Ulster University London

Campus

Subject: MBA with Advanced Practice

Intake: January 2021

Module Name: Marketing

Module Code: MKT703

Submitted by

Student Name: Md Tafazzul Husain

Student ID: B00840960 (10133443)

Submission Date: 07 May 2021

 Marketing Strategies of Walton

Executive Summary
For this research paper I have collected qualitative data from the primary research which is

based on the of Walton marketing executives and secondary data from the previous report of

Walton. Primary data and secondary data have revealed STP which shows that they

segmented their customers according to income, and occupation, and their positioning

strategy is good quality product with affordable price range and they have targeted the

middle-class people as their customers. According to SWOT analysis they have enough

strengths to overlook the weaknesses and opportunities to overshadow the threats which is

quite a good thing to survive in the competitive market and be sustainable in long run which

will help Walton to get the competitive advantage.

Table of Contents
Organization Overview.....................................................................................................................4
Literature Critical Review.................................................................................................................5
Market Research Approach..............................................................................................................7
Findings.............................................................................................................................................8
Pestle Analysis..............................................................................................................................8
Competition................................................................................................................................10
SWOT Analysis............................................................................................................................10
STP Framework...........................................................................................................................12
Positioning Mapping...................................................................................................................14
Perceptual Mapping....................................................................................................................15
Marketing Mix (7Ps)........................................................................................................................16
Recommendations..........................................................................................................................18
Conclusion.......................................................................................................................................19
Appendix.........................................................................................................................................20
Organization Overview

Walton is one of the very known ruling private companies in Bangladesh. It has been serving

from 1997 in Bangladesh which produces hight Tech products in Bangladesh. Walton is a

close affiliation of Bangladesh. It is one of the largest high-tech products manufacturing

companies in South Asian region. Walton is now biggest Electronics, motors, Machineries,

service Provider Company of Bangladesh. Walton is the only Bangladeshi company who

operating business in this sector. The stability of Walton Company is better than any other

company in Bangladesh. They produce quality durable product and service with a reasonable

price for people of Bangladesh. They are gradually improving the value of product Day by

day. The availability of this product not only in also our country, but also it is found all over

the world. Walton creates positive impact on the life standard on the people of Bangladesh

while people found it in reasonable prices. Market share has been exceeding at 30% million

with 30% at the end of 2011 by Walton. There are the 120-chain shop of Walton around the

country so that customers every can have Walton products. It has best possible service in

Bangladesh. Though it does not promise of the standard services. But recently trying to

provide their services throughout the whole country through their outlets in Bangladesh. They

are working their best to provide the services to their customers to get the customer

satisfaction. With the growing number of populations in Bangladesh the family products

demand is also growing. 60% electricity available in the country show that if the electricity

we will do available the demand will increase again. Bangladeshi people are very price

sensitive they think about price first then they think about buying anything. This is why they
have set their pricing within an affordable range so that they can fulfil the demand of these

price sensitive customers. Domestic market is the main target of Walton but they are

gradually extending their market to Myanmar, Bhutan and their market to Africa. Walton has

the right to change / decrease / decrease for any reason, for any reason, due to the official

notification of such offers, for any reason, additional charge, value, validity time, product /

service features and any other offer etc. Such as change.

Literature Critical Review

We all are aware of the trend changing of marketing strategies in this modern era marketing

divided into two parts one is traditional marketing and another is the digital marketing which

created vast difference in the marketing strategies. Digital mediums are email, E- commerce

platforms, mobile marketing, social media marketing and so on. Trough the social media

platform and through digital marketing the marketers can get the vast number of audiences

and get the attention of their target markets.

And traditional marketing refers to the advertising through TV, radio, newspapers,

magazines, brochures word of mouth. Except word of mouth all the elements have old

fashioned. Now a day’s people spend more time on digital platforms such as social plat forms

so it is very important to choose wise media to promote the products and convey the message

of the products. Digital marketing has quick real time results where as traditional marketing

is time consuming regarding getting responses and feedback from the customers. Traditional

marketing is limited in terms of audiences whereas the digital marketing can have vast

coverage over the audiences. Traditional marketing has one-way communication whereas
digital media has two communication system. So, marketers are moving toward the digital

marketing nowadays. ( Educba,2020)

Walton maintains 100% compliance to its established and certified ISO 14001: 2004

refrigerators and air conditioners division, ISO 9 001: 2008 refrigerators and air conditioning

department and OHS 18001: 2007 certified word for successful occupational health and

safety management systems. Management, reduce the risk of accidents and ensure adequate

corporate reputation to ensure the quality of the product and lower the cost of production and

add up. (ISO 14001:2004& OHSAS 18001:2007)

Our strategic charity and Corporate Social Responsibility (CSR) efforts combine with our

core business and especially focus on sports and culture, technology and environment, which

emphasize on innovation in each of those areas. As the world leader in the consumer

electronics industry, Walton is fully committed for corporate citizenship and environmental

responsibility responsible for its products, its programs, its habits and its people. (An article

WALTON AT a GLANCE&CSR)

Walton has achieved the goal of doubling overall market share in the next 5 years. It has

successfully established itself as a customer-friendly and eco-friendly company. The sales

service has contributed immensely to the customer's mind in creating this image. (Report of

Walton's future prospects) On the way, Walton has earned domestic and global recognition

for proven track record in his experience and proven various electronics fields. Walton is the

pioneer in the development of state-of-the-art industrial design and modern technology

developing countries in multi-stored refrigerators, refrigerators, air conditioning, LED / LCD

televisions, motorcycles, smart phones and home accounts. Walton has established a

milestone as the largest exported Bangladeshi initiative for electronics, universal presence in
more than 20 countries and the presence of Walton will be confirmed in almost every country

in the world by 2020. (Based on the future planning of the report).

Market Research Approach

For the marketing research of Walton, I have used the both the method for the completing

this research paper. Though for this research paper qualitative method is more applicable for

collecting the data for the purpose of accomplish this research paper. Primary data has been

collected through interviewing the head of marketing department, promotion officers,

marketing executives, sales executives by questionnaire and oral conversation with the

marketing personnel of Walton. For secondary data from internet, magazines, annual reports

of Walton, newspapers and so on.

The rationale of this research paper that Walton uses a unique marketing strategy in this

competitive market to sustain in the long run to continue their business in the Bangladeshi

market. Their produce products and add value in those products so that middle class people

can afford that product and fulfil their desire with the minimum range of the price.

Through quantitively research method I came to know about their business strategies how

they set their marketing strategies such as why they have targeted the middle-class people as

their target market, and we came to know about their positioning strategies for getting the

attention of their target market so that their market can buy products from them and fulfil

their desire.

I came to know about how government helps them in sustain their business in the long run.

Walton's strengths, weaknesses regarding their competitors in the competitive market place.

Their quality products have won heart of the local market in Bangladesh with different
variation of products. They are now running out of unskilled manpower for their company

and lack of hight tech hardware for the improvising of their existing products. I came to while

the interviewing of the marketing head of about their different tactics to compete with their

competitors in the Bangladeshi market. They are currently trying expand their business wo

other countries as well to expand their market shares and revenue as well. They have created

scopes for many people to employ and face the unemployment problems which more often

faced by Bangladeshi people. Walton has to face political instability of the government which

create an unrest situation to run their business and it is one of the biggest threats in a country

like Bangladesh. Walton has to pay high duty fees in for importing the home alliance

machineries which lead to huge cost of products making. Still Walton is gradually gaining the

market shares and running their business in a developing country like Bangladesh.

Findings
a. Primary Research
Through primary research analysis I have found some results such as their targeting the
customers strategy, their positioning strategies and segmentation strategies how they segment
their customers according the demographic way and they targeted the middle-class people. I
have also found some political, social, technical, and economical factors are impacting their
business. I have also found some of their strengths, weaknesses through the SWOT analysis.
 b. Secondary Research
Pestle Analysis

Political Factors:

 High duty fee on imported home alliance products: In Bangladesh every home

alliance company has to pay high duty fee for imported home alliance products.

 Tax incentives on import of plant: Tax incentives in another important factor that

can affect the business negatively.

 Government Support: Government constantly support the home alliance companies

of Bangladesh. Without help of the government Walton can sustain the business in the

long run.

Economic Factors:

 Per Capita Income: Increase the per capita income affect the company positively

and helps to generate high revenue from this business.

 Growing GDP rate: High GDP rate also affects the business positively.

 Spending Power: Spending power of Bangladeshi has been increasing from last 2

decades which affects the business positively.

Social Factors:

 Changing life styles: Changing the life styles of mid-level income people has a

positive impact on the business.

Technological factors

 Improvements in Technology: The improvement of technology has made the cost

cheaper nowadays.

 Production Quality: Technology has made the production quality easier

Environmental factors:

 Manufacturing eco-friendly products: Walton tries to manufacture eco-friendly

products.

Competition
Walton's biggest competition is LG butterfly because they also sales home alliances in
Bangladesh because LG butterfly has been serving in the market last two decades. They have
been doing really well since they started in the market place, they are the number 1 brand in

market so, they are doing really well compared to Walton.

SWOT Analysis

Strengths Weaknesses

 Wider range of products: Walton  Shortage of resources: Bangladesh

is now producing much wider range has shortage of resources compared to

of products with amazing features the demand of the products and

according to the needs of the product features.

customers.  Unskilled Men power: Most of the

 Quality products within an employees of Walton are unskilled

affordable range: They have compared to the requirements.

quality products with an affordable  Lack of monitoring: Due to the lack

range, which no company can give of monitoring sometimes Walton

such products within an affordable faces the quality issues.

range.  Problem regarding software in

 Strong Local Customers: smartphones: Sometimes the

Bangladeshi customers have strong software upgradation creates issues

sentiment toward their local while using their smart phones.

products. They think that they  Low quality Hardware: Low quality

motivate the local brands rather than hardware is another problem for

any other brands. Walton has certain Walton, which is one of the major

fixed customers who love to buy issues now a days.

from them.  Poor Customers services: There are

 Knowledge of the market very few customer services compared

conditions: They have a very good to the demand of the customers.

knowledge of the local market. They

understand very well about their

customers. According to the per

capita income of the Bangladeshi

customers they have developed their

products.

 Usage of high technology: They are

very high technology to produce

their products and the market

demand of the customers.

Opportunities Threats:

 Employment Opportunities:  Political instability: Political

Walton has created many instability is one of the major issues

employment Opportunities for many in Bangladesh. Sometimes these

unemployment employees. instabilities hamper the business very

 Introduction to new products: badly.

They are inventing different types of  Unethical competition: In the

operation system such as ice cream Bangladeshi Market there are certain

sandwich, jelly beans and their new unethical competitions remain in the

operation system KitKat. market place.

 Increases of sales: They are selling  Changes in the Customer Demand:

different products in both cities and There are many companies running

towns. Through they can generate their business with different types

vast amount of revenue. products in this market place and the

market place has become very
competitive. So, the customer demand
 is continuously changing as well.
 Entry of new competitors: Entry of
new competitors is one of the main
problems nowadays. With the growth
of the market the number of
competitors is also increasing.

STP Framework
Segmentation

Customer segmentation is one of the most important aspects of the marketing strategy. To

develop any kind of any marketing strategy it is very important to develop the segmentation

strategy. In this process the total customers are divided into different segments such as

according to their region, age, behaviour, occupation and many more. Walton has focused

mainly on the demographic, geographic, psychographic and geo-graphic basis. Walton

segments their customers basically on the demographically. And their demographics based on

the peoples age and income. The segment customers on age basis such as older, younger and

adult generation. And they also their customers on their income as that is lower income and

middle-income group. For going further Walton should proceed with focusing more on the

demographic segment they should also import laptop so that students and minimum income

people can buy from them. They should focus on behavioural segment as well.

Target market strategies

Walton targets their customers in a different way. As they are not producing premium

products, they only target poor and older customers. This is why they offer smartphones in an

affordable price range for their target market to fulfil their basics requirements through a
 phone. They also produce the multimedia phones for those younger generation who wants to

fulfil their desire with an affordable range.

Positioning strategies

Positioning strategy is also an important aspect of the marketing strategy though their

strategy is very effective throughout Bangladesh for the further improvement they should

consider things. As the competition is getting higher in the Bangladesh market. They have

highly trained marketers to develop their positioning strategies. They have very unique way

to represent their products in the market place so that they get the attention of the customers.

Their positioning idea mainly describes about the products and quality within an affordable

range. So that they have an impact over the customers mind emotionally and rationally.

Positioning Mapping

High Price

Low High
Quality
Quality

Low Price
 Positioning mapping is the visual representation about what people think about the brand and
products. People think that people get medium quality products by lower price. For this
reason, Walton has increased their market share by providing quality products with minimum
price range.

Perceptual Mapping

High Price
Samsung

LG

Low High
Quality
Quality
Walton Singer

Low Price
People’s perception regarding company of home alliance products that Walton provides good
quality products rather than any other companies such in LG butter fly, Singer and Samsung

Marketing Mix (7Ps)

Products:

 Television

 Refrigerator

 Freezers
  Generator

 Motorcycle DVD player

 Mobile

 Microwave oven

 Washing Machine

 Iron

 Air Conditioner

Price: As Walton is targeting the middle-class families, they have set the price of the

products according to the income of middle level income people. They have their prices

lower comparted to their competitors to sustain in the market place.

Place: Walton mainly focuses on target distribution channel. They have set their distribution

channels according targeting market. They use their own transportation system to deliver

their products they have almost 120 outlet and almost 700 dealers of their own.

Promotion: They use a unique promotional strategy to sell their products. Their tagline

“Amader Ponno” reflect the vanity take be being able to sell home appliance manufacturing

in our country present Walton has TVCs are main target.

People: The service people of Walton are really well behaved with the customers. They try

provide best possible service to their customers and they feel disturbed to provide queries of

the customers.

Process: Their delivery and their service process are fast compared to the other Bangladeshi

local companies.

Physical Environment: The physical environment of their outlets is very well decorated and

well-organized people feel good in their out as they have almost 120 outlets in Bangladesh.
Recommendations
 Walton should give more emphasize on the marketing mix to sustain in the

competitive market place.

 They should maintain their quality of the products so that middle class people can

fulfil their desire with affordable range

 They important better quality so that people who cannot afford to buy laptop can buy

with an affordable budget.

 Walton should give more emphasize on their advertising strategies because it is one of

the most important aspects the marketing strategies to grab the attention of the

customer toward their brand generate more from that.

 They should introduce more product line with their existing brands so that people can

buy all the home alliance products from their company and people don’t have go any

international brands.
  To create brand loyal Walton should introduce more loyal program so that they would

be able to create brand loyalty as brand loyalty is the most important thing to

customer retention.

 They should reduce the price of the products more compared to their existing

competitors so that all the people of Bangladesh motivate to buy all the home alliance

products from their company.

 Proper monitoring of competitive dealers is very important for every company so

distributors of marketing executives should be quicker than the competitors.

 They should expand their target markets from middle class people to classes to people

so that they increase their market shares as well as the revenue.

 I would suggest Walton to make the price of the products stable because some

customers face various difficulties because instable price range of their products.

Conclusion
It’s been almost 2 decades Since Walton serving in Bangladeshi market. It has already

achieved the milestone as local brand in the competitive market place at the beginning they

started their journey with refrigerators. They have become much recognition and also have

become market pioneer in Bangladesh with unique segmentation, targeting so that middle

class people can fulfil desire with their affordable range. They continue to grow for the

further recognition and become the market leader so the people Bangladesh much prone to

buy from them not from any international brands. They are continuing to increase their

product to sustain in the long run in the market place.

Appendix
Questionnaire:

1. Do you get enough support from the Bangladesh government?

2. What is your target market?

3. How do you segment your customers?

4. Do you have any plan regarding expand your business outside Bangladesh?

5. Which company is your biggest competitor as of now?

6. Do you any further plan regarding your marketing strategy?

7. How does political factor is affecting your business?

8. What is business strategy to increase your sales?

9. Give me a brief idea about the overall situation about your company?

10. How do you ensure the total quality management of your overall operation?