Brands & Branding and Private Labels Case Study

Wal-Mart – Building a New Image

OR

Abstract:
Wal-Mart, the second largest company in the world is also the largest retailer in the world. In the past decade, Wal-Mart has been mired in controversies. It has come under increased criticism on a variety of fronts, from paying low wages and providing paltry health benefits to hurting local businesses. Such criticism has escalated since 2004, as two union-backed groups have run grass-roots campaigns to draw attention to Wal-Mart. Analysts observe that the negative perceptions have slowed sales, as some shoppers turn away from the retailer.

Lee Scott Jr (Scott), CEO Wal-Mart realises that many of the controversies that have to do with the environment will end up with people feeling that Wal-Mart has a greater responsibility than they are accepting He decides that Wal-Mart needs to define its responsibility broadly, in a way that will bring its vast supply chain--where its environmental impact is the greatest--into the picture. He aims to turn it into the world’s largest environment friendly store. Apart from improving its image, motivating employees, Wal-Mart can also save money by going green.

Pedagogical Objectives:

• The case discusses green consumerism with respect to Wal-Mart
• The case outlines the various environmental and other controversies that have had a negative impact on the retailer’s sales
• It discusses senior management’s initiatives to turn Wal-Mart into the world’s largest environment friendly store
• The case highlights that apart from improving its image, motivating employees, Wal-Mart can also save money by going green.

Keywords : Wal-mart, Sam's club, Sam Walton, Sex discrimination litigation, Supercentre, Organic product market, Kid Connection, Sustainable value networks, Brands & Branding Case Study, Environmental campaign, Wal-Mart Jobs & Opportunity Zones, Discount stores, Online retailing, Wal-Mart in controversies, Green initiatives, Environmental Quality Act