Slide 1-23: Internal Marketing
Walton’s belief in no perks and low-overhead costs has also carried through the history of the company and has had a significant impact on the image it has as an employer and for consumers as well. While Wal-Mart may be one of the largest employer in the country employing nearly “1.5 million sales associates” it has not done a good job at motivating employees to help build a customer friendly and oriented industry. It is common to instead to see empty shelves in the store or not to be able to find an associate to help answer questions or even provide any kind of assistance. And in response to customer complaints this year Wal-Mart has taken the initiate to add more permanent jobs to improve customer service. “They’re competing more and more for consumers’ dollars and they want to have sufficient employees to get the right product to the right shelf at the right time.”
And “While the move will add an incremental cost on labor, it could help the company “capture additional sales,”. Beyond their customer problems internally Wal-Mart is an ongoing battle with different labor unions that. For example, there is ever an ongoing battle with the UFCW who says they are advocating for better working conditions, equitable pay and benefits for both part time and full time employees. In 2013 “two activist groups filed complaints accusing the retail behemoth and its suppliers of poor labor practices [and] in more than 30 allegations of unfair labor practices filed with the National Labor Relations Board on Wednesday and Thursday, the ‘Our Walmart’ advocacy organization accused the chain of trying to silence protesting workers.
Slide 1-28: Marketing Management Tasks
From its inception Wal-Mart knew what direction it would follow as it was the foundation that allowed Walton to grow from the backwoods of Arkansas and expand nationwide and then internationally. At its core: low-prices. Walton achieved this from day one by targeting “higher sales volume by marking up slightly less than most competitors” meaning that he would keep his margin low and make up for it later with volume sales. And while Wal-Mart may be having a sluggish growth rate of late