For the mass marketing activities at Walmart, the HR department, the marketing department, and the supply chain department will have to collaborate to achieve the overall marketing objectives of the company. For ensuring that the lowest prices are maintained and the company maintains a wide portfolio of stocks, the supply chain department and the store management team will have to collaborate to keep up to date information regarding the stocks. For the relationship marketing, the marketing department, the executive management and the PR team of the company will need to maintain communication. This would also require support from the finance department as they will be involved in providing the necessary funds to carry out all the relationship marketing activities. The finance department of the company will also be directly involved in supporting the marketing activities. Walmart is an organization that maintains low profit margin. This makes the company to work with a constrained budget, and thus the marketing department and the finance department needs effective collaboration to release the resources.The marketing plan for Walmart will be carried out as a three year operational plan where some of the activities will be performed regularly while others will be carried out occasionally.The marketing budget will be planned by collaboration between the marketing teams, the HR team, the store manages and the executive level management of the company in USA.
A rough estimated budget for all the marketing activities carried out by the company during the three years will be 400 million dollars. This budget will be apportioned over the activities to be carried out over the three years, according to the priority of the activities for achieving the marketing objectives of the Walmart. The following is a breakup of the budgeting of various activities that will be carried out over the three years marketing plan.Most of the budget will be allocated to employee training programs and stores remodeling in large cities, for setting up new small convenience stores throughout USA, and for social events and endorsements to promote a socially responsible image for the company.There are various factors that can contribute as barriers towards the effective implementation of a marketing plan. These includes the external environment of the business such as legal, technological and social issues. The organizational cultural barriers, the behavioral barriers of team involved in implementing the marketing plan. The cognitive barriers in the form of lack of skills and knowledge. Lack of resources is another barrier that impedes in implementing the marketing plan (Luther, 2011).