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Essay sample - Marketing module 1 Case Study
Pages 4 (1004 words)
Marketing Module 1 Case Study Name of the Writer Name of the Institution Marketing Module 1 Case Study Introduction The discipline of marketing involves creating goods and services that are of value to consumers and selling those goods and services to them at the right price, in the right quantities, at the right place and using the right quality standards…
This paper will be directed towards describing the target markets and market positioning strategies of two companies having products and services that are similar and belong to the same industry classification. In this respect I have chosen to compare and contrast Wal-Mart and K-Mart, two of America’s most well-known discount stores and indeed Fortune 500 companies worthy of global recognition. Interestingly both of these companies have been in operation for more than 40 years and have seen a lot of ups and downs in the corporate landscape. The Wal-Mart chain is the brainchild of Sam Walton who worked at J.C Penney’s before opening up his own store in Arkansas in 1962. Due to his outstanding success, the company quickly expanded to 24 stores across the state before going public in 1969. Today it owns and operates over 8500 stores in 15 countries under the Wal-Mart logo as well as other names (Frank, 2006). On the other hand, K-Mart was formed back in 1899 by Sebastian S. Kresge, who as a travelling salesman met and was inspired by Frank Woolworth, owner of the original discount store concept business that bears his name. K-Mart has also been reconstituted and changed its logo after coming out of bankruptcy proceedings in 2002. ...
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