Walmarts Target Marketing free essay sample

Comparatively, the same figures apply to its main rival, Target. Demographically, Wal- Mart ensures that it positions itself strategically in the market by offering products that meet the needs of all the population segments. According to Dixon (2006), Wal- Mart’s target marketing has been based on the fact that different age groups’ demands are catered for sufficiently. Wal-Mart’s product ranges are more diverse than its main competitor, Target Stores. The products are normally categorized into groceries, household items, electronics, stationery, clothing among others. In electronics and apparels segments, Wal- Mart has products which fit every person in the society. As a result, the company has been able to attract many shoppers across the age groups. Statistically, records indicate that among five shoppers in USA, primary target market, who are 18 years above, more than four do their shopping at either Wal- Mart or Target, or both (Dixon, 2006). Evidently, Wal- Mart has managed to carry out sound inventory management by stocking products that are used by many people irrespective of their demographics or economic capabilities. We will write a custom essay sample on Walmarts Target Marketing or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page These products are provided both in the primary market and other foreign / secondary markets in its stores or through joint venture partnerships (Yahoo, 2009). Price discrimination is not a major market segmentation strategy used by Wal- Mart. Instead it charges relatively low prices and passes the savings on to its clients. In this scenario, Wal- Mart does not have a demographic based target marketing that is based on price differentials based on such demographic factors as income levels. As a result, Wal- Mart has managed to remain a dominant market player in all the areas where it operates. It has been the policy of the company to maximize the stocks turnover and reap more from the many units sold as opposed to a pricing strategy used by Target Stores that seeks to maximize unit margins. This practice is implemented in both primary and secondary markets served by Wal- Mart. However, for the purpose of understanding its customer’s behavior well, Wal- Mart has categorized them into different groups based on their shopping behaviors. There are low income customers who mainly buy specific and affordable products, the middle income who always go for lowly priced items and the affluent or the high earners who are very price sensitive. Due to the multifaceted nature of women’s shopping behaviors, Wal- Mart’s target marketing recognizes this fact. As a result, the management has put in place measures to capture the women market by offering alternative product ranges for teenagers, youths, young adults, middle aged and the aged. Accordingly, these strategies are aimed at meeting the needs of a selective segment as well definitive groups of female shoppers (Dixon, 2006). For example, the company has designed selected product ranges that are normally demanded by these groups like having over 1,200 different wine stocks, more stocking of organic and organic related products and variety of coffees. Target Stores on the other hand have not had such target marketing strategies though they also segment their markets on age and gender basis. As such, Wal- Mart strives to develop new products that meet the requirements of new markets while also striving to retain its regular customers. Finally, Wal-Mart’s as Target Stores has age based target marketing. In this kind of target marketing, the goods or products are classified acceding to the customers’ gender and ages. As such, Wal- Mart stocks toys and video games which are specifically meant for children. On the other hand, there are jewelries which are specially meant for women, wedding or fashion bogged youth. References Dixon, N. (2006).