Assignment on

Walmart Case Study

Spring 2020

Course Title: Marketing Management

Course Code: MKT 601

Submitted to:

Dr. Md. Shariful Alam (MdSA)

Associate Professor

School of Business & Economics

United International University

Submitted by:

Muhammad Kawsher Ahmad Khan

ID No: 112-163-049

Section: B

Master of Business Administration

School of Business & Economics

United International University

Date of Submission: May 30, 2020

 A. Covid 19 changing in the grocery, fast-food and dine industry.

Ans:
The COVID-19 crisis will prove to be a transformative moment in history. And its create
pandemic situation at Dhaka city in all over Bangladesh which create financial and food crisis at
middle class and lower middle and lower class are starving at food more then virus. Long after
the virus is behind us there will be far-reaching changes at every level of retailsome temporary,
others permanent. From consumer behavior to financial models, organizations must adapt to
weather the current storm.
Chaldal.com, the country's largest online grocery shopping venture, is getting so many hits on its
website that it has limited taking orders strictly to what it can deliver every day in Dhaka.In
recent times, traditional supermarket chains Shwapno and Meena Bazar have joined the fray,
providing more options to online grocery shoppers.Today, buyers place more than 30,000 orders
daily and 65 percent of the orders are generated from Dhaka and its surrounding areas,
Chittagong and Sylhet.The rest of the orders come from outside metros, according to data from
major operators.
With larger customer coverage andthe greatest number of outlets (60 outlets), Shwapno is
currently the market leader; serving approximately 35,000 customers daily on an average. There

is a chart - Light Castle Partners Primary Research

Now in this pandemic situation the grocery, fast-food and dine industry can follow the
differentiation marketing strategy for this situation to stay and give service to the customer.
The three paths are: Price-focused, quality-focused, and value-focused.
Price-focused retailers are characterized by having exceptionally strong price perception and average or
lower-than-average quality perception. They've chosen one or two things within quality to be good at —
like store cleanliness — and have sacrificed other areas of quality, like customer service or a less-
premium and diverse product selection. Instead, these price-focused retailers are re-investing their
profits to keep prices low. Examples of price-focused retailers are Walmart and Aldi, which both use
scale and other cost-containment practices, albeit in different ways, to win on price.

Walmart flexes its muscle when negotiating costs with national brand suppliers and limits marketing

Quality-focused retailers have exceptionally high quality perception and average or below-average price
perception. They have exceptional performance in nearly every area of quality underneath store
experience and products offered. As a result, they charge higher prices to cover the costs of offering
higher quality. These retailers, since they serve a smaller segment of the overall population, tend to be
less financially successful than price-focused retailers, grabbing less market share and experiencing
slower sales growth during the past five years but they have stronger emotional bonds with their
customers. For example, Wegmans is one of the most successful quality-focused retailers and ranked
number one in quality in the latest Retail.

Value-focused retailers have managed to earn above-average quality and price perceptions. Their price
and quality perceptions aren't as strong as the best price-focused or quality-focused retailers, but their
balanced offering gives customers superior value while differentiating them from other leading chains.
These stores are characterized by having non-traditional grocery formats and/or an exceptional private
label. In order to have great prices, these stores often have more limited grocery SKUs, allowing them to
maximize inventory turns, scale, and efficiency.

Ques no: 02

Ans:

1.Speed

Points of different: Speed is active soft drinks for consumers, Speed is the soft drinks is give
you more energy than any other brand because Speed claim that it has a higher level of caffeine.

Points of parity: Every soft drink has the same core benefit for their products, which is to satisfy
the thirst of their consumers as well as selling a non-alcoholic soft drink.

https://youtu.be/osoPWKzBedE

2. Toilet Paper
Everyone has toilet paper in their home. It’s a basic necessity with basic points of parity like:
 It needs to be made of a durable softwood fiber paper that won’t tear.
 The tube should fit standard toilet paper holders.
 It has to be flushable so it won’t clog the toilet.
Points of Difference :
Toilet paper recently found a great differentiator. They’ve leveraged an overlooked part of the
toilet paper roll – the tube. Fresh tissue has added a lavender fragrance to their toilet paper tubes.
Now we don’t need potpourri because our toilet paper is pulling double duty. This is a big
differentiator that comes from fresh tissue understanding of complementary products that are
used in the bathroom.

https://youtu.be/1t5Hy0l0dds

3.Walton Refrigerators

POPs of Walton Refrigerators:

1. Walton refrigerator & freezer ensure highest quality compressor. Reasonable rate
with world class quality.
2. Refrigerator ha maximum storage capacity and minimum noise level. Eye-catching
designs & colors.
3. A large Variety of models (34 Refrigerator models) available in market.
4. One year replacement guarantee & ten years compressor guarantee.
5. Swift after sale service.
6. Walton occasionally provides discounts on products to increase sales volume.
7. Walton products are available through executive distributions, dealers and plazas.
8. Strong distribution channels and customer service.
9. First service advantage.
10. Provide online buying facilities.

Points of differentiation (PoD) are the attributes that make your brand unique. It is the
company's competitive advantage. It is what a brand slogan should reflect.

PODs of Walton Refrigerators:

 1. Walton refrigerator consume low power than other brand refrigerators; this energy-
saving features ensure its better quality.
2. Application of world latest technology (i.e Nano Technology).
3. Condenser is made by 100 percent copper. v Innovative design.
4. Export quality product. v Easy to use which provide source of satisfiers.
5. Green house gas emission is very fewer than other refrigerators.
6. Every spare parts including door with different color are changeable & available.

https://youtu.be/I99-wwKVECc

4. Samsung

Points of Parity of SAMSUNG:

1. Try to launch new product.

2. Try to cover the gap in the market.
3. Try to gain competitive advantages (brand reputation)

Points of Difference:

1. Ultramodern product.
2. Humanizing the product.
3. Better user experience.

https://youtu.be/BrsDV7Nu3mM

5.Coca-cola

Points-of-difference
1. Distinctive taste profile.
2. Optimist, view of life.
3. Classic, iconic symbolism &imagery.
Points-of-parity
1. Contemporary.
2. up-to-date.
3. Refreshing flavor.
https://youtu.be/QU04hw2hoXg
3.Ans:

1. No. As my assumption Swapno cannot follow walmart strategy, because of in our country's people
income are not huge maximum are under poverty and now in this critical situation they can’t follow the
walmart. So at this situation they can attracted customers by providing low price and healthy way to
provide customers.

2. The three criteria that determine whether a brand association can truly function as a point of
difference or not are desirability, deliverability, and differentiability. Desirable to consumer
criterion were being missed here by moving aggressively to appeal to higher-income shoppers.
Because of in this epidemic situation no one going out side and no one buys without necessity.
So that we can say that desirability is the most important fact at this condition.

Appendix
1. https://databd.co/stories/organized-retail-industry-outlook-bangladesh-2077
2. https://www.cushmanwakefield.com/en/insights/covid-19/egrocery-and-grocery-industry-
changes

Thank you