Certain drastic steps had to be taken by Wal-Mart for ensuring that they do not lose shares in the market, further ensuring the way of wooing the customers perceiving difficult decisions taken up by the management. There are a number of different substitutes for the products, especially considering the short routes such as train, bus and other modes of transportation. However, this is not the case for long distance travelling, and with the advancement of technology, there are a number of different options such as video messages, video conferences, and net meetings, with substitution, but there is lack of effectiveness.
Hence, Wal-Mart needs to take significant initiative for enhancing the scope of innovation not only in its products, but with respect to the overall quality it presents for the organizations.Being highly dependent upon the nation, the rights of trademark are established typically in terms of registration or utilization. In some of the nations, specifically the ones having lawful systems on the basis of English common law, the use of mark will help in establishing rights of common law within the mark. These are inclusive of the United States, United Kingdom, Canada and Australia.
In these nations, a registration of trademark may help in providing broader rights in comparison with the rights of common law arising simply from the use of trademark. As a significant example, rights of common law are limited typically to the geographical location within which there is actual utilization of the mark. On the contrary, the rights obtained by registration of trademark may end up extending all across the region or nation under coverage through the registration. In a significant manner, in nations not recognizing trademarks of common law, the initial registration for any mark will acquire exclusive rights.