Marketing Practices and Strategies of Walton Hi-Tech Industries PLC.

Abstract

This report looks at the Marketing Practices and Strategies of Walton Hi-Tech Industries PLC, based on a three-month internship experience. Walton is the largest manufacturer of electronics and home appliances in Bangladesh. It is also the country’s first truly global brand, exporting to over 50 countries. The study finds that Walton’s marketing success comes from its ability to combine affordability, innovation, and national branding. It leads the domestic market, accounting for nearly 75% of refrigerator sales and 50% of television sales, supported by an extensive distribution network comprising over 21,000 outlets. Walton uses integrated marketing communication, mixing traditional advertising with digital campaigns, sponsorships, and CSR efforts. Its “Made in Bangladesh” identity builds strong consumer trust locally and shapes its international image. Despite this success, Walton faces challenges. Global competition from brands like Samsung, LG, and Haier reveals their weaker international recognition. Rapid changes in consumer behaviour, supply chain disruptions, and a heavy reliance on the domestic market also present risks. The report uses frameworks such as SWOT, Porter’s Five Forces, segmentation, and the marketing mix to analyse Walton’s strategies. It concludes that Walton needs to strengthen its global brand, invest in CRM and digital-first marketing, and focus on premium positioning in international markets. The recommendations also include enhancing sustainability initiatives and leveraging fintech partnerships to target young urban consumers. The internship experience demonstrated how marketing theories can be applied in real world situations, especially in developing markets. It provided practical lessons in brand management, integrated communication, and the challenges of transitioning from a domestic leader to a global competitor.