MKT 322 Final Project Guidelines And Rubric Overview ✓ Solved

MKT 322 Final Project Guidelines and Rubric Overview The final

The final project for this course is a paper that will provide a detailed situational analysis of an international or global retail company. The project is comprised of a topic proposal, rough draft, the final paper, and participation in the final project discussion topic.

Main Elements To complete your project, you will choose a multinational retailer from the list below and write a situational analysis on the international retail operations of the company. A situational analysis is part of a marketing plan and includes information about the company, competitors, and collaborators. As part of the assignment, you will also complete SWOT and PEST analyses on the company you choose to focus on.

Choose one of the following companies for your term-long project: Wal-Mart, Tesco, Audi, Brooks Brothers, Dunkin’ Donuts, Versace, H&M, Zara, Carrefour, or McDonald’s. The final paper should include the following elements:

  • Company overview: This overview should include information about the objectives or goals of the company’s international retail division, a description of the product lines sold through the international retail division, and a description of how the company is performing overall and in the international retail division. It should also include the SWOT analysis completed in Milestone One.
  • Competitive analysis: In this section, review one or two of the company’s closest competitors in the international retail division and create an assessment of how your company compares to these competitors when it comes to product lines, distribution channels, pricing strategies, and marketing approaches.
  • Collaborator analysis: In this section, look at the third-party vendors or partners the company uses. These could include raw materials suppliers or inventory distributors. Describe the types of collaborators the company uses and identify potential challenges the company may encounter when working with international collaborators.
  • PEST analysis: In this section, discuss the international retail environment as it pertains to your company. This should include information on the political and regulatory environment, the economic environment, the social/cultural environment, and the technological environment.
  • Recommendations: Based on the situational analysis completed, make three to five marketing recommendations that your company should take under consideration in order to best meet the company’s objectives or goals identified in the company overview section.

Milestone One: Topic Proposal Format Your topic proposal should include a brief overview of the company chosen and specific insights into its international retail business. It should include a detailed SWOT analysis of your company, including the company’s strengths, weaknesses, threats, and opportunities. Milestone Two: Rough Draft of Final Paper Milestone Three: Final Paper This should be a complete, polished artifact containing all of the main elements of the final project. It should reflect the incorporation of feedback gained throughout the course. This milestone will be graded using the Final Product Rubric.

Milestone Four: Final Project Discussion Topic Presentation Share your final project in the discussion topic, following the same participation rules as all discussion topics, and give students meaningful feedback on their presentations. Please refer to the project description and scoring guide to review the guidelines for this part of your Final Project.

Deliverable Milestones Milestone Deliverables Module Due Grading 1 Topic Proposal Three Graded separately; Final Project Rubric 2 Rough Draft of Final Paper Five Graded separately; Final Project Rubric 3 Final Draft of Final Paper Seven Graded separately; Final Project Rubric 4 Discussion Topic Presentation Eight Graded separately; Discussion Topic Rubric Rubric Guidelines for Submission: Submit assignment as a Word document with double spacing, 12-point Times New Roman font, and one-inch margins.

Paper For Above Instructions

Introduction

In the diverse landscape of global retail, companies must adapt strategically to new environments while pursuing growth. This paper will analyze Wal-Mart's international operations, delving into its strengths, weaknesses, opportunities, and threats (SWOT) along with evaluating the external environment conditions through a PEST analysis. Moreover, it will compare Wal-Mart’s operations against its closest competitors and explore its collaboration with third-party vendors.

Company Overview

Wal-Mart, founded by Sam Walton in 1962, has become a frontrunner in both local and international retailing. With a vision to "save people money so they can live better," the company's international division expands its market presence through both physical stores and e-commerce platforms across several countries. As of 2022, Wal-Mart operates in 24 countries under 55 different names, effectively positioning itself as a global enterprise.

The company offers diverse product lines through its international retail division, spanning groceries, apparel, electronics, and household goods. Significant challenges, such as strong competition from local retailers and fluctuating exchange rates, have influenced the company’s overall performance. However, Wal-Mart's ability to streamline supply chain operations and leverage big data analytics to enhance customer experience has yielded positive results in international markets.

SWOT analysis reveals several critical aspects: the company's strengths include its vast network and strong brand reputation; weaknesses encompass issues related to employee satisfaction and criticism over labor practices; opportunities lie in expanding online services and sustainability initiatives, while threats include economic downturns and competitive pressures from companies like Amazon.

Competitive Analysis

Evaluating the competitive landscape shows that Wal-Mart’s closest competitors are Tesco and Carrefour. Tesco, a British multinational, competes on product variety and competitive pricing as well as by expanding its online presence. Whereas, Carrefour, a French retail giant, focuses on offering a localized shopping experience, catering to diverse consumer needs.

Wal-Mart stands out with its global supply chain efficiencies and lower pricing strategies derived from scale economies. In contrast, Tesco’s online grocery service has witnessed significant growth, a segment where Wal-Mart must improve further. Research shows that 45% of customers prefer online shopping for groceries, posing a challenge Wal-Mart needs to address urgently (McCarthy, 2022).

Moreover, both Tesco and Carrefour emphasize sustainable practices. This competitive edge forces Wal-Mart to innovate in sustainability as customer expectations evolve.

Collaborator Analysis

Wal-Mart relies on various third-party vendors including suppliers, distributors, and logistics partners to ensure its operations run smoothly across borders. Collaborations with prominent vendors such as Proctor & Gamble and Unilever allow Wal-Mart to maintain competitiveness through a robust product mix. However, working with international collaborators raises challenges, including differing regulatory requirements and sustainable sourcing practices, which can complicate supply chains (Smith, 2021).

Identifying and mitigating these potential challenges is essential to keeping the partnership effective. This requires a focus on building strong communication lines to navigate regulatory landscapes efficiently.

PEST Analysis

The international retail landscape poses several external factors impacting Wal-Mart's operations. The political environment remains crucial, with various countries imposing different tariffs and regulations that can alter cost structures significantly. For instance, uncertainty regarding trade agreements between the US and China has taken a toll on multinational retailers (Chen, 2023).

On the economic front, fluctuations in currency can affect profitability. Socially, consumers are gravitating towards socially responsible brands, demanding transparency in sourcing and production practices. Finally, the technological aspect highlights the rapid advancement in e-commerce, emphasizing the need for firms to continuously innovate their online platforms or face losing market share to competitors.

Recommendations

In light of the situational analysis conducted, the following marketing recommendations should be made to enhance Wal-Mart’s international operations:

  1. Enhance online grocery services to compete effectively with Tesco and Carrefour.
  2. Implement a comprehensive sustainability strategy actively communicated to consumers to shift perceptions about the brand's environmental impact.
  3. Invest in localized marketing strategies that cater to regional differences, ensuring that product offerings align with customer preferences.
  4. Strengthen collaborations with third-party suppliers to improve compliance with international regulations and consumer expectations regarding ethical sourcing.
  5. Further leverage data analytics to personalize customer experiences, refining product recommendations and inventory management.

Conclusion

Wal-Mart’s enduring international presence embodies a case of adaptation and resilience. Despite facing numerous challenges in the global marketplace, the strategic implementation of its marketing recommendations could bolster its international effectiveness. The foundation of a robust competitive edge exists with continuous innovation and aligning operations with consumer expectations.

References

  • Chen, L. (2023). Trade and Retail: The Impacts of Tariffs on Global Business. International Journal of Business Studies.
  • McCarthy, R. (2022). Online Grocery Trends in 2022: Consumer Preferences. Journal of Retail Marketing.
  • Smith, J. (2021). Collaborating in Global Supply Chains: Best Practices. Supply Chain Management Review.
  • Wal-Mart Stores, Inc. (2022). Annual Report. Wal-Mart Investor Relations.
  • GlobalData. (2021). Global Retail Trends Report. GlobalData Analytics.
  • Statista (2022). E-commerce Share of Total Retail Sales Worldwide. Retrieved from Statista.
  • IBISWorld (2023). Supermarkets & Grocery Stores in the US. IBISWorld Industry Reports.
  • Euromonitor International (2021). Retailing in the Global Market. Euromonitor Reports.
  • The Economist (2022). The Retail Revolution and E-commerce. The Economist.
  • Pew Research Center (2022). Trends in Global Retail. Pew Research Publications.

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