MKT501 MOD1 CASE1-Segmentation and Targeting

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Running head: SEGMENTATION AND TARGETING 1 Segmentation and Targeting: Wal-Mart versus Nordstrom for Women’s Business Suits Mikel A. Stovall TUI University August 16, 2011
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SEGMENTATION AND TARGETING 2 Segmentation and Targeting: Wal-Mart versus Nordstrom for Women’s Business Suits Established in 1962 by Sam Walton, the company became incorporated in 1969. Publicly traded and employing more than 2.1 million employees, Wal-Mart has 9,667 retail stores, including Sam’s Club warehouses, in more than 28 countries. Wal-Mart’s objective is to offer products at low prices so that consumers can enjoy a better quality of life. Fortune Global 500 has listed Wal-Mart as the world’s largest public corporation on the basis of revenue of 2008 (About Us: Wal-Mart). Alternatively, in 1901, John Nordstrom opened a Seattle-based shoe store called Nordstrom. Thereafter, Nordstrom expanded its shoe store to include apparel. Nordstrom’s is on Fortune’s “100 Best Companies to Work For” list (mynordstrom.com, 2011), is publicly traded, and has more than 200 locations (including Nordstrom Rack) worldwide. Nordstrom’s motto is to “offer the customer the best possible service, selection, quality and value” (About Nordstrom, 2011, p.1). Marketing Strategies Wal-Mart Wal-Mart's main marketing strategy is to keep prices low to attract more customers. The organization is committed to maintaining low overhead costs and depends more on quantity versus quality toward profitability. One of Wal-Mart’s positive attributes is that the company has many stores worldwide, thus enhancing customer attraction and sales. As the world’s biggest retailer, Wal-Mart is re-evaluating its half billion dollar advertising strategy along with its marketing image (Bianco & Zellner, 2003).
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SEGMENTATION AND TARGETING 3 For its namesake, the company runs ad campaigns in various high fashion magazines such as
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MKT501 MOD1 CASE1-Segmentation and Targeting - Running...

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