| Title: | The Factors Influencing Walmart ’s International Marketing Strategy |
| Author: | Chen Haosen |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | Finance and Accounting |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.1216-1226) Click PDF |
Abstract
As the former retail giant, Walmart’s current intentional marketing strategy has failed to effectively respond to shifting market conditions and the competitive landscape. This has led to a continuous erosion of its brand’s competitive advantage, resulting in lackluster market expansion and sales growth. Consequently, the company has fallen behind its competitors in several key marketing battlegrounds. This study centered on a systematic analysis of the pivotal factors that determine the efficacy of its strategy, with the aim to explore the impact of cultural elements, digital construction and brand experience on international marketing strategy.
This study employed a quantitative research approach, targeting customers who had previously purchased products from Walmart stores in Nanning. A structured questionnaire was utilized to measure the impact of cultural elements, digital construction, and brand experience on international competition strategy. The distribution and collection of the questionnaires for this study were conducted from July 1, 2025, to August 1, 2025. A total of 465 questionnaires were collected, and 450 valid questionnaires were retained, resulting in a valid response rate of 96.77%.
The multiple regression analysis revealed a significant impact of cultural elements, digital construction and brand experience on international market competition strategy. To effectively develop international marketing strategy, this study proposed concrete recommendations based on data analysis findings, focusing on three core areas: adjusting the mix and intensity of cultural elements, enhancing synergy through digital channels, and crafting an enduring brand experience.
Keywords: cultural elements, digital construction, brand experience, international marketing strategy, Walmart
6617195744 Chen Haosen, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Factors Influencing Walmart ’s International Marketing Strategy , นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Finance and Accounting, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
