رموز موفقیت سم والتون

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پچٍِ لل اقللا ALWAYS LOW ‏تم‎ 

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سم والتون > بنیانگذار فروشگاه های زنجیره ای والمارت و کارآفرین شناخته شده در سرار دنياء اولين شعبه ى والمارت را در سال 1962در آرکان زاس آمریکا افتتاح کرد. که هم اکنون دارای بیش از 8500 شعبه در سراسر ‎alo> jl «Lio‏ آمریکا, کانادا, مكرك رابن. ‎Cris ot‏ شیلی, برزیل, ارژانتین و حتی هند ميباشد. كرجه به دلیل عدم 

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‎ioe‏ اولین شعبه ی والمارت را در آرکانزاس افتتاح نمود هیچکس موفقیتی را که در انتظار این فروشنده گمنام ‎oy‏ ‏پیشبینی نمیکرد. مهارت والتون در کاهش و ‎aS oul‏ داشتن هزینه ها باعث شد که والمارت نه تنها به بزرگترین بلکه به پر فروشترین خرده فروش در دنیا تبدیل شود. ‎9 ae Sl wl ‏اصلی‎ a ‎ 

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Our people make the differenceflain ‏احترام به‎ . میتوان گفت که بیشترین مهارت والتون در استخدام» آموزش و پرورش کارمندانی متعهد بود که خود او از آنها به عنوان همکارانش یاد میکرد. والتون همواره اعتقاد داشت كه بايد به حرف كارمندانش كوش دهد و آنها را براى دادن ايده ها و ييشنهادات جديد به جالش بكشد. اين كارمندان هستند كه در والمارت براى كاهش هزينه بيشنهاداتى ميدهند و كارمندان هر شعبه ازاين حيث با هم رقابت ميكنند. نهايتاً صرفه جويى هاى انجام شد در تعميرات و ساخت شعبه هاى جديد مورد استفاده قرار ميكيرد. والمارت كارمندان خود را براى فعاليتى كه انجام ميدهند به خوبى تجهيز ميكند و موفقيت آنها را در زمينه اى كه در آن مشغول به فعاليت هستند ميسر 0 اجه 7 “Yes we can Sam...’ 

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یکی از عمیقترین باور های والتون این بود که هميشه حق با مشتری است و کارمندان باید بتوانند حد اکثر ظرف مدت 24 ساعت به تقاضا و نیاز مشتری و يا تأمین کننده پاسخ دهند. والتون: ما همواره انتظارات مشتریانمان را در هر ساعت ازهر روز برآورده میکنیم و این فلضفه ایست که والمازت همجتان دیبال ميكند. بايد به مشتریان به هنگام ورود خوشامدگویی گفته شود و هر شعبه منعکس کننده ی ارزش های مشتریانش باشد. How can we help you...? Aggressive Hospitality...! 

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گسترش و رشد در بازار های جدید, نوآوری با همواره پایین ‎by abi nals oS‏ Always low prices... 

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How Well All Core Expectations Are Met (Weighted for Expectation Importance) D Convenience O price 5 ‏عن‎ ‎D Quaity BB Scope Wal-Mart Target Kmart Avg, ‘Avg. Drug) Grocery Chain Chain 100%. 80%. 60%. 40% 20901 0% Percentage of Expectation Met 

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۳ مامور بت : Vhe vorporde wissica vad be stated us Polows: Os OtOant ooutiques to you into ce oreos ord ce weds, Dur sucess wil divas be utributed to mur culture. Okether pou walk tatoo Od-Oat store it pour kowetous or poe uoross the pousiqy while pou're Do vacdion, pou poo dios be assured poulne yptiog lous prices ced thot ‏موه صاطج جنوس‎ pouvE DoweE to expect Pow us. ‘ou'l Peet ot howe fc copy deported oP cap store...tkol's pur ‏ان‎ 

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Strategic GoalsS ji ,iwhsbe2l -Dominate the Retail Market wherever Wal-Mart has a presence. *Growth by expansion in the US and Internationally. *Create widespread name recognition and customer satisfaction with the Wal-Mart brand, and associate the retailer with the reputation of offering the best prices. *Branching out into new sectors of retailing such as pharmacies, automotive repair, and grocery sales. 

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1. Dominate the Retail Market Everywhere A key strategy of Wal-Mart is to dominate the retail market. Company founder Sam Walton put in place a retail philosophy the company still follows. Wal-Mart is primarily a discount retailer because they sell their products at the lowest possible prices. By selling at the “lowest price." Walton outlines that the essence of successful discount retailing to cut the price on an item as much as possible, lowering the markup, and earn profit on the increased volume of sales. Another subset of this strategy is the competitiveness of every unit. Each store is encouraged to ferociously compete against all other stores in its customer base until the Wal-Mart store gains dominance over its local competitors. Wal-Mart is currently ranked as the world's number one retailer and the number one company in the world in terms of sales (over $200 billion) on the Fortune 500 list The key strategy is to dominate a market. Using its ae ee Seis 

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2.Growth by expansion in the US and ‏اير‎ ‎Internationally. [7 A strategic goal of Wal-Mart is to expand. It has done so successfully. Looking at the facts and figures clearly shows the corporations dominance and power. Currently the corporation employs over 1.3 million employees, one million in the US alone. The company owns over 8500 stores worldwide. Over 1,200 units (stores) are in operation internationally. Domestically, Wal-Mart is the largest US retailer, employing around 1 million people. It has over 3,000 stores and outlets, and 77 distribution centers. The company serves more than 100 million customers weekly in all 50 states, Puerto Rico, and several nations around the world. Internationally, the retailer operates in Mexico, Canada, Brazil, Japan, Argentina, Brazil, Chile and the United Kingdom. Its expansion strategy internationally has been aggressive and powerful. Wal-Mart is now the largest 

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3.Create Positive Brand and Name Recognition The company aims to create positive impression of customer satisfaction with the Wal-Mart brand. Their goal is to have the customer associate the retailer with the reputation of offering the best prices. The company accomplishes this through television advertising campaigns and newspaper adverts. Characteristic of Wal-Mart advertising is the use of actual Wal-Mart stores and employees in its commercials. Key themes, such as "Low Prices Always" are featured. The company engages in partnerships and co-branding. For example, many Wal-Mart stores have a McDonalds restaurant inside them. Due to the size of the retailer, certain exclusive promotions are made with Hollywood movie companies and music companies, for exclusive in Wal- Mart promotions and distribution 

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“Branching out into New Sectors of Retailing A successful company strategy has been to branch out into new sectors of retailing. Wal-Mart has recently become a major pharmacy, automotive repair shop, and is now moving into grocery sales. This is an example of success - it exemplifies Sam Walton's vision of being the best retailer around. After a store expands physically and geographically, it must then expand in terms of what they sell; branching out and competing with other businesses. The traditional retail business of Wal- Mart has been selling discount and cheap house wares and plastic goods, clothing, sporting goods, and toys. Other departments include but are not limited to stationary and office supplies, hardware, home improvement, paint supplies, arts and crafts, cosmetics and toiletries, shoes, books and magazines, greeting cards, and confectionery. Wal-Mart has also encroached into home electronics, automotive supplies, pharmaceuticals, jewelry sales, photo finishing, travel planning, and home gardening. More recently Wal-Mart has begun to move into the grocery store business with its new “Neighborhood Markets." Everywhere the store has a department, it competes with those businesses, which 1 specialize ‎este oa‏ ی ‎ 

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we What are the Key Features of Wal-Mart's Approach to Implementing the Strategy Put Together by Sam Walton -- The key features of Wal-Mart's approach to implementing the strategy put together by Sam Walton emphasizes building solid working relationships with both suppliers and employees, being aware and taking notice of the most intricate details in store layouts and merchandising techniques, capitalizing on every cost saving opportunity, and creating a high performance spirit. This strategic formula is used to provide customers access to quality goods, to make these goods available when and where customers want them, to develop a cost structure that enables competitive pricing, and to build and maintain a reputation for 2 Perini Ai: 

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The Wal-Mart Business Strategy ( ttegaed Logics: Super | “otensely xan 

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Opportunities Threats 

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نقاط ضنوع 5و6 ۱۷۷6۵1۴ *Wal-Mart is the World's largest grocery retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of control. *Since Wal-Mart sell products across many sectors (such as clothing, food, or stationary), it may not have the flexibility of some of its more focused competitors. *The company is global, but has has a presence in relatively few countries Worldwide. 

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فرصتط 0۵000۲۷۱۲۱۵65 *To take over, merge with, or form strategic alliances with other global retailers, focusing on specific markets such as Europe or the Greater China Region. *The stores are currently only trade in a relatively small number of countries. Therefore there are tremendous opportunities for future business in expanding consumer markets, such as China and India. *New locations and store types offer Wal-Mart opportunities to exploit market development. They diversified from large super centres, to local and mall-based sites. *Opportunities exist for Wal-Mart to continue with its current strategy of large, super centres. 

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تهدید ظ ۲۳۲6۵۲5" *Being number one means that you are the target of competition, locally and globally. *Being a global retailer means that you are exposed to political problems in the countries that you operate in. *The cost of producing many consumer products tends to have fallen because of lower manufacturing costs. Manufacturing cost have fallen due to outsourcing to low- cost regions of the World. This has lead to price competition, resulting in price deflation in some ranges. Intense price competition is a threat. 

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