Bharti

1. What was the problem? Identify the strategic aspects of the marketing situation?

WAL-MART

In order to implement their business model in India Wal-mart has to face many challenges and come up with strategy to overcome it

- Indian retail market mostly contains of unorganised retail store which reflects Indian traditional buying behaviour

- Wal-Mart has to study different culture according to the geographic area and cater their needs accordingly

2. Why was the problem significant?

1. Unorganised Retail Store: Maximum of the customer in India still like to purchase products from small retail outlets or the unorganised retail outlets cause of the Indian culture and traditional buying behaviour.

The personal attention and the relationship built between the consumer and the retail owner cause of long period of existence also attracts customer towards such outlets

Free home delivery and facility like ordering products on telephone also give them competitive advantage.

2. Culture/ Demographic Factors: Indian culture differs with the change in geographic location and so does the taste, preference, buying behaviour etc. So Wal-Mart has to understand and research on these differences and cater to the need accordingly.

3. Competition from existing giants like Reliance, Tata: There is a stiff completion with existing giants like Reliance Store, Tata Croma, etc.

3. What information (i.e. qualitative or quantitative) does management need to know before addressing this problem?

Target Market: Wal-Mart has to study and collect information of the target market and make their strategy accordingly.

Location: Wal-Mart generally requires a huge amount of space and in India only suburb area are available where that much space is available. So Wal-Mart has to decide over the location so that the customer can access it easily.

Service: Wal-Mart should also take decision regarding the level of service provided because Indian customer prefer good...