Assignment Steps Resources: Strategic Planning Outline and Week 3 textbook readingsConduct an internal and external environmental analysis for your proposed new division and its business model.Develop a SWOTT table summarizing your findings. Your environmental analysis should consider, at a minimum, the factors below.For each factor, identify the one primary strength, weakness, opportunity, threat, and trend, and include it in your table. Include the SWOTT table in your submission.External forces and trends considerations:Industry ChangesLegal and regulatoryGlobalEconomicTechnologicalInnovationSocialEnvironmentalCompetitive analysisInternal forces and trends considerations:StrategyStructuresProcesses and systemsResourcesGoalsStrategic capabilitiesCultureTechnologiesInnovationsIntellectual propertyLeadershipCompose a maximum of 1,400-word to a maximum of 1,400-word synopsis in which you analyze relevant forces and trends from the list above. Your analysis must include the following:Identify economic, legal, and regulatory forces and trends.Critique how well the organization adapts to change.Analyze and explain the supply chain of the new division of the existing business. Share your plans to develop and leverage core competencies and resources within the supply chain in an effort to make a positive impact on the business model and the various stakeholders.Discuss the primary internal organizational considerations for the development of a strategic plan.Identify the major issues and/or opportunities the company faces based on your analysis. Format your assignment consistent with APA guidelines and writing guide for 400-level courses.??PLEASE USE THE UPLOADED FILE TO SEE MY PROPOSED NEW MODEL?? While I would strongly recommend that you all develop your own SWOTT table, this sample could clear up a lot of questions about what exactly I am looking for. Please, do not copy this paper on its entirety and pass it as your own. The sample papers are offered as reference only and copying them verbatim is considered plagiarism. The SWOTT must be tailored to your proposed new product or service from week 2. I prefer the SWOT findings to be presented in a table, but feel free to present the findings any format. I am also looking for laws and regulations that may affect your business. The legal and regulatory forces discussion is worth 10%, so make an effort to research the applicable laws and regulations that can affect your selected business. Make sure to cite any and all external references when used in the paper. Please see the syllabus for all the requirements. Please ensure to deliver one single artifact (paper) for this assignment. The SWOTT table must be attached to the paper. I will not consider any other artifacts for grading. The syllabus has a long list of internal and external forces that shall be considered when writing this paper. Not all forces will apply to every business idea. Use some of them as you find adequate for your selected product or service. As always, if you have any questions about this paper, please let me know. About the sample paper; please do not copy and paste it to your paper without making changes to it. You can certainly use the structure of the sample, but the content shall not be the same (I know this was stated above, but I want to make sure this is well understood).
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Strategic Plan Part 1: New Product or Service
December 10th, 2017
Prof. Victor DeJesus
Strategic Plan Part 1: New Product or Service
In the industry of retail trade, manufacturing, and sales distribution, companies that
understand the consumer market and competitive market will be able to adapt and ensure their
businesses’ vitality in the midst of competition. Wal-Mart is one of largest retail discount store
chains in the nation; which is ranked number one in the top ten Fortune 500 companies of 2015.
This type success does not happen by mere accident, but through their dedication to ensuring
supply chain management, analytic logistics, and technology innovation to maintain a successful
operation. However, to keep a position within the top ten, Wal-Mart must pursue innovation to
secure a perfect competition or oligopoly market to ensure competitive advantage.
This paper will examine Wal-Marts new Go-Zone Delivery product/service which is a
delivery service in online shopping with the retail chain. Next, we will then explore and identify
the target market for this new product/service. Provided explanation how GO-Zone Delivery will
address the needs of intended consumers and achieves competitive advantage. Then, explain
how Go-Zone Delivery division vision, mission, and values will align with the fundamental
mission and vision of the Wal-Mart Corporation. Also, synoptically describe how the vision,
mission, and values of Go-Zone Division will strategically provide guidance and director for the
division. Finally, translate the guiding principles and values for the Go-Zone Delivery division.
Wal-Mart Corporation Vision and Mission
Fundamentally, Wal-Marts success can mainly be traced to the roots of their mission and
vision statements set forth by founder, Sam Walton. Ferguson (2016), Walmarts vision
statement: To be the best retailer in the hearts and minds of consumers and employees
(Walmarts Mission and Vision Statements). In correlation with Sam Walton vision statement,
his mission statement emphasized a firm objective in offering the greatest level of customer
satisfaction. Ferguson (2016), Walmarts mission statement is Saving people money so they
can live better (Walmarts Mission and Vision Statements). Over the years, this futuristic
concept has become reality through Wal-Mart’s commitment to pursuing effective pricing
strategies with efficient supply chain management, vendor product discounts, and reasonable
profit margin. The firms focus on being a discount retail store that saves customers money has
peaked consumer because it conveys an interest in consumer economic well-being. Wal-Mart’s
mission of helping people save money creates a two-fold beneficial relationship which yields
Wal-Mart Go-Zone Delivery Service
Wal-Marts newly created product/service Go-Zone Delivery is a new technological
innovation that will offer consumers the benefit with shopping online or by phone app, and
receive products via home delivery or business. This product/service will be offered nationwide
at designated United States Wal-Mart Superstores and eventually globally. It will offer the
consumer a better convenience in shopping for grocery, electronics, appliance, clothing, and
much more at the flick of the wrist or fingertips. The service will offer accurate delivery tracking
for all online or phone app purchases, so consumers day or evening activities are not impacted.
Simply, select items, purchase products, and Go-Zone Delivery will do the rest. Never again wait
in long lines or pray for backup cashiers to come to rescue and check-out your purchases. GoZone Delivery is fast, convenient, and reasonable in cost.
Wal-Marts Go-Zone Delivery Service Division: Vision and Mission
In light of Wal-Marts corporate vision statement: To be the best retailer in the hearts
and minds of consumers and employees. Wal-Marts Go-Zone Delivery Division vision
statement is: To be the best and most reliable e-commerce retailer delivery service that
customers cannot live without.” Wal-Marts Go-Zone Delivery Division mission statement is:
To save customers money even in the technological age, and offer friendly convenience
wherever in the world.
The purpose, values, and mission for the new division Go-Zone Delivery Service not
only aligns with the fundamental mission and vision of the Wal-Mart Corporation; but serve as
apparatus of expansion and innovation into newer markets. The core of Wal-Mart’s vision,
mission, and values are customer connectivity, consumer product affordability, and positive
customer service. Wal-Mart must create innovation in agreement with the general environment
to be the best both in essence and nature with consumers and staff.
Therefore, Go-Zones vision, mission, and values will strategically provide guidance and
direction for the division in several ways. First, the core fundamental purpose of Go-Zone
Delivery is to service as an extension of Wal-Mart Superstore and ensure the best retail customer
service technologically. Second, Go-Zone is committed to the same pricing strategies of lowest
price even through online purchases. Third, Go-Zone principle will create a climate and
organizational behavior that consumers and employee will know their value any place and
anywhere. Finally, the vision and mission of this division will ensure direction to the systematic
logistic and supply chain management through facets of the delivery process. In this cause, the
consumer will receive their order in a timely and cost-effective manner; and employment as well
salary increase will elevate in this type of market.
Wal-Marts Go-Zone Delivery Service: Targeted Market
Wal-Marts will introduce the Go-Zone Delivery product /service to all consumers within
the market but specifically target Millennials and Generation X population. The demographic
and psychographic segmentation target market indicators show a market for males and females
between the ages of 18 through 40 years old that are lower, middle, and upper class working
people with a lifestyle trend rooted in 21st-century technology awareness. Soni (2016) says,
“Around 79 million people in the United States are Millennials. This population demographic
includes people born between the years 1977 and 1994. Since 2013, Walmart (WMT) has
increased its market share by 450 basis points among Millennial moms (para. 1).
Psychographic segmentation indicates that over 81% of the population utilizes online or
phone application for online banking, bill payments, entertainment, and food delivery which are
clear indicators of lifestyle trends followed by the majority of that demographic. Psychographic
segmentation further suggests that these intended consumers will be more likely to gravitate to
digital online grocery shopping and retail for their needs than ever before. According to Nielsen
(2015), ” Shoppers are growing accustomed to the benefits of digital in other retail settings and
are beginning to expect them in grocery as well. Savvy retailers are winning by leveraging
technology to enhance the shopping experience and meet consumers evolving desires. (ECommerce, Digital Technology and Changing Shopper Preferences Around the World.)
Currently, they are one of the leaders in business retail and consumer sales by utilizing many
technological innovations and savvy business evaluations to catapult themselves in the
In light of the geographic segmentation, Wal-Mart’s Go-Zone Delivery product/service
will target residential high-density urban areas within the United States for maximum coverage
area. These maximum coverage areas must target urban communities with multiple
subdivisions and high population traffic. Homeowner and renters within the property regions
should be working class.
Subsequently, the behavioral and demographic segmentations suggested that displays a
Millennials population is a hybrid type of consumer that seeks cost advantages, high levels of
customer service, one-stop convenience (Soni, 2016). Behavioral segmentation research further
indicates that user are already ordering grocery products online for home delivery by more than
55%, and willing to use these services in the future (Nielsen, 2015).
Strategic Planning for Wal-Marts Go-Zone Delivery
To determine the right Strategic Plan for Wal-Mart’s Go-Zone Delivery; the firm must
consider several questions that must be answered. First, does Wal-Mart existing e-commerce
shopping provide good indicators from the targeted Millennials and Generation X demographic
population?’ Second, Is behavioral practices of the targeted market present need to satisfy
culture trends for technological advances in online shopping loyal with Wal-Mart? Third, How
can we maintain the competitive advances in the technological age with this venture? Finally,
What is our product/service differentiation from other market structure competition?
Fundamentally, based on these questions posed previously, it is inherently critical to
under that the objective of strategic planning. The sole purpose of marketing research is to obtain
and render information that is informative and helpful in developing a fruitful marketing strategy
for seller and buyers relationships. Also to understand the environmental factor, as well as
competitors within the e-commerce market, will help Wal-Mart’s new division contend for the
Wal-Mart market structure is identified as an oligopoly market structure. To further
understand why Wal-Mart would receive this oligopoly market structure classification, lets
review some features of an oligopolistic market structure. Oligopoly markets structures are
comprised of several firms that compete in the same market industry, but there are a few
companies that can earn a profit over or above in a more competitive industry (Ruffin 2009).
Wal-Mart is also a capital-intensive retail discount store industry which has the tendencies or
characteristics of being oligopoly market structure.
As it relates to the barriers to entering this market, barriers to entry are limited due to
information cost, patents, franchises, and economy scales (Ruffin 2009). These sorts of entry
barriers to entry impede and inhibit new competitors from entering the market. Wal-Mart’s only
real competitor in their market are Target, Costco Wholesale Corporation, Best Buy, GameStops, Sears Corporation, Coulomb Technologies, Apple Inc., and Netflix; but they will be
limited due to grocery delivery edge of Go-Zone. Although Wal-Mart has competition, the
industries competitors are not diversified with multiple goods and service, which limits
In closing, before revenue can even be gain, Wal-Mart Go-Zone must assess the needs,
and competitive landscape when brainstorming for an effective plan. Wal-Mart must utilize
various research methods to gain vital Intel to transition from a conceptual idea to a fully
launched service. A confident decision should are made through strategic planning that is
tailored to meet the needs of the new consumer and alert about the general environment. When
this is accomplished, some dreams or brainstormed concept can become reality.
Boundless (2016). Boundless Marketing. Retrieved from
Ferguson, E. (2016). Walmarts Vision, Mission, Generic & Intensive Strategies. Retrieved from
Carter, B. (2016). 2015 Consumer Loyalty Statistics. Retrieved from
Kerin, R., Hartley, S., & Rudelius, W. (2015). Marketing (12th ed.). Retrieved from the
University of Phoenix eBook Collection.
Marketing Charts. (2016). So How Many Millennials Are There in the US, Anyway? (Updated.)
Retrieved from http://www.marketingcharts.com/traditional/so-how-many-millennialsare-there-in-the-us-anyway-30401/
Nielsen. (2015). The Future Of Grocery. Retrieved from
Ruffin, R. J. (2009). Oligopoly. Princeton: Princeton University Press. Retrieved from
Soni, P. (2016). Can Millennials Drive Higher Store Traffic At Walmart?. Retrieved from
Soni, P. (2016). Why Walmart And Kroger Are Seeing Market Share Gains In Grocery.
Retrieved from http://marketrealist.com/2016/03/can-millennials-drive-higher-storetraffic-walmart/
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