Walmart Update 2011 Case Study
Walmart is one of the leading global retail firms
worth more than 420 billion dollars. Walmart store opened its doors to
customers in Arkansas in the year 1962, and more than half a century later,
there are approximately 8200 Walmart units spread across the globe. As the
global recession took place in 2009, Walmart’s performance and its market share
rose sharply (Yoffie, 2011). However, there is a need for proper strategic
management of the corporation’s performance to maintain its competitive
advantage and to sustain its growth.
The strategic planning process of Walmart's status
involves scanning of its external and internal business environment to enable
the business entity to position itself and its services into perspective. SWOT
analysis highlights the major weaknesses and strengths of Walmart together with
any arising threats or opportunities in the course of operation.
Strengths
Walmart has built its brand image around the provision
of quality products with low prices. Application of this core competency has
stamped the firm's position as superior when compared to its competitors in the
United States, China, and other parts of the world. Walmart also involves local
communities by hiring local staff and sponsoring local sports events. Walmart's
practices and policies are designed to ensure equitability and exclusivity
within the internal business environment. There is a provision of equal
employment opportunities and periodic training to its workforce to update them
on market needs. Globally, the organization has more than 2.2 million employees
and business associates.
Weaknesses
Walmart lobbies to
expand to a new business environment in the developing world. Given that
Walmart negatively impacts local stores, environment, and traffic, activists
often attempt to block the introduction of its subsidiaries in some areas of
the United States. Unethical business policies such as unfair business policies
damage the reputation of Walmart, resulting in a shutdown of operations in
countries such as Germany and South Korea. Even worse, only a handful of female
employees and minorities hold managerial positions.
Lack of diversity among Walmart’s employees in the
United States hurt the brand both locally and internationally. In addition, the
corporation does not have clear job security for its employees and associates,
besides their ill treatment. Walmart is a non-unionized organization whose
employees earn relatively low wages when compared to those hired by unionized
competitors. The low salaries affect the standard of living of Walmart
employees. Furthermore, the organisation is not actively engaged in research
and development activity in new markets.
Opportunities
Walmart and other similar multinationals have an
opportunity to showcase their services and products especially when state
authorities invite potential investors to forge deals on new trade agreements,
thus expanding retail markets. In addition, all Walmart products and services
are offered on private labels. Given its size, Walmart incurs less resource to
cover operational costs in gaining higher business margin and provision of quality
products (Yoffie, 2011). It also has
multiple opportunities of forming new business alliances and merging with
startup retailers in all parts of the globe. The retail market in Asia is
untapped. Therefore, Walmart has an opportunity of expanding to other Asian
apart from China and Japan. Asian economies are growing rapidly, hence the
implication of rising consumer spending that will be beneficial to Walmart
should it join the vast market.
Threats
Walmart faces stiff competition that is common in the worldwide
retail market and local stores. Persistence of this competition can result in
low profitability due to minimal annual sales revenue. Besides, there is a
growing resistance and opposition from the local business in the countries of
operation such as India. The government intends to protect local businesses
from market saturation by multinationals, hence threatening restriction of
operation by Walmart and other international retail organizations. Cases of
lawsuits targeted at the corporation are also on a sharp rise.
Case Analysis
The case study indicates that Walmart is on a growth
trajectory even though its US branch is on a brink of collapse. Therefore, it
is imperative for the organization to address challenges that slow its growth
pace such as women rights, diversity and its poor record on environmental
concern (Yoffie, 2011). The firm should utilize its strength as a market leader
to introduce sustainability policies that can be emulated by its competitors
hence ensuring survivability during economic downturns. In addition, rising
questions on the validity of Walmart's claim on low commodity pricing should be
quieted and addressed by discounting prices as a long-term business strategy.
In summary, it is clear that Walmart has a strong
market position in the globe. Its size provides economies of scale and
enhancement of brand image (Yoffie, 2011). However, as economic uncertainties
and market volatilities threaten to halt its progress, its leadership is
mandated to review the company’s strategies to address surfacing employee
dissatisfaction and poor record in business ethics. It is recommended that
Walmart should embrace e-commerce and online business transactions to reach out
to a wider global market. Moreover, the firm should establish a corporate
culture that encourages involvement of employees in decision-making
References
Yoffie D. (2011). Walmart Update 2011. Havard Business Review. Print.
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