This document provides an overview of Walmart's brand identity, reputation, image, and corporate social responsibility efforts. It summarizes Walmart's mission of helping people save money and live better. While Walmart focuses on affordable prices and has high revenues, its reputation rankings have declined in recent years due to negative media coverage of labor issues. The document also reviews Walmart's identity and branding strategy, as well as its response to criticisms and efforts around corporate social responsibility.
Specialty Retail Clothing Industry Evaluationjschiff47
Our team was asked to evaluate the specialty retail clothing industry and decide if United States based companies would be able to survive the current environment. Next, we were asked to discuss specific companies that have positioned themselves for future success, and give recommendations on how businesses can survive and thrive going forward.
Specialty Retail Clothing Industry Evaluationjschiff47
Our team was asked to evaluate the specialty retail clothing industry and decide if United States based companies would be able to survive the current environment. Next, we were asked to discuss specific companies that have positioned themselves for future success, and give recommendations on how businesses can survive and thrive going forward.
Amul Baidya - Strategy Analysis of Walmart and Nordstrom - Strategic Manageme...Amul Baidya
This is a presentation was based on a comparing and contrasting the strategic positions between Walmart and Nordstrom.
This was a group presentation of three, where one of the presenter acted as Walmart and other as Nordstrom.
And one presenter acted as the narrator.
Here characters were given to the two companies.
MBA - II
June 2016
Kings' College ( Westcliff University)
-
Amul Baidya
The Storytellers
baidya.amul@gmail.com
https://www.facebook.com/amul.baidya
J Crew in 2014: Will it turn around Strategy improve Its Competitiveness?Tran Thang
The presentation about J Crew study in the link below:
http://www.slideshare.net/TranThang6/j-crew-in-2014-will-it-turn-around-strategy-improve-its-competitiveness-58553487
Sure, your website looks nice… but are you even sure that it is actually getting traffic?
Do you have traffic metrics installed on your website at all?
Sure, your website looks nice… but are you even sure that it is actually getting traffic? Do you have traffic metrics installed on your website at all? Ignorance is bliss, some say.
Perhaps you have tried this a few times before but ended up with a big headache because you found it too complicated and confusing.
You never had anyone to explain to you how to use it.
Find out here: http://oima.co.uk/services/metrics/
Online Internet Marketing Advisers Ltd.
We are an end to end Digital Communication Company based out of Chennai. We cater digital services including Website Development, Custom Application Development, Mobile App Development, e-learning and Social Media Engagement
Paul Writer builds B2B customer and prospect communities for clients. Current communities include CMO, CIO, CHRO and CX for firms such as INDUS, Microsoft, Sodexo and Oracle.
Amul Baidya - Strategy Analysis of Walmart and Nordstrom - Strategic Manageme...Amul Baidya
This is a presentation was based on a comparing and contrasting the strategic positions between Walmart and Nordstrom.
This was a group presentation of three, where one of the presenter acted as Walmart and other as Nordstrom.
And one presenter acted as the narrator.
Here characters were given to the two companies.
MBA - II
June 2016
Kings' College ( Westcliff University)
-
Amul Baidya
The Storytellers
baidya.amul@gmail.com
https://www.facebook.com/amul.baidya
J Crew in 2014: Will it turn around Strategy improve Its Competitiveness?Tran Thang
The presentation about J Crew study in the link below:
http://www.slideshare.net/TranThang6/j-crew-in-2014-will-it-turn-around-strategy-improve-its-competitiveness-58553487
Sure, your website looks nice… but are you even sure that it is actually getting traffic?
Do you have traffic metrics installed on your website at all?
Sure, your website looks nice… but are you even sure that it is actually getting traffic? Do you have traffic metrics installed on your website at all? Ignorance is bliss, some say.
Perhaps you have tried this a few times before but ended up with a big headache because you found it too complicated and confusing.
You never had anyone to explain to you how to use it.
Find out here: http://oima.co.uk/services/metrics/
Online Internet Marketing Advisers Ltd.
We are an end to end Digital Communication Company based out of Chennai. We cater digital services including Website Development, Custom Application Development, Mobile App Development, e-learning and Social Media Engagement
Paul Writer builds B2B customer and prospect communities for clients. Current communities include CMO, CIO, CHRO and CX for firms such as INDUS, Microsoft, Sodexo and Oracle.
50 Mobile Marketing Statistics, Trends & InsightsPocket Your Shop
The mobile industry is evolving.
Marketers are beginning to realize that this recent explosion of mobile is not just a fad. That is why we wanted to share these stats to show you the effect that mobile has had on modern marketing.
So without further ado, we present 50 mobile marketing statistics, trends, and insights. Enjoy!
Mobile Marketing: Everything You Need To KnowVincent Teo
Mobile presents a unique opportunity for marketers to reach consumers at the right place and time and add value through branded utility. There's a huge growth potential in Mobile in Asia and this presentation provides a good framework for developing your Mobile Marketing strategy
Organizations strive to minimize the cost to acquire a customer. This pyramid shows the key metrics that impact CAC, their formulas and the chain of events that builds value and efficacy in digital marketing.
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
Walmart is one of the biggest chain of retail stores in the US. It faces some serious economics issues as its market share goes on decreasing which force them to change their marketing strategies. The following presentation highlights some of the initiatives taken by the marketers of Walmart.
This ppt is about the Walmart company, it's leadership, it's founder and about it's operations. The details were taken from the internet. The ppt was prepared as part of the academics.
Saylor URL: http://www.saylor.org/books Saylor.org
135
Chapter 5
Selecting Business-Level Strategies
L E A R N I N G O B J E C T I V E S
After reading this chapter, you should be able to understand and articulate answers to the following
questions:
1. Why is an examination of generic strategies valuable?
2. What are the four main generic strategies?
3. What is a best-cost strategy?
4. What does it mean to be “stuck in the middle”?
The Competition Takes Aim at Target
On January 13, 2011, Target Corporation announced its intentions to operate stores outside the United
States for the first time. The plan called for Target to enter Canada by purchasing existing leases from a
Canadian retailer and then opening 100 to 150 stores in 2013 and 2014. [1] The chain already included
more than 1,700 stores in forty-nine states. Given the close physical and cultural ties between the United
States and Canada, entering the Canadian market seemed to be a logical move for Target.
In addition to making its initial move beyond the United States, Target had several other sources of pride
in early 2011. The company claimed that 96 percent of American consumers recognized its signature logo,
surpassing the percentages enjoyed by famous brands such as Apple and Nike. In
March, Fortune magazine ranked Target twenty-second on its list of the “World’s Most Admired
Companies.” In May, Target reported that its sales and earnings for the first quarter of 2011 (sales: $15.6
billion; earnings: $689 million) were stronger than they had been in the first quarter of 2010 (sales: $15.2
billion; earnings: $671 million). Yet there were serious causes for concern, too. News stories in the second
half of 2010 about Target’s donations to political candidates had created controversy and unwanted
publicity. And despite increasing sales and profits, Target’s stock price fell about 20 percent during the
first quarter of 2011.
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://www.saylor.org/books
Saylor URL: http://www.saylor.org/books Saylor.org
136
Concern also surrounded Target’s possible vulnerability to competition within the retail industry. Since its
creation in the early 1960s, Target executives had carved out a lucrative position for the firm. Target offers
relatively low prices on brand-name consumer staples such as cleaning supplies and paper products, but it
also offers chic clothing and household goods. This unique combination helps Target to appeal to fairly
affluent customers. Although Target counts many college students and senior citizens among its devotees,
the typical Target shopper is forty-one years old and has a household income of about $63,000 per year.
Approximately 45 percent of Target customers have children at home, and about 48 percent have a college
degree. [2] Perhaps the most tangible reflection of Target’s upscale position among large retailers is the
tendency of som.
Saylor URL: http://www.saylor.org/books Saylor.org
135
Chapter 5
Selecting Business-Level Strategies
L E A R N I N G O B J E C T I V E S
After reading this chapter, you should be able to understand and articulate answers to the following
questions:
1. Why is an examination of generic strategies valuable?
2. What are the four main generic strategies?
3. What is a best-cost strategy?
4. What does it mean to be “stuck in the middle”?
The Competition Takes Aim at Target
On January 13, 2011, Target Corporation announced its intentions to operate stores outside the United
States for the first time. The plan called for Target to enter Canada by purchasing existing leases from a
Canadian retailer and then opening 100 to 150 stores in 2013 and 2014. [1] The chain already included
more than 1,700 stores in forty-nine states. Given the close physical and cultural ties between the United
States and Canada, entering the Canadian market seemed to be a logical move for Target.
In addition to making its initial move beyond the United States, Target had several other sources of pride
in early 2011. The company claimed that 96 percent of American consumers recognized its signature logo,
surpassing the percentages enjoyed by famous brands such as Apple and Nike. In
March, Fortune magazine ranked Target twenty-second on its list of the “World’s Most Admired
Companies.” In May, Target reported that its sales and earnings for the first quarter of 2011 (sales: $15.6
billion; earnings: $689 million) were stronger than they had been in the first quarter of 2010 (sales: $15.2
billion; earnings: $671 million). Yet there were serious causes for concern, too. News stories in the second
half of 2010 about Target’s donations to political candidates had created controversy and unwanted
publicity. And despite increasing sales and profits, Target’s stock price fell about 20 percent during the
first quarter of 2011.
http://creativecommons.org/licenses/by-nc-sa/3.0/
http://www.saylor.org/books
Saylor URL: http://www.saylor.org/books Saylor.org
136
Concern also surrounded Target’s possible vulnerability to competition within the retail industry. Since its
creation in the early 1960s, Target executives had carved out a lucrative position for the firm. Target offers
relatively low prices on brand-name consumer staples such as cleaning supplies and paper products, but it
also offers chic clothing and household goods. This unique combination helps Target to appeal to fairly
affluent customers. Although Target counts many college students and senior citizens among its devotees,
the typical Target shopper is forty-one years old and has a household income of about $63,000 per year.
Approximately 45 percent of Target customers have children at home, and about 48 percent have a college
degree. [2] Perhaps the most tangible reflection of Target’s upscale position among large retailers is the
tendency of som.
IBDF's first ‘Annual Report Card’ of the most valuable retail brands in the United States, plus the top 5 in Canada and Mexico. It’s an assessment of the companies that are most successful at managing their brand, as well as a look at those that didn’t make the cut.
3. Mission & Values
Walmart’s mission is “helping people around the world
save money and live better -- anytime and anywhere --
in retail stores, online and through their mobile
devices”.
Walmart believes this mission, along with innovative
thinking and leadership through service, has made
them successful.
3
4. Brand
“Save money. Live better.”
Walmart’s brand strategy is built around these words.
Their strategy of charging low prices every day is
aimed at helping people save money, stretch their
paychecks, and provide a better life for their families.
4
5. Brand
Millward Brown BrandZ™ Top 100 is BrandZ Rank 2012
76
based on 150,000 annual interviews on
key brand metrics including: 17 18
brand consideration
Walmart Target Amazon Costco
image
usage & strength
brand personality or character
trust & recommendation
price & desire
corporate reputation
Walmart ranks #17 on the top 100 list
Amazon ranks closely behind at #18
Target ranks #76
Costco did not make the top 100
Source: http://www.millwardbrown.com/brandz/2012/Documents/2012_BrandZ_Top100_Chart.pdf 5
6. Identity
Walmart wants the public to see that they are committed to not only providing
low costs, but also to financial success, to their communities, and to corporate
social responsibility.
6
Source: http://www.walmart.com
7. Identity
Three key stories are currently highlighted on www.Walmart.com:
1. Affordable, healthier foods
The First Lady Michelle Obama visited several Walmart
stores to celebrate Walmart’s progress on making food
healthier and more affordable for families nationwide.
2. Q4 2012 earnings
Walmart announces Q4 earnings per share of $1.67, full
year earnings per share of $5.02, full year dividends of
$1.88 (up 18%). Walmart U.S. gains market share and
adds $4.7 billion in comp sales for the year.
3. Sustainability
Walmart works with suppliers and buyers to make their
products more sustainable and supply chain more
ethical.
7
9. Reputation Rankings
These low price strategies have been successful for Walmart in terms of profits.
In 2011, Walmart ranked 2nd on the Fortune 100: Ranking
2007
Walmart Trend: Ranking
2008 2009 2010 2011
Fortune Top 500 list –dropping from 56
1 1 1
38
the #1 spot in 2009 & 2010. 24
2 2
2
Both revenues and profits
Walmart Target Amazon Costco
continuously increased during the
period 2007 through 2010 at Fortune 100: Revenues Walmart Trend:
$446,950 ($ in millions) Revenues
Walmart. ($ in millions)
$421,849 $446,950
$378,799 $405,607 $408,214
In 2011 profits declined $69,865 $88,915
$48,077
Walmart’s revenues and profit are
Walmart Target Amazon Costco 2007 2008 2009 2010 2011
much higher than their competitors.
With that, they rank well above each Fortune 100: Profits Walmart Trend: Profits
($ in millions)
on the Fortune 500 list. $15,699 ($ in millions)
$16,389 $15,699
$12,731 $13,400 $14,335
$2,929 $1,462
$631
Walmart Target Amazon Costco 2007 2008 2009 2010 2011
9
Source: http://money.cnn.com/magazines/fortune/fortune500/?iid=H_F_QL
10. Reputation
Negative Media Coverage
Labor disputes
Disputing: low wages, poor treatment, & unpleasant
working conditions
Black Friday complaints
Opening on Thanksgiving day
Alleged bribery scam at Walmart de Mexico
Protests against Walmart entering the New York City
market
10
11. Reputation Rankings
®
Harris Reputation Quotient
Walmart ranks #40 on the Harris 40
Poll Reputation Quotient® 22
10
Walmart’s score is rated “Fair”. 1
Walmart Target Costco Amazon
Competitors rank better
Amazon is rated “Excellent”
®
Harris Reputation Quotient Score
Target is rate “Very Good” 82.62
77.95 Walmart
Costco is rated “Very Good” 74.82
Target
66.03 Costco
Walmart’s score dropped from 69 2011 2012 2013
Amazon
in 2012 to 66 in 2013.
Source: http://www.harrisinteractive.com/vault/2013%20RQ%20Summary%20Report%20FINAL.pdf 11
12. Image
Top 100 Best Companies to Work For Most Admired Companies
2/3rd of score Survey of business people asked to
The survey asks questions related to their vote for the companies, from any
attitudes about management's
credibility, job satisfaction, and industry, that they admired most.
camaraderie. Walmart ranks #23
1/3rd of score This ranking is down from previous
The Culture Audit asks detailed questions
years
about pay, benefits programs, hiring
practices, internal Competitors Costco & Amazon are
communication, training, recognition up
programs, and diversity efforts.
Walmart was not ranked in the top 100 on
this years’ survey.
Top 100 Best Companies to Work Top Most Admired Companies
For 2009 2010 2011 2012
0
10
Wal-Mart
8
10 9
6 11 11 Target
4
Amazon
2 20
0 23 Costco
Wal-Mart Target Amazon Costco 30
12
Source: http://money.cnn.com/magazines/fortune/most-admired/
13. Walmart’s Response to
Negative Media Coverage
Planning and preparation are important in crisis communication and crisis management.
Walmart issued statements responding to each of these crises.
Labor disputes and Black Friday
Walmart believe that the protests do not reflect the attitudes of all employees, but merely
a small sampling.
Walmart believes the disputes are unwarranted. I believe they need to communicate the
reasons why and promote Walmart’s labor policies in a positive light & that they offer fair
opportunities for all.
In my opinion, Walmart did not take ownership or sympathetically show that they hear
the voices of the employees and that they would address their concerns.
If they haven’t already, Walmart needs to develop an effective employee communication
strategy specifically for these labor disputes.
Bribery scam
Walmart denied the allegations
Walmart did not communicate much beyond their initial statement regarding the issue
NYC protests
Walmart’s response was good.
Walmart clearly identified the reasons it wants to enter the market and list their
supporters –which included the mayor.
13
14. Corporate Social Responsibility
Hunger relief & healthy eating
Walmart is fighting hunger by making food healthier, making healthier food more affordable, and by
strengthening the global food supply chain.
Sustainability
Walmart is believes in sustainability because it's the right thing for the environment. Walmart encourages
their employees to make positive contributions to the environment and, in turn, believes they will
encourage customers to do the same.
Women’s economic empowerment
Walmart is working towards initiatives that will change the lives of countless women around the world.
Career opportunity
Walmart provides career training and job opportunities to our nation’s veterans and military families.
Diversity is also core to Walmart’s culture.
14
15. Corporate Social Responsibility
Although Walmart focuses a lot of corporate
communication on CSR, they did not rank within the top
50 companies on the Corporate Social Responsibility Index
(CSRI).
Amazon ranked #5
Target ranked #29
Costco ranked #43
Most Socially Responsible
Companies 43
29
5
Wal-Mart Target Amazon Costco
Source: http://www.bcccc.net/pdf/CSRIReport2011.pdf 15
16. Corporate Social Responsibility
Social responsibility is vital to a company’s profits.
75% of Americans take into consideration corporate social
responsibility before making an investment decision.
There is also a strong correlation of good corporate
citizenship and a strong public image.
Walmart is not perceived to be a highly socially responsible
company (according to the CSRI) …even though they seem to
be doing a lot in this realm
I believe that Walmart needs to improve communications
regarding their CSR efforts which, in turn, should help to
improve their image and reputation.
This is particularly important now that their reputation rank
seems to be declining.
16