沃尔玛市场营销学习教案.pptx

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1、会计学1沃尔玛市场营销沃尔玛市场营销第一页，共58页。OutlineOutlineCompany profileCompany profileDevelopment historyDevelopment historyCompany cultureCompany cultureMarketing strategyMarketing strategyImprovementImprovement第2页/共58页第二页，共58页。Company profileCompany profileWal-MartStores,Inc.（NYSE：WMT）FoundedbySamWalton.In1962,i

2、nRogers,ArkansasHeadquarteredinBentonville,ArkansasWorldslargestpubliccorporationbyrevenue,accordingtotheForbesGlobal2000Wal-Marthas8500storesin15countries,with55differentnames第3页/共58页第三页，共58页。第4页/共58页第四页，共58页。第5页/共58页第五页，共58页。Development historyDevelopment history1962,SamWaltonwhowasthefounderandop

3、enedthecompanysfirstdiscountstoreinRogers.ArkCity1969,ThecompanyofficiallyincorporatedasWal-MartStoresInc.onOctober31.Sam Walton第6页/共58页第六页，共58页。The1970,markedthebeginningofsignificantgrowthforthecompany.ThefirstyearofthatdecadesawtheopeningofthefirstWalmartdistributioncenter.The1983,thefirstSamsClu

4、bopenedinMidwestCityOkla.Thesameyear,WalmartopenedstoresinIndiana,Iowa,NewMexicoandNorthCarolina.The1990,WalmartbecamethenationsNo.1retailer,enteringintoCalifornia,Nevada,NorthDakota,Pennsylvania,SouthDakota,andUtahandacquiringtheMcLaneCompanyofTemple,Texas.第7页/共58页第七页，共58页。Branchingoutfurtherin1991

5、,WalmartsteppedintotheinternationalmarketwiththeopeningofaretailunitinMexicoCity.OnApril5,1992,SamWaltonpassedawayatthe age of 74.Just weeks before,PresidentGeorge H.W.Bush presented him with theMedal of Freedom,the nations highestcivilianhonor,duringaceremonyatWalmartheadquarters.Theyearof1997,Walm

6、artbecamethelargestprivateemployerintheUnitedStateswith680,000associates第8页/共58页第八页，共58页。Asof2005,Walmartemployedmorethan1.6millionassociatesinmorethan6,200facilitiesaroundtheworldincluding3,800U.S.storesand3,800internationalunitswith$312.4billioninsalesfortheyear.第9页/共58页第九页，共58页。Thecompanyservedmo

7、rethan138millionweeklycustomersintheUnitedStates,Argentina,Brazil,Canada,China,CostaRica,El Salvador,Germany,Guatemala,Honduras,Japan,Mexico,Nicaragua,PuertoRico,SouthKoreaandtheUnitedKingdom.Viewthecurrentunitcountforeachcountry.OnApril10,2008,SamsClubcelebratedits25thanniversary.In2008,SamsClubope

8、ratedmorethan590locationsnationwideandmorethan100locationsinternationally.第10页/共58页第十页，共58页。The year of 2009,Mike Duke succeeded LeeScott as president and chief executive officer,effectiveFebruary1,2009.RankNo.1in2014LaunchedPaywithCashin2012第11页/共58页第十一页，共58页。Three Basic BeliefsRespect for the Indi

9、vidualEveryassociatesopinionisrespected.Managersareconsideredservantleaderswhohelpnewassociatesrealizetheirpotentialthroughtraining,praiseandconstructivefeedback.Companyculture第12页/共58页第十二页，共58页。Thecustomeristheboss.EverythingpossibleisdonetomakeshoppingatWal-MartandSAMSCLUBafriendly,pleasantexperie

10、nce.TheSatisfactionGuaranteedrefundandexchangepolicyallowscustomerstobefullyconfidentofWal-MartandSAMSCLUBsmerchandiseandquality.Service to the Customer第13页/共58页第十三页，共58页。Strive for ExcellenceWal-MartandSAMSCLUBassociatesshareanexceptionalcommitmenttocustomersatisfaction.Atthestartofeachday,storeass

11、ociatesgatherfortheWal-MartorSAMSCLUBcheerandreviewsalesfromthepreviousday,aswellasdiscusstheirdailygoals.第14页/共58页第十四页，共58页。Another culturesOpen DoorOurmanagementbelievesopencommunicationiscriticaltounderstandingandmeetingourassociatesandourcustomersneeds.Associatescantrustandrelyontheopendoor;itso

12、neofthemostimportantpartsofourculture第15页/共58页第十五页，共58页。Sundown RuleObservingtheSundownRulemeanswedoourbesttoanswerrequestsbythecloseofbusinessonthedaywereceivethem.Whetheritsarequestfromastoreacrossthecountryoracallfromdownthehall,wedoourverybesttogiveeachotherandourcustomerssame-dayservice.Wedothi

13、sbycombiningoureffortsanddependinguponeachothertogetthingsdone.第16页/共58页第十六页，共58页。10-Foot RuleThe10-footRuleisoneofoursecretstocustomerservice.Duringhismanystorevisits,SamWaltonencouragedassociates(employees)totakethispledgewithhim:IpromisethatwheneverIcomewithin10feetofacustomer,Iwilllookhimintheey

14、e,greethim,andaskifIcanhelphim.第17页/共58页第十七页，共58页。Servant LeadershipSamWaltonbelievedthateffectiveleadersdonotleadfrombehindtheirdesks.Itsmoreimportantthaneverthatwedevelopleaderswhoareservants,wholistentotheirpartnerstheirassociatesinawaythatcreateswonderfulmoraletohelpthewholeteamaccomplishanovera

15、llgoal,”Samsaid.第18页/共58页第十八页，共58页。TeamworkSamWalton,ourfounder,believedinthepowerofteamwork.Asourstoresgrowandthepaceofmodernlifequickens,thatphilosophyofteamworkhasonlybecomemoreimportantovertheyears第19页/共58页第十九页，共58页。Walmart CheerDontbesurprisedifyouhearourassociatesshoutingthisenthusiasticallyat

16、yourlocalWalmartstore.Itsourcheer,andwhileitmightnotsoundserious,wetakeitseriously.Itsonewayweshowprideinourcompany.第20页/共58页第二十页，共58页。Wal-Marts strategyWal-Marts strategyn nTraditionally,War-Marthasessentiallyhadalow-cost,highvolumestrategy.Thestrategyaimsatcustomersatisfactionthroughlowpricesandre

17、lativelygoodscustomerservice.Herearethebasicdetails.第21页/共58页第二十一页，共58页。Wal-Marts strategyWal-Marts strategyn nProduct:n n1.A wide variety of product.n n2.Purchasing localization.n n3.Developing their own brands第22页/共58页第二十二页，共58页。第23页/共58页第二十三页，共58页。Wal-Marts strategyn nPrice:Low pricen n1.the midd

18、le classn n meager profit but high turnover(薄利多销)n n everyday low price（天天平价）n n2:on salen n principles在定价时坚持两点原则：尽可能的低廉 仅仅高出成本一点(y din)。长期稳定的保持这种低价 即使是某些商品拥有某种垄断优势也不轻易改变）第24页/共58页第二十四页，共58页。Wal-Marts strategyn nPlace:USATarget groupLower locationSmall townChinaTarget groupHigh level Location downto

19、wnSupplychain(usesatellitestosupportthebackgroundinformationprocessing)第25页/共58页第二十五页，共58页。Wal-Marts strategyThe two model of supply chain1.Pushsystem.Makethemanufacturertobethecore,distributorpushingthegoodstocustomerslevelbylevel.2.Pullsystem.Thecustomersdemanddrovesupply.Thereisthehighconcentrate

20、dlevel,andhighreflectionlevel.第26页/共58页第二十六页，共58页。n nPromotion:Less investment in advertisingLess investment in advertising Public relations Public relations Make donations Make donations第27页/共58页第二十七页，共58页。Staff welfare policy Staff welfare policy n nProfit sharingn nEmployee buy stockn nDismiss in

21、terview systemn nPaid vacation and holidays第28页/共58页第二十八页，共58页。Customers Satisfactionn nThe Customer is kingThe Customer is kingn nService to Our Customers Service to Our Customers n nExceeding Customer Expectations Exceeding Customer Expectations n n(Customer bus in Kunming city)(Customer bus in Ku

22、nming city)第29页/共58页第二十九页，共58页。Others functional strategyn nFinancial strategyn nOperating strategyn nHR strategyn nR&D strategyn nInformation system strategy第30页/共58页第三十页，共58页。OperationWal-Martsoperationsareorganizedintothreedivisions1.Wal-MartStoresU.S.2.SamsClub3.Wal-MartInternationalThecompanydo

23、businessinninedifferentretailformats1.Supercenters2.Foodanddrugs3.Gengealmerchandisestores4.bodegas(smallmarkets)5.Cashandcarrystores6.Membershipwarehouseclubs7.Apparelstores8.Softdiscountstores9.restaurants第31页/共58页第三十一页，共58页。ImprovementImprovementInternational strategy1,ToexpandingabroadmarketsExa

24、mpleChinesemarketWal-martshouldbeEnhancingthestrategyoflocalization,butdontforgotWal-martscultures.Chineseproblems第32页/共58页第三十二页，共58页。Cooperation(1)TocooperatedbignetworkcompanyforonlineshoppingsuchasAmazon,eBay,alibaba(阿里巴巴,China)(2)ToestablishedtherelationshipwithMAERSK,UPS,FedEx,Panalpianandsoonf

25、orinternationallogistics.Toenhancedthepublicimage.Increasinginvestmentonpublicservice第33页/共58页第三十三页，共58页。To find out the new management talentMaintain the goods quality,increasing the service.To try the new expanding strategy“Fromcountriestocity”and“Expandingfromcity”第34页/共58页第三十四页，共58页。The EndThank

26、s第35页/共58页第三十五页，共58页。第36页/共58页第三十六页，共58页。第37页/共58页第三十七页，共58页。第38页/共58页第三十八页，共58页。第39页/共58页第三十九页，共58页。第40页/共58页第四十页，共58页。第41页/共58页第四十一页，共58页。第42页/共58页第四十二页，共58页。第43页/共58页第四十三页，共58页。第44页/共58页第四十四页，共58页。第45页/共58页第四十五页，共58页。第46页/共58页第四十六页，共58页。第47页/共58页第四十七页，共58页。第48页/共58页第四十八页，共58页。第49页/共58页第四十九页，共58页。第50页/共58页第五十页，共58页。第51页/共58页第五十一页，共58页。第52页/共58页第五十二页，共58页。第53页/共58页第五十三页，共58页。第54页/共58页第五十四页，共58页。第55页/共58页第五十五页，共58页。第56页/共58页第五十六页，共58页。第57页/共58页第五十七页，共58页。感谢您的观看感谢您的观看(gunkn)！第58页/共58页第五十八页，共58页。