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.
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.
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.
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.
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.
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