Walmart Logo


We all have to shop, and that’s the reason we visit the markets, but 1 day someone developed the thought of creating a location to purchase practically everything and at a reasonable price, that person was Sam Walton and that place was called Walmart.

Walmart is an American multinational that markets and operates as a good chain of hypermarkets, large discount retailers, and grocery stores. Headquartered in Bentonville, Arkansas, the business was founded by Sam Walton in 1962.

It operates beneath the brand ” Walmart ” in America, Canada, Mexico, and Central America, as ” Asda ” in Britain, as ” Grupo Seiyu ” in Japan, and as ” Best Price ” in India. It has got wholly-owned businesses in Argentina, Chile, Brazil, and Canada. In addition, it owns and operates Sam’s Club retail stores.

FACT : Walmart is the company with the highest income on the globe, almost half of a trillion us dollars a year, and also the most significant private employer in the world with 2.3 million staff relating to Forbes magazine. This is a family business , since all of its wonderful partners are part of the Walton family.

Sam Walton’s heirs own a lot more than 50 per cent of Walmart through their portfolio firm, Walton Enterprises, and through their personal holdings. Walmart can be the most beneficial company in the world by market worth and can be the most significant food merchant in the USA.

A little history

In 1950, Sam Walton bought a Luther E. Harrison store in Bentonville, Arkansas, and opened up Walton 5 & 10. As a result, the location of Ozark Mountain, of 2,900 residents, would end up being the headquarters of the largest retailer in the world. At some time, Sam Walton made a decision to accomplish higher product sales volumes by keeping rates less than his competition by substantially reducing his individual profit margin.

First Walmart Store
First Walmart Store

Inspired by the successes of various other discount chain shops, he opened up the second retail store in Harrison, Arkansas, that same year. In charge of purchasing and preserving the signage, Walton’s associate Bob Bogle was the main one who recommended the brand “Wal-Mart” for the brand new chain.

This name was a play on words between Sam’s last name, “Walton,” and the term market in English, “Mart,” that’s, “Walton’s Mart” or “Wal-Mart”.

Sam Walton
Sam Walton in 1938

By 1967, the business already had 24 stores throughout the state of Arkansas and had reached $ 12.6 million in sales, and by 1968, the business opened its first shops beyond Arkansas, in Sikeston, Missouri, and Claremore, Oklahoma.

The first distribution of shares in the business occurred in May 1972 at a market price of $ 47 per unit. At that time, Walmart managed in five states: Arkansas, Kansas, Louisiana, Missouri, and Oklahoma, and extended to Tennessee in 1973, and Kentucky and Mississippi in 1974.

As the business extended into Texas in 1975, there have been 125 shops with 7,500 associates, and total sales of $ 340.3 million, meaning the business enterprise was thriving almost right away.

In 1977, Wal-Mart extended into Illinois and made its initial corporate acquisition, overtaking the ownership and operation of the Mohr-Value stores, which operated in Missouri and Illinois. This is accompanied by the acquisition of the Hutcheson Shoe Company in 1978. At the same time, in addition, it branched out into countless new market segments, launching its chain of drugstores, auto service centres, and jewellery divisions.


The years of the 80s and 90s

In 1981, Wal-Mart expanded into the southeastern USA market, opening stores in Georgia and SC, and acquiring 92 Big K stores from Kuhn. After that, it extended to Florida and Nebraska in 1982. In April 1983, it opened up its primary Sam’s Club store, a membership-based price reduction warehouse club, in Midwest City, Oklahoma.

In addition, it expanded to Indiana, Iowa, New Mexico, and North Carolina and implemented the “people who meet people” approach in each of its stores. The first store in Virginia opened up in 1984. In 1985, with 882 stores and revenue of 8.4 billion and 104,000 associates, the business extended to Wisconsin and Colorado, and the first of all Minnesota stores opened in 1986.

Walmart Store in Minnesota

For the company’s 25th anniversary in 1987, offices were created to track inventory, revenue, and send instant communication to stores. Continuing its technical advancements, 90% of its stores were built with barcode scanners in 1988. In February of this same time, the business’s founder, Sam Walton, resigned as CEO, and David Glass was appointed to succeed him.

Walton remained just as Chairman of the Corporate Board of Directors and the business as well restructured its senior operations positions, elevating a cadre of executives to positions of greater responsibility.

Also in 1988, the first Wal-Mart Supercenter was opened in Washington, Missouri. The supercenter concept offered most of Walmart’s content material in a large discount store, and also a tire and oil change store, optical centre, one-hour photo processing lab, portrait studio, banks, mobile phone stores, nail and pedicure salons, video rental stores and fast food stores.

Sam's club
Sam’s club

By that time, Wal-Mart had been the most successful retailer in America, although it didn’t outperform K-Mart and Sears regarding the value of items purchased until the late  1990s or early 1991. Walmart operates in 27 states and it extended to Arizona, Michigan, Ohio, West Virginia, NJ, and Wyoming.

In 1990, it extended to California, Nevada, North Dakota, Pennsylvania, Southern Dakota, and Utah. The Walmart Visitor Center also opened this year on the original site where Sam Walton’s first store was founded.

The 1990s ushered in an era of furious growth on an unprecedented scale for Walmart and saw the incorporation of various new ideas and technologies into the business. In 1990, its sales within the United States quadrupled to $ 32 billion. Walmart acquired The McLane Company, a foodservice distributor, which was later resold to Berkshire Hathaway, Warren Buffet’s company, in 2003.


In 1991, the business extended into Connecticut, Delaware, Maine, Maryland, Massachusetts, New Hampshire, and NY, along with other parts of the world with the starting of its initial store beyond America in Mexico City. It also obtained Western Merchandisers, Inc., of Amarillo, Texas, and released the Sam’s American Decision make of consumer products.

On March 17, 1992, the President of the United States, George HW Bush, awarded Sam Walton the Presidential Medal of Freedom.

Walton died that same year, on April 5, and his eldest son, S. Robson Walton, succeeded him as chairman of Walmart’s corporate board of directors on April 7. By this year, the company had a presence in 45 states and ended up expanding into Idaho, Montana, Oregon, and Puerto Rico.

Sam Walton
Sam Walton receives presidential medal of freedom

In 1993, Walmart’s international division was formed with Bobby Martin as its president. The company also expanded to Alaska, Hawaii, Rhode Island, and Washington. Its stores also hit the billion-dollar mark in one week in December 1993.

In 1994, the National Advertising Review Board questioned Walmart’s motto, “ Always the Low Price. Always, ”arguing that it implied that Walmart rates were always the lowest and may mislead some buyers. In response, Walmart followed a fresh slogan, ” Always Low Prices, Always .”

Code Adam logo.
Code Adam logo.

Also in 1994, the Code Adam program was instituted in all Walmart stores, this was a pioneering program that was applied when children got lost in the huge sheds where Walmart stores operated and took its name in memory of Adam Wash, a child who was abducted from a Sears store in 1986 and found dead two weeks later in the small town of St. Lucie County, Florida.

In 1995, Walmart had 1,995 discount stores, 239 Supercenters, 433 Sam’s Club, and 276 international stores with sales valued at 93.6 billion, and 675,000 associates. Walmart expanded into the last missing US state, Vermont, and also expanded into South America, with three new units in Argentina and five in Brazil.

The company entered the Chinese market in 1996 through a joint venture or strategic alliance agreement with a Chinese company. In 1997, Walmart replaced Woolworth as the Dow Jones Industrial Average and was the first year its annual sales surpassed $ 100 billion, with total sales of $ 118.1 billion. Also this year, they acquired 21 Wertkauf stores in Germany and introduced their OneSource nutrition centers.

In 1998, the neighbourhood market concept was introduced in three stores in Arkansas. Stores Neighborhood Market is predominantly grocery stores and is designed to attract customers with more spacious parking, less crowded aisles, and check-out faster compared to an average supermarket. Internationally Walmart entered South Korea acquiring 4 stores operated by Korea Makro.

Also in 1998, Walmart launched its Wal-Mart Television Network, an extensive in-store advertising network that featured commercials for products sold in stores, also broadcast concert clips and music videos, trailers for upcoming movies, and news.

The Asda chain in the UK became a subsidiary of Walmart in 1999 and is the second-largest chain in the UK after Tesco.

The arrival of the 21st century

The business was going from strength to strength and he entered the year 2000 prepared to face virtually any crisis. Lee Scott was named president and CEO, and US sales increased to $ 156 billion since 1995. That same time, Walmart was rated 5th by Fortune magazine on its Global All-Stars list of Most Admired Corporations, and in 2003 and 2004 as the utmost admired enterprise in America.

In 2002, Walmart entered the Japanese market by acquiring a minor stake in Seiyu Group, which would become a wholly-owned subsidiary in 2008.

Walmart Seiyu Group

A moment that would mark a milestone for Walmart

In 2005, Walmart had sales of $ 312.4 billion, more than 6,200 installations worldwide, including 3,800 stores in the United States and 3,800 international units, and more than 1.6 million employees. Approximately 138 million customers visited Walmart stores each week around the world.

His corporate philanthropy efforts also helped alleviate the ravages of hurricanes in the United States, providing $ 18 million in donations. Through a purchase of shares in Central American Retail Holding Company (CARHCO), Walmart also entered Guatemala, El Salvador, Honduras, Nicaragua, and Costa Rica.

On May 22, 2006, Walmart announced the sale of its 16 stores in South Korea to Shinsegae Co, which renamed them E-Mart. Also, on July 26, 2006, Walmart announced a complete withdrawal from the German market; all 85 existing stores were sold to Grupo Metro, which changed the brand of most of them to Real (hypermarket).

On September 12, 2007, for the very first time in 13 years, Walmart introduced fresh advertising with the slogan “Save Money. Live Better ”. It commissioned Global Insight for the advertisements, and the statement mentioned that as of 2006, the merchant saves American families approximately $ 2,500 annually (7.3% from $ 2,329 in 2004).

“Save money. Live Better.” Walmart Slogan

The brand new research discovered that the decrease in price levels because of Walmart led to savings for consumers of $ 287 billion in 2006, equal to $ 957 per person and $ 2,500 per household.

On June 30, 2008, Walmart unveiled the business’s new logo, which stylized the brand as “Walmart.” A spark, a symbol chosen to stand for Walmart associates, replaced the star. In early 2009, Walmart entered Chile through the acquisition of Distribución y Servicio D&S, SA. In May 2009 it entered into a 50/50 partnership with Bharti to gain access to the Indian market. On 22 February 2010, he confirmed that the company was acquiring video streaming Vudu, Inc . for an estimated $ 100 million. In June 2011, it acquired 51% of Massmart Holdings.

This acquisition gave him access to African countries: South Africa, Botswana, Ghana, Lesotho, Malawi, Mauritius, Mozambique, Namibia, Nigeria, Swaziland, Tanzania, Uganda, and Zambia. The Massmart acquisition received final government approval in early 2012, although the one-stop-shop created in Mauritius did not survive for long.

The last was

In late 2005, Walmart designed two pilot stores, one in McKinney, Texas and the other in Aurora, Colorado, that included wind turbines, photovoltaic solar panels, biofuel-capable boilers, water-powered coolers, and xeriscape gardens.

Walmart supercentre in Plano, Texas

In March 2006, it tried to appeal to a more affluent population, opening a new supercenter in Plano, Texas, at the corner of Park Blvd. , and the Dallas North Tollway, which is intended to compete against stores. that some considered more sophisticated and attractive.

The new store featured wood floors, wider aisles, a sushi bar, a coffee/sandwich shop (with free Wi-Fi Internet access), a subway, and high-end items like imported beer, expensive wines, and electronics. high-end.

In response to the popularity of organic and natural food supermarkets, such as Whole Foods and Wild Oats, Walmart announced plans in may 2006 to improve the amount of organic and natural food available in its retail outlets. They announced that both conventional and organic versions of certain products would be available and that the price of organic versions would not exceed 10% of the price of conventionally grown products. Given that Walmart is one of the nation’s largest grocery retailers, there was some concern expressed that its push to lower prices would not be sustainable for organic foods.

2010 remodels of its smaller stores shifted its emphasis from non-grocery products to transporting items. This has created a small backlash among some loyal customers. Smaller sizes and larger sizes of adult clothing were discontinued, as well as available styles, forcing adult customers to search for clothing in the children’s section or to go to speciality stores that sell clothing for overweight people who are usually more expensive.

Legal disputes

Over the past decade, Walmart has been involved in numerous lawsuits for a variety of reasons. Most lawsuits are class actions in which employees sue for unpaid wages. They have also encountered numerous cases of discrimination. For example, there were two separate cases, one in 2004 and one in 2005, in which black employees sued two different Walmarts for denying them duties based on race.

These became so popular that the Rev. Jesse Jackson stepped in and spoke during both of the proceedings. There are also many lawsuits in which women accused Walmart of discriminating against them. In a 2004 US article, 32 different lawsuits were mentioned that involved women suing the company, which has always prevailed in their conflicts. This has also not had any significant financial effect on Walmart.



On December 3, 2008, the family of Walmart service worker Jdimytai Damour, who was killed by a stampede of shoppers that frantically entered a Valley Stream, New York, store during Black Friday on November 28, alleged that Walmart encouraged massive numbers of customers to go to stores simultaneously.

The Occupational Safety and Health Administration cited Walmart for “ … improper crowd management after the November 28, 2008, death of an employee at its Valley Stream, New York store. ” The worker died of suffocation after being hit the ground and trampled by a crowd of about 2,000 shoppers who came to the store for its annual “ Blitz Friday ” pre-holiday sales event. Walmart paid $ 2 million in legal fees to prevent the Occupational Safety and Health Administration from setting a precedent that would then allow it to control it.

Walmart logo

The Walmart logo has undergone several changes over the years. The first logo Sam Walton used was pretty basic, and it didn’t put much emphasis on being eye-catching. Over the years, the company toyed with a number of different designs, although all of these led to the design that the company finally established in 2008.

Today, the company’s logo features the word “Walmart” written in all lowercase letters accented at the end by a yellow glow that the company calls “the spark. ” This logo marks the sixth version of the company logo and was reportedly designed to make in-store purchases more attractive to higher-income families.


Anand Kumar, a marketing professor at the University of South Florida, said of the latest logo that “ people are not going to switch stores for a logo, but the old Walmart logo is associated with cheapness. Along with the improvements in the stores, this will help change perceptions.

Meanwhile, Linda Blakley, a spokeswoman for the chain in Bentonville, Arkansas, commented on the logo saying, “ We wanted something softer, friendlier and warmer. The spark is the spirit of our company: innovation, inspiration, and people working harder to lower prices ”.


If nothing else, the numerous changes to the Walmart logo and the reasoning behind them show how important it is for companies as successful as Walmart to pay close attention to detail in the designs they publicly present.

Walmart logo design elements

Before the most recent logo was revealed, Walmart used a logo sporting a red, white, and blue colour scheme in an attempt to invoke patriotic appeal to its largely US-centric customer base. The logo, however, was designed using a soft blue and yellow scheme in an attempt to be more welcoming and suggestive to its customers from all over the world.

evolution of Walmart logo
Evolution of Walmart logo

The change was also necessary due to the fact that Walmart was trying to reinvent itself to do away with its image as a “cheap company” or lower class. Walmart knew that changing logos was an important part of transforming its image and associations, regardless of whether or not the old logo was effective, and decided to go with a completely new design. As for the purpose of the spark in the logo, it signified a symbol of innovation and inspiration, both of which have driven the company forward over the years.

When you run a company as large and influential as Walmart, everyone is going to have an opinion on your every move. As for the decision to go with the new logo, people voiced a lot of criticism, saying that the design was uninspiring.

Regardless of whether the design for the new Walmart logo was like this, it still served its purpose well. It didn’t have to be completely innovative and original, it just had to be different from the old, something that would represent a new beginning and a new direction for the company.

This is an important lesson for anyone considering changing their brand name. If you are aiming to drastically change the image of your company, you will have to get rid of the things that people associate with the old. No matter how much a company’s mission, function, and marketing change, people will have a hard time seeing it differently if it’s still being represented by the same logo.

Walmart Marketing and Business

Walmart is the biggest store regarding income and amount of staff members globally.

It generated revenues of almost 524,000 million dollars in 2020. It serves more than 29,000 million customers each week through its channel of eleven thousand stores in twenty-eight countries and online stores.

S. Robson Walton
S. Robson Walton, the eldest son of Sam Walton

The segmentation strategy helps to understand the different sub-segments of the customers and their changing needs. Walmart uses psychographic and demographic targeting strategies. You understand the consumer’s psyche and know that you want everyday goods at the lowest possible prices. Therefore, Walmart introduced the EDLP strategy, meaning that every day you can take a specific product at half the price.

The undifferentiated targeting strategy is used by the giant to dominate the market worldwide. Every individual is a prospect for Walmart so he doesn’t use differentiation on a major scale. The price of the products is the main differentiator since the low price strategy can be used for the entire masses, and it is that everyone is looking for the best price-quality ratio.

Jim Walton
Jim Walton, third son of Sam Walton

The positioning strategy plays an important role in your success. Walmart has positioned itself as a company that offers products at the lowest price and uses this price advantage to have a sustainable business model over time.

Due to its low-price positioning, Walmart has destroyed several smaller retailers over the several decades of its operations.

Products are actually competitively priced, and Walmart aggressively negotiates with companies to pass these benefits to end customers. “Black Friday” is one of the famous Walmart events, where it offers products at practically symbolic prices. It is one of the most successful strategies of the company that is being copied by retailers around the world.

Walmart’s deals on large assortments of goods and large SKUs (stock-keeping units) not only help the company retain its customers but help them to gamble on volumes for-profit and keep their prices low.

Alice Walton
Alice Walton, only daughter of Sam Walton.

Managing such a large chain of stores is not easy and cannot be done without operations management. As such, Walmart pays special attention to the way it operates so that the consumer gets its products very quickly and that the shelves are full at all times. Walmart serves millions of customers each year and has a strong supply chain and operations team to manage it.

In fiscal 2016, Walmart US generated 62% of net sales, while Walmart International and Sam’s Club (another company-owned consortium) generated 26% and 12%, respectively. Walmart has many competitors, but also the largest market share. On the other hand, the market growth rate is also strong so competitors also have their own important niches, which means that Walmart is far from being a monopoly.

As we already said, it operates in 27 countries around the world apart from the United States in categories such as retail, wholesale, and others. These categories work individually in formats such as supermarkets, warehouse clubs, supercenters, hypermarkets in cash and transport formats, speciality stores, convenience stores, etc.

Its retail units are physical warehouses ranging from 4,000 to 70,000 square feet. This shows that Walmart is the largest retailer in both the United States and the world.

The company has been ranked 15th on the top companies of the 2000s and 22nd on Forbes magazine’s list of the world’s most valuable brands. Based on the market capitalization method, the brand was valued at $ 215.7 billion in May 2016 and is surpassed only by companies such as Apple, Google, Amazon and the occasional oil and financial company.

Fact : It pays its partners so well that several of them are in the top 20 of the list of the richest people on the planet of the Forbes list, these partners are mainly the heirs of Sam Walton, whose personal fortunes exceed twenty billion dollars.

As the dynamics of the retail sector drives challenges and opportunities, it is affected by many factors such as the migration of people, the change in the consumption pattern due to changes in people’s lifestyles, the emergence of companies from e-commerce that deliver something on the doorstep of customers, as well as suppliers and government regulation to protect the small competition that grows little by little.

Walmart customers are actually retail customers and wholesalers. Retail buyers are largely working-class persons of all age ranges, folks who are seeking affordability and everyday goods at a minimal price on a regular basis. Walmart customers are middle-class people who are generally looking for discounts, coupons and savings. Lately, even so, Walmart’s merchandise portfolio has extended to high class and organic and natural products, specifically to appeal compared to that high-income audience it doesn’t usually store at these establishments.

2020: A great year for Walmart despite the pandemic


Well, it was to be imagined that the quarantine that seems to be eternal has only fattened the pockets of the owners of Walmart, well, it has gone up during this year, and paradoxically, a catastrophe like the Coronavirus has really fallen like a ring to the finger to this great company. In just the first two quarters of 2020, Walmart had already registered the largest increase in online sales in its history. It is obvious that shopping from home has been quite comfortable for a long time, but with the arrival of COVID-19 in our lives, it was no longer about comfort, but also about security.

Millions of people make their purchases of food, toys, household items, electronics, other entertainment items, etc., through Walmart, thus becoming a very favourable year for this company. The number of online purchases doubled compared to 2019, operating income rose 8.5% to $ 6.1 billion in the quarter, while adjusted earnings per share stood at $ 1.56, also above the projections of the market.

Is this the opportunity to continually reinvent yourself? Surely yes. We do not know when the pandemic will end, if the vaccine will be obtained soon or not, what we do know for sure is that the world has changed and it is difficult for us to be the same as before. Most likely, most people still prefer to make their purchases online over physical, and this is something that Walmart is considering for its future investments, always looking to compete directly with its biggest rival: Amazon.

Each country has its favourite supermarket company, from which everyone goes shopping for the month, and for Americans, this company is Walmart. Although it is true that it is not the only retailer in that country, it is one of the best known or perhaps the best known of all, as it has managed to attract billions of customers with its business model and adaptability.

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