Why is Walmart considered to be a channel captain Essay

Why is Walmart considered to be a channel captain - Essay Example Walmart is also a channel captain because it has been in the industry for a long time now. It is well aware of the vendors, inventory, resources, cost-effective yet efficient means of transport, and the ever-changing expectations of the consumers with respect to creativity and innovation. Walmart is capable of utilizing this experience to invest in profitable plans. â€Å"With the rise in power of national chain stores and private-brand merchandise, many large retailers such as Wal-Mart are taking a leadership role in the channel† (Pride and Ferrell 403). Walmart knows how to get quality products made that provide value to the consumers while keeping the costs low so as to not only make good profit but also keep the consumers satisfied. To summarize, Walmart is a channel captain because of its huge number of outlets spread all over the world, its strong image as a cheap and well-equipped retailer, and its high purchasing