Scribd Logo
Upload

Welcome to Scribd!

  • 345 views

    Case Study: Wal-Mart and Its Communications Strategy

    Uploaded by

    gaya
    Wal-Mart developed an effective corporate communications strategy that aligned with its strategic goals of low prices and customer satisfaction. It communicated its mission of serving customers through low prices and good service internally to employees and externally through marketing. Wal-Mart also worked to understand its diverse customer base and tailor its communications accordingly. Its consistent messaging and focus on its strategic goals helped Wal-Mart become the largest retailer in the world.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Case Study: Wal-Mart and Its Communications Strategy

    Uploaded by

    gaya
    345 views3 pages
    Wal-Mart developed an effective corporate communications strategy that aligned with its strategic goals of low prices and customer satisfaction. It communicated its mission of serving customers through low prices and good service internally to employees and externally through marketing. Wal-Mart also worked to understand its diverse customer base and tailor its communications accordingly. Its consistent messaging and focus on its strategic goals helped Wal-Mart become the largest retailer in the world.

    Original Title

    communication strategy

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Wal-Mart developed an effective corporate communications strategy that aligned with its strategic goals of low prices and customer satisfaction. It communicated its mission of serving customers through low prices and good service internally to employees and externally through marketing. Wal-Mart also worked to understand its diverse customer base and tailor its communications accordingly. Its consistent messaging and focus on its strategic goals helped Wal-Mart become the largest retailer in the world.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    345 views3 pages

    Case Study: Wal-Mart and Its Communications Strategy

    Uploaded by

    gaya
    Wal-Mart developed an effective corporate communications strategy that aligned with its strategic goals of low prices and customer satisfaction. It communicated its mission of serving customers through low prices and good service internally to employees and externally through marketing. Wal-Mart also worked to understand its diverse customer base and tailor its communications accordingly. Its consistent messaging and focus on its strategic goals helped Wal-Mart become the largest retailer in the world.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3
    At a glance
    Powered by AI
    The key takeaways are that Walmart aligns its communication strategy with its goals of low prices and good customer service, focuses on internal communication to share its values and direction with employees, and ensures customer satisfaction by employing a diverse workforce to cater to different customer needs.

    Walmart aligns its communication strategy with its strategic goals of dominating retail markets, growing through expansion, and building widespread brand recognition by associating itself with low prices and customer satisfaction. Its mission statement and messaging promote these goals of low prices and good customer service.

    Walmart focuses on internal communication by sharing its values and company direction with employees through meetings and updates from leadership. It also gives employees a voice in the company and treats them well to motivate good performance.

    Case study: Wal-Mart and its communications

    strategy
    5/28/2018

    0 Comments
     

    Wal-Mart Communication Strategy Analysis

    As we have learnt in class already, a good corporate communication strategy helps


    business succeed by build the identity, image, and reputation of corporate. To be
    precise, it build identity by making all constituencies understand identity of the
    corporation, it build good image by shaping the way constituencies perceive the
    company image, and it build good corporation reputation by improving the image of
    the company. Most importantly, a good corporate communication help spreading the
    right message to different constituencies both insiders and outsiders.

    In this case study, Wal-Mart gained a massive growth because of its corporate
    communications strategy, which is linked to its corporate missionand identityof
    serving customers and the communities in which the company operates, and also
    enables it to reach its market objectives and to cancel out opposition to its low cost
    strategy. In this paper, I am going to raise three key factors in Wal-
    Mart’s communication strategy: Corporate Communication Strategy aligns with
    Corporate Strategic Goal, Internal Communication, and Customer Satisfaction.

    1. Corporate Communication Strategy aligns with Corporate Strategic Goal

    Wal-Mart’s Mission Statement: “As Wal-Mart continues to grow into new areas and
    new mediums, our success will always be attributed to our culture. Whether you walk
    into a Wal-Mart store in your hometown or one across the country while you're on
    vacation, you can always be assured you're getting low pricesand that genuine
    customer service you've come to expect from us. You'll feel at home in any
    department of any store...that's our culture”

    If we take a look at their mission statement, it stated clear that every Wal-Mart will
    provide their customers with very low price products and good customer service.
    These two key points are the main focus of their corporation. It is the fact that Wal-
    Mart is the cheapest retailer in the region and plus its so-called family service that
    every customer are pleased to get in. Since the start of Wal-Mart, Sam Walton, the
    Founder and CEO of Wal-Mart delivered his message that, “The core message is
    that Wal-Mart is a family friendlystore, and that it is good to its customers, and that
    it is an asset to the local community.”

    In addition to their communication strategy through their mission statement to their


    constituencies, their corporate communication also align with their corporate
    strategic goal as well. As we have learnt already, in order to be success in business,
    communication strategy has to be aligned with corporate strategic goal. Wal-Mart did
    convey their message by doing marketing campaigns, promotion, corporate
    evaluation and many more in order to reach their corporate strategic goal.

    Strategic Goal:
    Ø  Dominate the Retail Market wherever Wal-Mart has a presence. 
    Ø  Growth by expansion in the US and Internationally. 
    Ø  Create widespread name recognition and customer satisfaction with the Wal-Mart
    brand, and associate the retailer with the reputation of offering the best prices. 
    Ø  Branching out into new sectors of retailing such as pharmacies, automotive
    repair, and grocery sales. 
    As we can see in the third point of their strategic goal, they committed to build their
    identity, as well as build their customer satisfaction by offering best price and best
    customer service. So their message to their constituencies also aim to promote their
    low price and best customer service strategy as well. They did deliver the right
    message of their corporate strategic goal to all their constituencies. 

    1. Internal Communication

    As we have learnt in class already, internal communication is very important in


    Business Corporation. Each and every person in the corporation has to be well
    informed and updated with the corporation mission, vision and value; also they need
    to be aware of what that happen in the corporation as well. In Wal-Mart, they always
    build the strong communication within the corporation by conducting meeting with
    staffs and stakeholders. According to the strategic management of Wal-Mart in depth
    case analysis, in the annual shareholder's meeting, CEO of Wal-Mart, Mike Duke,
    said there were 5 values guiding Wal-Mart's future:Integrity, Opportunity, Family and
    Community, purpose, Responsibility. They always keep updating the company
    direction to their stakeholders. In that way, their employees understand the core
    value as well as the direction that the corporation is moving to.

    Also in one of three the Wal-Mart corporation’s beliefs (Respect for the Individual,
    Best service to our customer, and Respect for the Individual), Respecting the
    individualis a call for treating their employees well and pushing them to excel in
    what they do. Treating employee right is one of the main things to do in order to keep
    company moving forward. Moreover, if the employees feel happy and satisfied with
    the job they are working with, the result of their work is going to be excellent. (H. Lee
    Scott, 2002, www.walmart.com)

    Moreover, the strategy that Wal-Mart do in order to keep their employee


    communicate in their corporation is that Wal-Mart give their employee voice in
    corporation. They can ask any questions or give any feedback that they want. And
    the same thing apply to Wal-Mart’s customer as well, they all have voice in Wal-Mart.
    In short, Wal-Mart cares about their employees as well as their customers.

    1. Customer Satisfaction
    Despite of the low cost strategic that help boosting their sale growth, Wal-Mart is a
    huge retailer corporation, and all of their customers come from diverse background,
    region, belief, and social classes etc. It is one of the big challenges that Wal-Mart
    has to deal with its communication strategy to their customers. According to the
    strategic management of Wal-Mart in depth case analysis, Wal-Mart employs a
    diverse group of people that demonstrates a wide variety of differences. Wal-Mart
    employs large numbers of workers, which differ in age, culture, gender, and
    personalities.  In that way, Wal-Mart can provide special service to their customers
    by offering the service that match with their customer background and their way of
    living. Also the way Wal-Mart want to convey their message to their customers is
    much easier if their employees can speak the language their customers speak.

    Moreover, in the case study in the book, another thing that makes Wal-Mart succeed
    because Wal-Mart knows what their customer want. They might did research on their
    customer’s value. They came up with the sophisticated communications strategy that
    connects the retailer symbolically to the dominant ideologies of American life. They
    spread their retail symbolism of saving, family, America and patriotism, and
    community and hometown through advertising flyers, for instance, present ‘plain
    folks’ (as opposed to professional models), etc. They know American people are
    patriotism who love to support their local products and they like classic American
    marketing strategy which involve non complicated message.

    1. Conclusion

    In conclusion, Wal-Mart is a strong and huge corporation in term of corporation size,


    business strategy, and its brilliant corporate communication strategy. They have built
    a strong communication strategic from the bottom to the highest position of the
    company; moreover, their corporate communication strategy really works well with
    their outsider constituencies such as politician, government and most importantly
    their customers. According to the research of Wal-Mart: Staying on Top of the
    Fortune 500, Wal-Mart is the world's number one retailer, the number one retailer in
    the US, and the number one retailer in various countries. It was recently ranked
    number one in sales in Fortune Magazine.

    This assignment, I raised only three main important points of Wal-Mart corporate
    communication strategy (Corporate Communication Strategy align with Corporate
    Strategic Goal, Internal Communication, Customer Satisfaction)because I think they
    are the key factors that help the company grow very fast and very strong. 

    To do this corporate communication analysis assignment, I need to do further


    research of the company because in the book, there are only a few of their
    corporation information and I find it hard to understand it without knowing the
    background of Wal-Mart

    https://nonetheless.weebly.com/case-study-wal-mart-and-its-communications-strategy

    You might also like