Topic
Walmart in Europe
Instructions
You are required to choose an established brand and design a brand extension strategy.
Your brand extension strategy should focus on one of the following:
a) expansion into a new geographic market (e.g. a different region or country),
b) attracting a new demographic segment (e.g. a different age cohort),
c) entering a new retail market (e.g. from the online to the offline market, but not the other way, in other words you can only choose an online brand that seeks to have a physical retail space).
Your assessment should be based on secondary data and fact. It is mandatory that you select a brand for which you are able to collect the relevant secondary data (e.g. reports, industry documents, websites etc.).
You are encouraged to choose a brand that has not already been analysed in the recommended module textbook (Baines, P.; Fill, C.; Rosengren, S. and Antonetti, P. (2019). Marketing, 5e. Oxford: Oxford University Press).
If you decide to choose a brand where there is existing analysis available in the textbook, please show how your brand extension strategy is based on your own analysis and unique insight.
Answer preview
Walmart is a global leader in the discount and grocery stores in many parts of the world. While the company is mainly American, it has an international brand known as Walmart international which operates as a division of the mother organization utilizing the same trade name across various parts in the world. Despite the size of the company, it has not been able to penetrate the Eurozone which is one of the leading global markets in the consumption of the products which Walmart provides in the market. There has been success achieved by the brand in many parts of the globe but the European region remains largely under covered.
Word count: 3156