Abstract
The situation of WalMart, leader in the retail industry, can first be examined through a SWOT analysis which will allow us to determine the strengths, weaknesses, opportunities and threats of the market. Concerning this internal analysis, we notice various strengths of the market: Sam Walton's strategy (i.e. a good positioning, an interesting location of stores, a real culture in the firm, good partnerships, and a strategy of "everyday low prices"), the use of new technologies, a developed distribution system and a good marketing mix. At the same time, the weaknesses have not to be neglected: the bad image of WalMart considered as oppressive with its suppliers, the lack of advertisings to promote the firm and so on. WalMart has now become the most profitable firm in the discount retailing industry of the United-States. Thanks to their dynamism and their innovation, the firm's stores are cheaper than their competitors. Furthermore, Sam Walton created a real culture in his firm. By considering his employees as associates, he made them much more willing to work hard and to participate to the improvement of company sales. Nevertheless, WalMart has become a target for its competitors. During this period of globalization and of stagnant activity, how will WalMart sustain the company's phenomenal performance and maintain its first position in the retail industry in a context of globalization?
