Just as students do their homework for a good grade, so must companies by developing
sound strategic marketing plans. In business the bottom line is about revenue and how to
increase revenue for the shareholders. However, your market strategy and plan can be the
difference between success and failure. Let me start by defining two of the more popular
marketing strategies, mass and targeted. Mass marketing is a marketing philosophy which
the seller views the market as a homogeneous whole, and, therefore, has only one
marketing program (the same product, the same price, the same promotion and the same
distribution system) for everyone. Whereas, a target market is that particular segment of a
total population on which the retailer focuses its merchandising expertise to satisfy that
submarket in order to accomplish its profit objectives. Target marketing is also known as
niche marketing. I am asked whether, instead of or in addition to the markets it currently
serves, should Wal-mart serve the following markets: African Americans, the Affluent,
Empty Nesters, Hispanics, Suburbanites and Rural Residents? My short answer to this
question is yes, with a continued focus on their niche customers the suburbanites and rural
residents. Moreover, the African American, affluent empty nesters, Hispanics populations
would require focused target strategies (differential) to satisfy their specific wants/needs.
ACNielsen defines micromarketing as, “the art of targeting customers at the account and
store levels by matching marketing efforts to the characteristics of shoppers at specific
stores.” In other words, micromarketing is all about tailoring and customizing product
assortment, shelf placement, pricing, services, trade promotions, even store layout and
design to appeal to and satisfy the needs, demands, and expectations of consumers in a
stores trading area (the area around a store in which it competes for business). (Copper,
1997). I will prove my argument by demonstrating that Wal-Mart can and must practice
both mass and target marketing approaches to continue their superiority in the industry.
Furthermore, Ill provide specific Target Market examples for each new segment.
Wal-Mart has experienced many obstacles during its expansion into the urban market. To
get there, the company is experimenting with a pair of separate-but-equal endeavors. Its
making nice with urban politicians and anti-Wal-Mart activists through a new ad campaign
that touts its improved health insurance policy and charitable giving programs. At the same
time, its adding upscale goods to draw in a wider shopping audience interested in more
than rock-bottom prices. (VanRiper, 2006). Even with this strategy Wal-Mart has been
