Environmental Factors And Marketing
Environmental Factors and Marketing Decisions
Will a successful marketing plan in one country work in another country? This is unlikely to occur due to many different cultural, political, economic, technological, and competitive environments. Marketing mixes require adjustments to meet local conditions and companies that understand these environmental factors can create advantages when positioning their products or services. Wal-Mart is a global organization and uses market research to understand the market environments before making marketing decisions.
Introduction
Wal-Mart operates over 6,100 stores worldwide, employs 1.8 million associates, and operates in 15 different countries (Annual Report, 2006, p. 12). Lee Scott, Chairman and CEO stated, "Today, we find ourselves operating 2,285 international stores, buying products from 70 countries, and doing 20% of our business abroad. Wal-Mart's marketplace is clearly the world" (Annual Report, 2006, p. 13).
Wal-Mart......
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Approximate Word Count: 1255
Approximate Pages: 6 (250 words per double-spaced page)
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