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WalMart

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For example, each topic Wal-Mart executive spends at least two days a week ... The associates work as partners, become deeply involved in operations, and share ... – PowerPoint PPT presentation

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Title: WalMart


1
Topic 5
  • Wal-Mart
  • The Worlds Largest Retailer

2
Listening to and Taking Care of Customers
  • Wal-Mart knows its customers and takes good care
    of them.
  • As one analyst puts it, ?The company gospel
    truth)is relatively simple Be an agent for
    customers, find out what they want, and sell it
    to them for the lowest possible prices. ?Thus,
    the company listens carefully.

3
Listening to and Taking Care of Customers
  • For example, each topic Wal-Mart executive spends
    at least two days a week visiting stores, talking
    directly with customers and getting a firsthand
    look at operations.
  • Then, Wal-Mart delivers what customers want a
    broad selection of carefully selected goods at
    unbeatable prices.
  • Concludes Wal-Marts current president and chief
    executive, ?Were obsessed with delivering value
    to customers. ?

4
Listening to and Taking Care of Customers
  • Another sign inside the store reads ?At Wal-Mart,
    our goal is You're always next in line!?
  • Customers are often welcomed by ?people greeters?
    eager to lend a helping hand or just to be
    friendly.

5
Treating Employees as partners
  • Wal-Mart believes that , in the final accounting,
    the companys people are what really make it
    better.
  • Thus, it works hard to show employees that it
    cares about them.
  • Wal-Mart was first to call employees
    associates, a practice now widely copied by
    competitors.

6
Treating Employees as partners
  • The associates work as partners, become deeply
    involved in operations, and share rewards for
    good performance.
  • The partnership concept is deeply rooted in the
    Wal-Mart corporate culture.
  • Wal-Marts concern for its employees translates
    into high employee satisfaction, which in turn
    translates into greater customer satisfaction.

7
Keeping a Tight Rein on Costs
  • Wal-Mart has the lowest cost structure in the
    industry.
  • Thus, Wal-Mart can charge lower prices but still
    reap higher profits, allowing it to offer better
    service.
  • Wal-Marts lower prices and better services
    attract more shoppers, producing more sales,
    making the company more efficient , and enabling
    it to lower prices even more.

8
Keeping a Tight Rein on Costs
  • Wal-Mart keeps costs down through good old tough
    buying.
  • Whereas the company is known for the warm way it
    treats customers, it is equally well known for
    the cold, calculated way it wrings low prices
    from suppliers.

9
Conclusion
  • Some observers wonder whether Wal-Mart can be so
    big and still retain its focus and positioning.
  • They wonder if an ever-larger Wal-Mart can stay
    close to its customers and employees.
  • The companys managers are betting on it. No
    matter where it operates, Wal-Marts announced
    policy is to take care of customers one store at
    a time.

10
Conclusion
  • Says one top executive Well
  • be fine a long as we never lose
  • our responsiveness to the
  • consumer.

11
Reference
  • Kotler, P., Armstrong, G. (2003) , Marketing
    6E An introduction, Marketing at Work 12-2,
    Wal-Mart The Worlds Largest Retailer,
  • Prentice Hall.
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