W.W. Grainger Marketing Mix (W.W. Grainger 7Ps of Marketing)
W.W. Grainger marketing mix (Grainger 7Ps of marketing) comprises elements of the marketing mix that consists of product, place, price, promotion, process, people and physical evidence.
Product Element in W.W. Grainger Marketing Mix
Grainger offers about 1,7 million types of products supplied by about 5000 suppliers worldwide. In 2019 no single product category comprised more than 17% of the global sales.[1] The figure below illustrates product categories of the global industrial supply company. Moreover, the B2B distributor offers certain services such as inventory management and technical support.
Place Element in W.W. Grainger Marketing Mix
Grainger primarily operates in North America, Japan and Europe. The industrial supply company utilizes a wide range of sales channels such as online, mobile devices, sales representatives, local branches and product vending machines on customer sites. In 2018, 62 percent of Grainger’s revenue in the U.S. came from online channels, making it the 10th largest e-retailer in North America, according to Internet Retailer.1 Through Grainger.com, eProcurement connections, KeepStock solutions and mobile applications, the company continues to develop online capabilities that promote a personalized, relevant, effortless experience for each customer.[1]
Price Element in W.W. Grainger Marketing Mix
Traditionally, Grainger pricing strategy was premium pricing strategy. The worldwide distributor of industrial products was able to charge premium costs from its customer thanks to wide range of its products, convenience of purchasing and technical expertise.
However, increasing popularity of Amazon Business posed a considerable threat to industrial distributors in general and Grainger in particular due to Amazon’s extensive experience and competence in e-commerce, customer service and timely product delivery. In response to growing threat from Amazon, Grainger changed its pricing strategy in 2017 to make prices more affordable. Moreover, the global industrial supply company placed greater emphasis on its Zoro brand in U.S. and MonoraRO brand in Japan that pursued economy pricing strategy to a great extent.
W.W. Grainger Report contains a full analysis of W.W. Grainger marketing mix (W.W. Grainger 7Ps of marketing) and W.W. Grainger marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on W.W. Grainger. Moreover, the report contains analyses of W.W. Grainger leadership, organizational structure and organizational culture. The report also comprises discussions of W.W. Grainger business strategy, ecosystem and addresses issues of corporate social responsibility.
[2] Fact Book 2019 (2020) W.W. Grainger