'pany is one of the few pla&es
left for people to get a (e&ent Do; witho!t a &ollege e(!&ation. Wal-Mart also has the se&on(
largest net sales in the worl(. This in&re(i;le n!';er of sales is (!e signifi&antly to Wal-Mart?s
aggressive growth strategy. >n )$$3 alone they a((e( 4)- new stores all over the worl(. An
in&rease in &!sto'er (e'an( for S!per.enters en&o!rage( the &o'pany to a(( 42$$$ 'ore.
Overall they a((e( 4" 'illion s@!are feet of retail spa&e 6<Wal-Mart .o'pany 5rofile= 8. They
&an also attri;!te their large a'o!nt of sales to the fa&t that they have stores all over the worl(.
Their tr!ly glo;al presen&e is apparent in their operation of <aro!n( #23-$ Wal-Mart *is&o!nt
Stores2 #29$$ S!per.enters2 "- 1eigh;orhoo( Markets an( --$ Sa'?s .l!;s in the 0nite(
States2 with n!';ers &ontin!ing to growan( a;o!t #23$$ lo&ations in .ana(a2 MeCi&o2 the 0K2
Ger'any2 Asia an( So!th A'eri&a= 6<Wal-Mart .o'pany 5rofile= -8.
One of Wal-Mart?s &o'petitive a(vantages is their re'arka;le logisti&s syste'. They are
a;le to ship 'er&han(ise fro' any of their n!'ero!s (istri;!tion &enters in or(er to provi(e the
&heapest an( 'ost effi&ient ro!te. They even have their own (istri;!tion &enter for their online
or(ers. The invention of sharing sales (ata with s!ppliers thro!gh &o'p!ter progra's has
allowe( Wal-Mart to &onsistently keep their shelves sto&ke( with pop!lar ite's. Te&hnology in
general is an !n;elieva;le strength that Wal-Mart is a;le to invest in to i'prove their &o'pany.
3aving a we;site has allowe( for in&rease( sales all over the worl(. This not only provi(es
&onvenien&e for &!sto'ers2 ;!t with a logisti&s syste' like the one Wal-Mart has in pla&e2 online
or(ers have ;e&o'e a ;reeEe to fill.
4
Fven tho!gh Wal-Mart has ;een &riti&iEe( for their low wages2 they are a&t!ally (oing a
lot of goo( for lower in&o'e people. They &an save a fa'ily a;o!t A#2$$$ a year with their low
pri&es 6<Wal-Mart Stor'= 38. Wal-Mart &an ;eat o!t 'any &o'petitors with their aggressive
pri&ing strategy. They have the a;ility to &!t pri&es on so'e pro(!&ts2 s!&h as toys2 ;y thirty
per&ent in or(er to sti'!late 'ore sales. Wal-Mart has even ;een a;le to l!re in higher-in&o'e
&!sto'ers when they open store in 'ore !r;an areas. Sin&e Wal-Mart has ;e&o'e the nation?s
largest foo( retailer2 people fro' all in&o'e levels are shopping there for their ne&essity ite's.
They have even ;een working on a 'ore !ps&ale appearan&e of their stores to attra&t these
&!sto'ers. The servi&e that Wal-Mart offers to its &!sto'ers is a great a(vantage as well. They
have a strong i'age that it is a frien(ly an( helpf!l pla&e to shop where people are always
willing to 'ake yo!r eCperien&e a goo( one. The a((e( in&entives are the &onstant pri&e
roll;a&k2 as well as the store-within-a-store. A great (eal of Wal-Mart?s s!&&ess &an ;e
attri;!te( to the fa&t that the &o'pany was ;ase( on i(entifying2 knowing2 an( !n(erstan(ing
what eCa&tly &!sto'ers want fro' a retailer.
A few final strengths are linke( to the p!;li& &riti&is's that Wal-Mart has ;een fa&ing.
They are paying parti&!lar &lose attention to environ'ental iss!es an( have <vowe( to in&rease
!se of renewa;le energy2 re(!&e waste an( &arry environ'entally sensitive pro(!&tsWal-Mart
will soon ;e selling ;a;y &lothes 'a(e !sing organi&ally grown &otton an( has plans to i'prove
its tr!&k fleet effi&ien&y ;y twenty-five per&ent in the neCt three years= 6<Two 5!;li& %elations=
38. Wal-Mart has also re&ently ;een p!shing for a higher 'ini'!' wage2 a step that is
s!rprising to 'any other retailers in the in(!stry.
-
Weaknesses
>n the eyes of so'e of the general p!;li&2 Wal-Mart has weaknesses that affe&t not only
their i'age2 ;!t the lives of other people. So'e view Wal-Mart as a retailing giant that has taken
over the retail in(!stry. ,e&a!se of Wal-Mart?s low pri&es an( well-known na'e2 they have
;een a;le to &apt!re the sales of an !n;elieva;le n!';er of &ons!'ers2 an( have therefore 'a(e
it eCtre'ely (iffi&!lt for s'all retailers to s!rvive. Fthi&al shoppers2 those who are &on&erne(
with the well-;eing of s'all retailers2 are angry at the 'onopoliEing power Wal-Mart has ;een
a;le to gain in the past few (e&a(es. Most s'all shops have ;een for&e( to &lose (!e to la&k of
sales. So'e people ref!se to shop at Wal-Mart ;e&a!se of these iss!es. This poor i'age that
Wal-Mart has in so'e people?s eyes has taken a toll on its sto&k pri&e as well.
Many environ'entalists are &on&erne( with the large s&ale ;!il(ings that are not sensitive
to the environ'ent. These ;!il(ings also &a!se a pro;le' of traffi& poll!tion an( &ongestion
whi&h &an (a'age s'all &o''!nities. The e'ployees of Wal-Mart &an s!ffer a great (eal as
well. Many re&eive only poverty-level wages an( horri;le health &are ;enefits. 5ro;le's with
these health&are ;enefits lea( to e'ployees applying for p!;li& ai(2 whi&h in t!rn 'eans that
taCpayers are the ones paying for Wal-Mart e'ployee?s health&are &osts 6<Wal-Mart Stor'= )8.
Wal-Mart has ;een a&&!se( of (is&ri'inating against fe'ale e'ployees an( violating &hil( la;or
laws. ,e&a!se of these &riti&is's2 e'ployee 'orale has ;een (e&rease( as well.
Wal-Mart so'eti'es has a (isa(vantage in the lo&ation of their stores. Altho!gh Wal-
Mart has grown an( eCpan(e( a great (eal into the international 'arket2 they still (o not have a
large part of the F!ropean 'arket. They are only present in the 0K an( their &o'petitors are
gaining in the other s!rro!n(ing &o!ntries. Wal-Mart also nee(s to &onsi(er the &onse@!en&es of

pla&ing their stores too &lose together. >nstea( of in&reasing the vol!'e of pro(!&ts per store2
they open another one. Wal-Mart has alrea(y ;een fa&ing a pro;le' with a (e&rease in Sat!r(ay
store sales. A la&k of pro(!&ts2 as well as a (e&rease in the @!ality of the'2 'ay ;e attri;!te( to
this loss of sales. They have also ;een sai( to have poor presentation an( 'arketing of pro(!&ts
on the floor.
5ri&e (eflation is a serio!s (ile''a that Wal-Mart an( 'any (is&o!nt stores are fa&ing as
well. They often ;!y too '!&h of one pro(!&t an( then have to p!t it on sale or &learan&e in
or(er to t!rnover the 'er&han(ise. >nstea( of in&reasing sales with low pri&e( ite's2 Wal-Mart
is a&t!ally lowering their profits. .ons!'ers will only ;!y so '!&h of a parti&!lar pro(!&t2 even
if it is pri&e( low. Wal-Mart has a ten(en&y to oversto&k an( therefore re(!&e gross 'argins
when they sell pro(!&ts for re(!&e( pri&es.
Also2 after seeing (isappointing n!';ers2 Wal-Mart has repeate(ly sai( that their
&o'pany wo!l( have in&rease( earnings in the following @!arter. 0nfort!nately2 they have not
;een a;le to keep this pro'ise. Wal-Mart has a weakness in that they pro'ise !nrealisti&
earnings2 an( then (o not 'eet their eCpe&tations. This &a!ses their sto&k to &onstantly waiver.
Fven as the e&ono'y is rising2 Wal-Mart?s sto&k is not ne&essarily seeing an in&rease.
Ginally2 Wal-Mart &an have pro;le's with their fleCi;ility. <Sin&e Wal-Mart sells
pro(!&ts a&ross 'any se&tors2 s!&h as &lothing2 foo(2 or stationary2 it 'ay not have the fleCi;ility
of so'e of its 'ore fo&!se( &o'petitors= 6<SWOT Analysis= #8. These &o'petitors have the
a;ility to 'ake &hanges an( i'prove on a &ertain pro(!&t lines when the nee(s of their &!sto'ers
&hange. Wal-Mart2 however2 'ay have too '!&h 'er&han(ise an( not ;e a;le to fo&!s in on
se&tors that nee( to ;e i'prove(. They also 'ight not have the availa;le infor'ation2 reso!r&es
an( know-how to 'ake any &hanges.
9
Opportunities
Sin&e Wal-Mart is the largest retailer in the 0nite( States2 it has a very goo( opport!nity
to ;e&o'e the largest retailer in the worl(. They (o not always &arry a (iverse sele&tion of
pro(!&ts2 so they &o!l( eCpan( stores an( 'er&han(ise to attra&t 'ore &!sto'ers. An area that
&o!l( espe&ially ;e in&rease( is their '!si&al pro(!&ts. Wal-Mart (oes not &arry a large @!antity
or 'iCt!re of '!si&al pro(!&ts s!&h as instr!'ents2 an( these &an ;e high profit ite's. Their
i'age &o!l( ;e i'prove( if they fo&!se( on having &ertain pro(!&ts2 s!&h as .*s an( *4*s
availa;le on their release (ates.
Along the sa'e lines2 Wal-Mart &o!l( (iversify their store types. They have ;een
s!&&essf!l with i'ple'enting 1eigh;orhoo( Markets2 an( have even trie( a 'all store re&ently.
,y fo&!sing on a spe&ifi& target 'arket in a spe&ifi& area2 Wal-Mart &o!l( ;e the n!';er one
retailer for everyone. They alrea(y have the availa;le reso!r&es to try new store types in new
seg'ents. >t is also a logi&al step to in&rease an( eCpan( their &!rrent S!per.enters2 whi&h are
eCpe&te( to in&rease sales (ra'ati&ally in the f!t!re. <The reason it is eCpe&te( to (rive growth
so affe&tively is S!per.enters are &onsi(ere( eCtre'ely high growth stores2 'ore pro(!&tive
than s!per'arkets an( eCpe&ting to pro(!&e A-$$ in sales per s@!are foot= 6<Wal-Mart .o'pany
5rofile= "8. Wal-Mart <has yet to penetrate to 'any Fast an( West .oast foo( 'arkets that
o&&!py the top -$ 6foo( retailing 'arkets8= 6<1ew .o'petitors= #8.
Another great opport!nity is to i'prove on the areas whi&h they have ;een &riti&iEe(.
Wal-Mart has alrea(y anno!n&e( a new health &are plan whi&h wo!l( in&rease ;enefits to
e'ployees. They are very &on&erne( with &hil( la;or laws2 so they have sai( that they will pay
espe&ially &lose attention to their overseas s!ppliers an( their la;or pra&ti&es. Also2 Wal-Mart
"
has the opport!nity to work on i'proving the environ'ent. They have s!&h a large i'age that
any progra's they s!pport have the a;ility to pro(!&e tre'en(o!s res!lts. ,y working on
sol!tions to these &on&erns they &an help i'prove their i'age an( in&rease their 'arket share.
Wal-Mart is s!&h a 'aDor player in the retail in(!stry that its (e&isions &an have an effe&t
on the glo;al e&ono'y2 the environ'ent an( so&iety. They have the a;ility to slightly (e&rease
the pri&e of inflation ;e&a!se of their low pri&es. Also2 (!e to their low pri&es2 there is an
in&rease in wages in (eveloping &o!ntries. Gor the 0nite( States2 wages 'ay ;e low2 ;!t in other
pla&es where 'an!fa&t!ring goo(s is &heaper2 wages &an a&t!ally ;e &onsi(ere( high. ,y
offering Do;s an( in&reasing the wealth in other &o!ntries2 it is possi;le for a s!;stantial 'i((le
&lass to eCist there an( also in&rease Wal-Mart sales ;y having stores in those areas 6<Wal-Mart
Stor'= 4.
.ontin!e( international eCpansion is a h!ge strategi& opport!nity for Wal-Mart. There is
a&t!ally 'ore opport!nity for growth in (eveloping &o!ntries an( Asian 'arkets than there is in
the 0nite( States 6<4ariety Stores= "8. .reating allian&es an( li&ensing agree'ents are ways to
'ove into these 'arket seg'ents. Other growth opport!nities in&l!(e the >nternet an( i'prove(
s!pply &hain 'anage'ent thro!gh ra(io-fre@!en&y i(entifi&ation 6%G>*8.
7
Threats
>n or(er to keep pri&es low2 Wal-Mart has ha( to &!t &osts in other areas. This in&l!(es
s@!eeEing s!ppliers to offering their pro(!&ts at '!&h lower pri&es. This has (riven &o'petitors
to (o the sa'e2 whi&h is &a!sing profits to pl!nge (ownwar( (rasti&ally. A threat to Wal-Mart?s
i'age is the fa&t that for the few years after they open !p a new store2 the wages of that &o!nty
fall ;y three to five per&ent. Another threat is the rapi(ly growing &hain of *ollar General
(is&o!nt stores. These stores are a;le to open in s'aller areas where there are not eno!gh
&!sto'ers to s!pport Wal-Mart. The (eep (is&o!nt that is offere( at *ollar stores &o'petes
greatly with Wal-Mart.
The e&ono'y has a slight effe&t on Wal-Mart?s &!sto'ers. They have an a(vantage
;e&a!se the (o offer &heap pro(!&ts that appeal to people in the ti'e of a re&ession. 3owever2
'ost of Wal-Mart?s &!sto'ers (o not (ire&tly eCperien&e 'ost of the govern'ent?s atte'pts to
sti'!late the e&ono'y. Wal-Mart '!st work very har( to &o'pete in ti'es of !n&ertainty.
Another threat that Wal-Mart fa&es is ;ran(-na'e re&ognition. Altho!gh they &arry an( have
in&rease( their assort'ent of na'e ;ran( pro(!&ts2 'ost &ons!'ers sear&hing for na'e ;ran(
pro(!&ts will not look at Wal-Mart to fin( the'. Wal-Mart la&ks a (ire&t sales for&e to in&rease
sales2 whereas s'aller retailers are fo&!sing 'ore an( 'ore on this aspe&t therefore in&reasing
their &o'petition.
A 'aDor threat to Wal-Mart is the areas that they are eCpan(ing into 'ay not ;e easily
attaina;le. >t will ;e (iffi&!lt for the' to gain a goo( part of the 'arket share of har(-line
pro(!&ts s!&h as ho'e i'prove'ents. These areas have greater &o'petition an( Wal-Mart (oes
not have a &lear &ost a(vantage. >nternational eCpansion 'ay also &reate slow or ro!gh short-
#$
ter' growth. The international 'arket is pre(i&te( to have eC&ellent long-ter' growth s!&&ess2
;!t these earnings 'ay not ;e seen in the near f!t!re. Also2 Wal-Mart has h!ge eCpansion plans
that are very p!;li&. <>f these stores (o not open on ti'e2 or are s!;De&t to (elays an( ;!il(
iss!es2 then analysts? pre(i&tions will not ;e 'et an( share pri&e 'ay s!ffer= 6<Wal-Mart
.o'pany 5rofile= 78. On the &ontrary2 if Wal-Mart s!&&essf!lly 'eets all of its (ea(lines2
investors 'ay still ;e hesitant to invest in their &o'pany. >n the past2 when retailers 'eet their
eCpe&tations2 an( the e&ono'y is (oing well2 they ten( to !n(er perfor'. Also2 two of Wal-
Mart?s 'ain pro(!&t lines2 apparel an( foo(2 are very slow growth se&tors2 an( Wal-Mart?s
(o'inating position in the in(!stry 'ay 'ake investors ;elieve there is little roo' for the
&o'pany to grow.
Wal-Mart?s i'age has ;een serio!sly threatene( ;y the n!'ero!s a&&!sations of ;eing
<;a( for the &o!ntry= 6<Two 5!;li& %elations= #8. The (o&!'entary 'ovies that are ;eing
pro(!&e( &o!l( serio!sly h!rt the &o'pany?s sales2 espe&ially sin&e they are ;eing pre'iere(
right as the holi(ay shopping season is starting. The shopping eCperien&e so'e &!sto'ers have
at their store is also a threat to Wal-Mart. .!sto'ers are often &o'plaining a;o!t the long
&he&ko!t lines an( the ins!ffi&ient @!ality of the pro(!&ts that are offere(. On&e this i(ea is
sprea( thro!gho!t a &o''!nity2 it is (iffi&!lt to &hange the p!;li&?s opinion.
Also2 %G>* &o!l( possi;ly ;e a threat to Wal-Mart ;y r!ining relationships with
s!ppliers. This syste' pro'ises to (o a great (eal for s!pply-&hain 'anage'ent. 3owever2
there is always the possi;ility that te&hnology pro'ises 'ore than it &an a&t!ally offer. So'e
'an!fa&t!rers of low-&ost &ons!'er pro(!&ts 'ay not see the a(vantages of i'ple'enting s!&h
a syste' an( not want to &o'ply with Wal-Mart?s 'an(ate for the new syste'.
##
ecommendations
Wal-Mart has ;een eCtre'ely s!&&essf!l in the past2 an( has a very pro'ising f!t!re
ahea( of the'. 0nfort!nately2 there is always a negative si(e to s!&&ess. Gor Wal-Mart2 they are
fa&e( with opposition fro' people who are &on&erne( with the <little g!y.= The fa&t that Wal-
Mart has the a;ility an( reso!r&es to ;e s!&h a 'aDor &o'petitor in the retail in(!stry s&ares
so'e people. S'all stores in s'all &o''!nities2 as well as e'ployees2 target Wal-Mart ;e&a!se
they know it is a large &o'pany with the reso!r&es to (efen( itself.
>n or(er to i'prove its i'age in the eyes of these people2 Wal-Mart 'ay want to a((ress
these iss!es hea( on. Wal-Mart has alrea(y taken giant stri(es to ;e seen as a 'ore
environ'entally frien(ly organiEation2 as well as to in&rease the ;enefits of its e'ployees. They
sho!l( &ontin!e this approa&h2 possi;ly even 'ore p!;li&ly than other retailers in the in(!stry.
Wal-Mart &o!l( even start a &a'paign to help the <little g!y.= Sin&e they have s!&h a glo;al
i'pa&t2 any iss!e they raise will !n(enia;ly get a great (eal of attention. >n a &a'paign of this
sort2 Wal-Mart &o!l( fo&!s on pro'oting the other s'all spe&ialty stores in their &o''!nity.
They &o!l( help a(vertise for lo&al shops that (o not sell &o'peting pro(!&ts2 ;!t &o'pli'entary
ones. >nstea( of taking sales away fro' the'selves2 Wal-Mart &o!l( &hange their i'age to one
of a &o'pany that &ares a;o!t the &o''!nity.
Along with this2 Wal-Mart sho!l( fo&!s on their e'ployees. 5!;li&ly giving e'ployee
;enefits or rewar(s will in&rease 'orale as well as their i'age. On&e Wal-Mart has investe( in
their i'age in their ho'e &o!ntry2 they sho!l( also fo&!s on in&reasing their 'arket share in the
international 'arkets that they are not alrea(y involve( in. So'e other &o!ntries hol( the
greatest growth potential an( these areas sho!l( ;e serio!sly &onsi(ere( ;y Wal-Mart.
#)
eferences
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