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Essay / Research Paper Abstract
This 18 page paper considers the position of Wal-Mart and their e-commerce operations. The internet sales have not matched the same success as the bricks and mortar operations. This paper looks at the strategic objective of the company the way that e-commerce can fit in with this, the strengths weaknesses opportunities and threats faced by Wal-Mart with reference to the internet sales and uses this to create an e-commerce strategy. The bibliography cites 10 sources.
Page Count:
18 pages (~225 words per page)
File: TS14_TEwalecom.rtf
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Unformatted sample text from the term paper:
not been as successful as their traditional strategy. This paper will look to determine what this is, looking at how they operate, their strengths and weaknesses along with the opportunities
and threats they face, in order to make a recommendation. 2. Executive Summary (Placed here at students request) Wal-Mart has a strong reputation for value in the traditional bricks and
mortar sector of retail. The internet has been more challenging, as seen with the decision to shut down the sale of apparel though this medium in 2001. The paper recommends
a strategy where there is leverage of the brand name through more specialised marketing and the e-commerce department is separated form the main Wal-Mart operation to increase independence, lessen the
learning curve and allow them to develop a specific e-commerce culture. The internet site can compliment the traditional stores but the separation will also prevent the migration of store customers
to the internet and will help increase overall sales. This could be very cost effective and profitable for the company. 3. Strategic Objectives There are several strategic objectives that are
seen with in the broad Wal-Mart strategy. To look at what these are we can consider the words of the founder of the company; Sam Walton and also the companies
own statements. Sam Walton said of this strategy that "The secret of successful retailing is to give your customers what they want. And really, if you think about it from
your point of view as a customer, you want everything: a wide assortment of good quality merchandise; the lowest possible prices; guaranteed satisfaction with what you buy; friendly, knowledgeable service;
convenient hours; free parking; a pleasant shopping experience." - Sam Walton (1918-1992) (quoted at Wal-Mart.com, 2004). The major mission of the company is to increase the market share as well
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