Due to the growing competition between supermarkets is necessary in the application of new marketing strategies and the first who is the provost, he is the market leader. A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage (website n.d.). The world's largest retailer and biggest innovator in the use of marketing strategies is a Walmart (Burrow 2010). Wal-Mart is famous for its impeccable customer service. Moreover, Wal-Mart places high priority on cleanliness and quality of product lines. Wal-Mart has changed way of online marketing, using advanced techniques and impressive scales to become the largest supermarket in the world. Wal-Mart’s online marketing campaign covers all facets of strategy. However, However, the aggressive strategy is linked to the need to succeed and stay on top of the industry in retail. But an aggressive campaign will inevitably affect the company's image. Wal-Mart has been associated with a lot of negative information that directly affect their marketing strategy. Despite all the problems, Wal-Mart is the leader and the largest retailer in the world. Wal-Mart has a dominant position in the U.S., but also in other continents, the retailer has to compete with the local players, including with European companies that are a little lower on the number of Wal-Marts outlets. These big players are Tesco, Auchan, Carrefour, Aldi and others. Key factors in the development of retailers is the use of different types of marketing strategies, but are primarily used basic theories.
According to Doyle (2002), the “marketing mix” is the central task of marketing professionals. The set of marketing tools -product, price, promotion and place- is used by companies to achieve their objectives. As M.J. Baker (2003) states, the marketing mix is the only way to maximize customer’s satisfaction and it results in higher sales and market share.
To understand marketing mix is necessary to understand its tools. “These 4-Ps –Product, Price, Promotion and Place-, are the four key decisions areas that they satisfy or exceed customer needs better than the competition”(Jobber, 2001, p.13).
According to Jobber (2001, p.13), the product decision involves what goods or services should be offered to different groups of customers. The product is the vehicle used by companies to satisfy consumers’ needs and it should be always to orientated to consumer.
As Jobber (2001, p.15) says, the price is a key element of marketing mix because it represents on a unit basis what the company receives for the product or service which is being marketed. In other words, price represents revenue while the other elements are cost.
In accordance with Jobber (2001, p.15), “place” involves decisions concerning the distribution channels to be used and their management, the location of outlets, methods of transportation and inventory levels to be held. To sum up: “Distribution and place” answers the question: “Where would our customers expect to find our products or services?”
Supermarkets are in a highly competitive market, and they need to make