Wal-Mart Research Paper Example | Topics and Well Written Essays - 500 words - 1

Wal-Mart - Research Paper Example The competitors were using television advertisements to reach their customers, which was not effective because it was expensive. Wal-Mart obtained time in the television to display their products and to feature them at the low prices that make them very reputable (Soderquist, 2005). This worked because the customers knew the whole range of products and their prices when going to shop in Wal-Mart. Wal-Mart is very popular amongst the low and middle-class income earners. Wal-Mart targets the blue collar and the middle class shoppers who are not used to frequenting the big malls (Soderquist, 2005). This is because of the low prices that they offer to this group of people. Wal-Mart has opened up many outlets including in areas that are normally ignored by other retailers. It is also estimated that approximately quarter of those who frequent Wal-Mart do not have credit cards and are limited to using cash. This is a clear indication that most of the customers who frequent Wal-Mart are the low and middle-income earners. Wal-Mart is also the biggest shopping entity with more than 4,000 stores worldwide, which is twice more than the next competitors have. Wal-Mart, therefore, targets the people with limited financial abilities and those in remote areas whereas most of the competition seeks to impress the upper class members of the society (Blanchard, 2005). What image do they want to convey? Wal-Mart intends to show that it is possible to sell goods cheaply by reducing the costs of production. How do they attempt to position themselves in the minds of consumers in the market? Wal-Mart has positioned itself as the leading retailer in the industry. The low prices that they offer to consumers and ease of accessibility to the consumers are the factors that have made them to be the biggest retailer worldwide. What is their current image in the industry and in the minds of consumers? Most of the consumers