Wal Mart Stores IncSummaryExplores the marketing strategies employed by Wal-Mart Corporation and its efforts to compete in the "new" economy. Includes an assessment of Wal-Mart's expressed and apparent positioning and value proposition based on internal documents, public relations statements, web page, and advertisements. Includes an assessment of Wal-Mart's competitive position and strategy. Includes an assessment of Wal-Mart's marketing mix.IntroductionThe new economy, characterized by sophisticated technology, global communication, and "knowledge as a commodity" demands much from organizations that intend to remain competitive. Wal-Mart not only competes in its field, it dominates it. Wal-Mart is now the largest retail company in the world. According to Wal-Mart's website at http://www.walmartstores.com, the company's net sales totaled $191.329 billion for the fiscal year ending January 31, 2001. This makes Wal-Mart the fourth largest company in the United States. America. Wal-Mart Corporation's size and consistent profit generation make it a logical choice for studying marketing techniques used by successful companies. targeted marketing communications. (Hill and Rifkin, 1999)New economy: the way business is done, characterized by a dozen themes: a) knowledge as a commodity b) digitalization c) virtuality d) molecularization e) implementation network f) disintermediation g) hypermedia h) innovation i) customer as product designer j) immediate, k) global and l) discordant. (Tapscott, 1997) Organizational culture: A common perception shared by members of the organization; a system of shared meaning. (Robbins, 2001) Discussion Method To evaluate an organization's marketing strategies, we examine three distinct aspects of its approach to reaching the public. First, a review of the company's expressed or apparent position and value proposition is explored. This is accomplished through the use of various materials, including, but not limited to, internal documents, public relations statements, web pages, and advertisements. Next, a study of the company's competitive position and strategy is carried out. This includes the dimensions of...... middle of paper ......905-4Longo, D. (2001, October), ACNielson Unveils Wal-Mart Solution.Retail Merchandiser 41 10, 10Neff, J., ( 2001, August). Rivals shut out Wal-Mart. Advertising Age, 72 35, 8Neff, J., (October 2001). Private party at Wal-Mart. Advertising Age, 72 44, 8 Petzinger, Jr., T. (1999). The new pioneers: the men and women who are transforming the workplace and the marketplace. New York: Simon and Schuster. ISBN 0-684-84636-5 Robbins, S. (2001). Organizational behavior. Upper Saddle River, NJ: Prentice Hall. ISBN 0-13-016680-4Senge, P. (1994). The fifth discipline. New York. Motto Doubleday. ISBN 0-385-260905-4Sparks, D. (1994, December). Life after Sam. Financial world. 52-54.References (continued)Tapscott, D. (1997, November-December). Strategy in the new economy. Strategy and leadership. Treacy, M. (1995, September). Success through cannibalism. Marketing Magazine, 100. 17. United States Securities and Exchange Commission (2001), Form 10-K/A, WashingtionWal-Mart Stores, Inc., Hoovers Business Resource, 2002 ed.Wal-Mart Stores, Inc., Wal -Mart Stores Annual Report, ed. 2000. Wal-Mart Stores, Inc., Wal-Mart Stores Annual Report, ed.. 2001.