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Defining strategy intent and themed message
Wal-Mart wants to be known as a market-driven retailer that has the

interests of its customers, employees, suppliers, and local communities
at heart. The company had for a long time been able to frame its low-
cost market strategy in terms that not only fitted with it own customer-
focused identity, but also acceptable to consumers and the general US
public.
However, in recent years, Wal-Mart has faced criticism for the way in
which it engages with, and cares for, important stakeholder’s groups
such as employees and members of the local communities in which the
company operates.
Your duty is:
1. Analyze the gap between Wal-Mart’s vision and the actual
reputation that Wal-Mart currently has with employees, local
communities.
WalMart is one of the world's leading retail companies but is

considered the worst paying company in America. WalMart said its
full-time employees receive a salary of 12 USD/hour (equal to the
poverty level income of a household of 4 people in the US). But
according to Payscale, workers at Walmart only receive 11
USD/hour. Whether 12 or 11 USD, this is still a very low salary by
American standards. Not only is WalMart famous for its low
wages, WalMart employees also hardly receive any welfare
support from the company. WalMart employees are pushing for a
$15 minimum wage at the company. In 2014, WarMart also faced a
complaint from the NLRB for taking actions against striking
workers in 14 US states and also for allegedly discriminating
against female employees. Besides, another reason why Wal-Mart
is hated is that although this company sells cheap goods across the
country, it is often accused of affecting local businesses where
Wal-Mart has stores. .
Walmart's mission statement is "save money, live better." This

statement embodies the principles of the company's founder, Sam
Walton. WalMart's vision statement is "Be a place for people to
save money, no matter how they choose to shop." Their purpose is
to help people so that everyone can have a better life. However,
except perhaps his employees, Walmart employees with low
income, making it difficult for them to improve their lives as well
as various difficulties in human resource management in the
company. It can be seen that there is a huge difference between
WalMart's vision statement and their reality.
2. Draft a communication campaign plan for Wal-Mart to improve

Wal-Mart’s image with only 3 following contents:
+ Strategic Intent
+ Themed Message
+ Main Message Style
And the explanation for your idea.
The gap between reputation and vision mentioned above creates a

basis for forming a :
+ Strategic Intent of changing the perspective of customers and

stakeholders on the company's image, contributing to changing and
strengthening the company's reputation. company language.
+ With the thematic message "Improving the quality of employee
life is improving the company's success".
+ The style of the emotional message, the campaign is "Improving

the quality of employees' lives is improving the company's
success" mainly focusing on the questions; What happens when
employees' quality of life is improved? How will the company's
quality be improved? Expressing emotions can lead to higher
levels of engagement and connection with an organization, as well
as the organization's stakeholders.
The idea was to target customer and employee perceptions of the

company's image, shedding its reputation as one of America's
worst companies. We must communicate to the public as well as
employees that Walmart has policies to improve the lives of
employees and workers, by increasing wages to make their lives
more comfortable, as well as Improving the working environment
to become clean and friendly also contributes to enhancing the
positive emotions of employees. Welfare must not only be
enhanced and sustainable so that employees can work with peace
of mind. When employees work more actively, their work
productivity as well as the company's revenue can be improved,
and when customers see the company's "positive" work, their
positive attitude towards them will increase. Businesses will also
be enhanced. People will gradually abandon the prejudices of the
good community and improve their reputation.

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Defining strategy intent and themed message

Wal-Mart wants to be known as a market-driven retailer that has the

WalMart is one of the world's leading retail companies but is

Walmart's mission statement is "save money, live better." This

2. Draft a communication campaign plan for Wal-Mart to improve

And the explanation for your idea.

The gap between reputation and vision mentioned above creates a

+ Strategic Intent of changing the perspective of customers and

+ The style of the emotional message, the campaign is "Improving

The idea was to target customer and employee perceptions of the

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