Even though Wal-Mart is still the largest privately owned employer in the world with more than 360 billion dollars in sales, that fact does not keep the company from facing challenges from competitors for consumers’ hard-earned money. For over a decade, Wal-Mart has not been seriously challenged as the number one retailer in the world. Several things have weakened Wal-Mart’s dominance in recent years. Wal-Mart has had to battle negative publicity due to being accused of paying most of their associates a low income along with its avoidance to provide health insurance for most of their staff members because of Wal-Mart’s growing policy to hire most staff members as part-time employees. However, most of Wal-Mart’s competitors would be happy to have the minor issues that Wal-Mart deals with each year if they were making over 360 billion dollars in sales …show more content…
” (McMillon, 2018). When it comes to maintaining its retail dominance, both in America and overseas, Wal-Mart needs to look at the cultural differences between America, Europe, and Asia to identify what marketing techniques will work to keep its unquestioned brand loyalty. One example of a difference is that “In the U.S., Wal-Mart conquered the marketplace by offering "every day low prices" to penny-pinching, bulk-buying customers, but Chinese shoppers have good reason to look for quality first, bargains second after scandals involving tainted and mislabeled food. And Chinese shoppers seek fresh food daily because their tiny refrigerators don't give them room to stock up.” (Chicago Tribune, 2016). Additionally, the consumers in Europe and Asia did not grow up going to the retail giant’s huge brick and mortar buildings with their parents and grandparents like most American children did. Because of this, Wal-Mart has spent millions of dollars on marketing applications in an effort to place its name and products in front of this ever-growing