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Wal-Mart Case Review - Economics

How is Wal-Mart able to sustain its economic profit in the face of intense competition?

In an article by Burt Helm from Business Week Online, March 28, 2007, Wal-Mart CEO: “I’m not a big fan of marketing”. He later said he meant just “advertising,” but that’s what Chief Executive Lee Scott replied when I asked him what he expected from the upcoming ad campaign, and how the company planned to get shoppers to buy items like apparel (Business Week Online, 2007). The CEO goes on to He started things off with a harsh assessment of last year’s plan to get more of the 137 million Wal-Mart customers interested in items like apparel and home goods. "We're defined by our customer, not by us...We found we can’t wake up and try to do something new and not earn it,” said Scott. He continued: “You couldn’t have spent enough marketing on Wal-Mart apparel last year.” He said he that though they went “too far, too fast,” they hadn’t altogether abandoned the strategy.......


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Approximate Word Count: 1066
Approximate Pages: 5 (250 words per double-spaced page)

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