Jennifer, Robert and Tara is the largest membership retailer in the world with $93 billion in annual sales across 600 stores. Its mission is to continually provide members with quality goods and services at the lowest possible prices. It focuses its corporate social responsibility efforts on children, education, and health/human services. The company has strong brand recognition and reputation ratings, and generally receives positive media coverage, particularly regarding its stock performance and retail industry leadership. It also has a strong social media presence centered around positive customer sentiment. The document recommends diversifying CSR practices, engaging younger customers via social media, and developing a crisis communications plan.

1. Jennifer, Robert and Tara

2. Overview
Founded in 1983.
Largest membership retailer in the world.
 $93 billion in annual sales.
600 stores worldwide at ~140,000 square feet.

3. Mission
Continually
provide our
members with
quality goods
and services at
the lowest
possible prices.

4. Values, SEC & CSR
4 Part Ethical Code.
Shareholders are top priority.
SEC: 2011 was a very successful year.
CSR Focus:
 Children
 Education
 Health/Human Services

5. Reputation & Brand
Ratings
 Brand and reputation are valued alongside the top
companies in America.
 Harris Interactive Reputation Quotient Survey 2012 -
19th.
 Reputation Institute RepTrak Pulse Study 2012 - 31st.
 Fortune’s Worlds Most Admired Companies 2012 - 29th.
 Interbrand’s Most Valuable US Retail Brands 2012 - 15th.

6. Media Coverage
1%
Media Sources
1%
2%
3%
Newswires & Press Releases
5%
Blogs
8% 36%
Newspapers
Web-based Publications
Industry Trade Press
Magazines & Journals
22%
Newsletters
News Transcripts
Other
23%

7. Media Coverage
Wall Street Journal Topic Coverage
5%
2%
3%
5% Competition/Retail Industry
31% Costco Stock
6% Profits
Pricing and Membership Fee
8% Products Sold
Costco Consumer
Gas
9% Gender Bias Lawsuit
Costco Sears Partnership
15% CEO Step Down
9%
Other
11%
 Over 2,000 articles, coverage overwhelmingly positive.
 Wall Street Journal published 200+ stories in 2012, making it the
largest single media outlet.
 Stories about the retail industry overall made the most mention of
the company, with Costco stock coming in 2nd.

8. Social Media
Strong, steady social media presence.
3,000 mentions; 16 % more than Sam’s Club.
Stronger, deeper, positive sentiment.
Majority between 21-35.
551,243 Facebook fans.

10. Recommendations
Diversify CSR practices.
Engage with 18 – 35
year-olds via social
media.
Formulate a robust
crisis communications
plan.