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Wal-Mart

Wal-Mart. Public Relations Case Study By Riley Hall PR Case Studies, COMT 526/800 Dr. Keller. Strengths. Numbers: 1994: 2440 stores total 2006: 3863 in US, 2700 more outside Information Technology/Supply Chain Store brand superpower. Weaknesses.

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Wal-Mart

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  1. Wal-Mart Public Relations Case Study By Riley Hall PR Case Studies, COMT 526/800 Dr. Keller

  2. Strengths • Numbers: • 1994: 2440 stores total • 2006: 3863 in US, 2700 more outside • Information Technology/Supply Chain • Store brand superpower

  3. Weaknesses • Supplier relations and employee treatment scandals • Fall from grace as a supporter of American business • Store saturation, with decreasing profit per store

  4. Growing Pains: Saturation

  5. Same-store Sales Increase • Same-store sales increase measures the amount (in percentages) of sales increase each store experiences over the previous year. • Compared with Target, Wal-Mart is struggling.

  6. Opportunities • International Markets • Great potential, but inconsistent performance • Organic food • Health care spending

  7. Threats • Stiff international competition • Community opposition • Class-Action Lawsuits • Weaken brand image • Increase distrust • Its own pricing tactics

  8. Suggested PR Approaches • Increase public relations and communications in general • Redirect efforts from new stores to better stores: • Store appearance • Marketing approach • Give employees more voice

  9. Conclusion • Can Wal-Mart afford not to change? • Will we let it?

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