It all began on June 2nd, 1962 at 719 Walnut Ave, Rogers, Arkansas. A man named Sam Walton opened up a discount merchandise store and named it simply Wal-Mart. Over the next five years, there were 24 more stores opened, turning in an astonishing $13 million. Sam’s marketing strategy? Do not charge customers as much as the competitors do.
With that strategy, Wal-Mart has grown into the largest seller of retail products in the entire world. The trademark logo, along with the words, “We Sell For Less” can be seen on over 8,500 stores in over 15 different countries. In fact, there are only a handful of U.S. cities not located within a 60 mile radius of one of Sam Walton’s Wal-Mart stores.
The growth of the retail conglomerate has been directly contributed to the company’s dedication to providing customers with quality products at the absolute lowest possible price. It has been Wal-Mart’s unique relationship with both its customers and employees (known as “associates”) that has been the driving force behind the company’s public relations.
By taking the initiative to put the needs of the customer at the forefront of the operational strategy, Wal-Mart has been able to maintain a constant growth in sales, despite times of low economy strength. Customers benefit more by paying a little less at Wal-Mart than if they were shopping anywhere else, and Wal-Mart benefits financially by selling more products, yet at a cheaper price, than the other retail stores.
That type of “win/win” mentality has trickled over into how the company maintains such a strong workforce through the relationship the company has with its employees (associates). Wal-Mart pays its workers at a much higher, competitive rate. It also promotes from within. That means a worker has the opportunity to move up the corporate ladder, within the ranks of a company that treats them with dignity and respect that they deserve.
Wal-Mart is also quick to respond in the face of tragedy. When Hurricane Katrina, swept her wave of destruction, over the southern Gulf Coast, leveling Louisiana. Wal-Mart used the decades of technology and intricate system of supply and demand to send over 1500 tractor trailer loads of free supplies and merchandise, feed over one hundred thousand people, guarantee every employee affected by the disaster a job elsewhere and donate over $20 million. Showing, once again that Wal-Mart believes in giving back to the community.
The company also uses every opportunity to demonstrate its energy efficiency. Recently, Wal-Mart spent over a half billion dollars on switching 25% of the trucking fleet to a more energy saving, fuel efficient engines. Also, reduced greenhouse gases by a staggering 20% and introduced a way to cut over 30% of the entire chain of stores electrical energy.
Sam Walton only wanted to provide a service to customers by saving them a little money back in the early sixties. What he created was an empire of quality salesmanship, affordable merchandise and a legendary relationship with the people that Wal-Mart cares so much about, its customers.
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