Lie 5, 2011
Skaitiniai šventadieniui (t.y. šventės dienai): “Wal-Mart” pozicionavimo bėdos
Kadangi Lietuvoje prekybos tinklai yra vieni didžiausių reklamos užsakovų, visiems susijusiems ir šiaip rinkodaros problemomis besidomintiems rekomenduoju straipsnį iš “Supermarket News” apie “Wal-Mart”. Ištrauka:
Today, Wal-Mart officials are addressing a business still recovering from a marked reduction in inventories and inconsistent positioning they cite as a root cause of the sales drain. Stated simply, when shoppers couldn’t find what they were looking for in a 200,000-square-foot store, they went looking for a new store. Wal-Mart’s pricing message in the meantime wavered between EDLP (Artūras: “Every day low prices”), a softer message around values, and hot pricing, while Supercenters transformed from decidedly dumpy to near elegant as the company built less and remodeled more.
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