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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 forced to pull out of other urban areas due to union intervention and employee wage increase concerns. Wal-Marts target marketing activities will have to be uniquely different and focused on customer’s items of value to succeed long term.
Developing a long-term market niche is complicated and difficult to implement. First, it must be incorporated into the companies marketing strategy. The marketing plan in turn defines a business strategy, which outlines objectives, develops policy and allocates resources to meet specific objectives...
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