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Essay on Website Analysis/Media Comparison Paper
Think of Wal-Mart offline, which carries general merchandise appealing to the masses. Do you know a single American who hasn't gone into a Wal-Mart store at some time in their life? Now that Wal-Mart is online they offer an even bigger selection and 'internet only' specials.
Wal-Mart's online experience is proof that success in the brick and mortar world doesn't create corresponding success in e-commerce.
Offline, Wal-Mart is a sprawling giant, the world's largest retailer. Its U.S. stores number 3,300 and it employs more than one million workers, which means about one out of every 300 Americans is a Wal-Mart employee.
"It's a real category killer," claims Gartner research director Geri Spieler, who says that that Wal-Mart's success is "what everyone is trying to compare to." Leveraging that success, Wal-Mart insists that any company that wants to be a supplier use the Wal-Mart EDI (electronic data interface). So Wal-Mart can replenish its stock - straight from wholesalers - faster than you can say "discount retail."
And the giant is getting bigger, Spieler says. Wal-Mart is expanding its line to include designer clothes like those sold in Old Navy, and building its new stores with the capacity to offer more groceries. Wal-Mart plans on opening 70 new super centers in 2003.
The company markets like the behemoth it is. According to Wal-Mart spokesperson Cynthia Lin, the company mails 90 million copies of its ad circular every month - meaning it's probably one of the most widely circulated publications in America.
Wal-Mart's key strengths
- A uniquely coherent and strong organizational culture
- A customer centric organization
- An efficient and IT-intensive logistics operation
- Increasingly seamless integration between Wal-Mart.com and the physical stores
It is true that online sale makes a small fraction of Wal-Mart's total sales but Wal-Mart always had a unique approach to its online business....
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