Walmart 2003 Annual Report Download - page 17

15
Our Good Name
Improving a Solid Reputation
As Wal-Mart has grown to become
one of the most successful and visible
companies in the world, our good
name and reputation have drawn
increased scrutiny.
For this reason, our Company has placed
an increased priority on protecting and
improving our reputation. In 2002,
we began a comprehensive research
program focusing on several key
audiences, including consumers,
investors, community and government
officials, and our own Associates. Since
these constituencies have a direct
bearing on our future growth and
success, we need to understand better
how they feel about Wal-Mart, not
only as a retailer, but as a responsible
employer and good corporate citizen.
Our goal is to compare the people
who like and respect Wal-Mart with
those who don’t, and understand
the differences between the two. By
defining these “reputation drivers,”
we can better protect and improve
our reputation.
So far, we’ve completed the initial
research with consumers and
local community and government
officials, including city council
members, chambers of commerce and
local newspaper editors. We’re now
reacting to the results of this research.
Next, we’ll complete the Associate
research, and later this year we’ll
conduct similar research with two
other important audiences: suppliers
and the financial community.
Here’s what we’ve learned so far:
•Wal-Mart has an excellent
reputation: The research shows
that Wal-Mart is a respected and
admired company. We’re generally
seen as an excellent retailer and a
valued local citizen, and more than
90 percent of those surveyed said
Wal-Mart has a good, very good or
excellent reputation.
•Our reputation, like our business,
is a very local experience: People
look to their local Wal-Mart store
and our Associates there – not to
headquarters or the executives – in
building their view of our Company.
This validates our “store of the
community” approach to serving
our Customers and executing our
charitable giving programs.
•Wal-Mart jobs are key “reputation
drivers”: Everyone places value on
Wal-Mart as a retailer – even
those without much respect for
us overall. However, many people
don’t appreciate the jobs and career
opportunities we provide. Yet when
people better understand that two-
thirds of our jobs are full-time, that
we provide competitive pay and
benefits, and that we offer unlimited
career opportunities, their opinions
of Wal-Mart improve significantly.
•We must be a “good neighbor”:
In addition to supporting local
charities, people want to see Wal-Mart
Associates involved in important
community issues. They expect us
to keep our stores clean and safe.
And beyond our “Every Day Low
Prices,” they want to understand
better our overall economic impact
on the community.
Wal-Mart is now responding to
the opportunities identified in the
reputation research. For example,
our corporate communications and
marketing groups are developing
external communications programs
highlighting our job and career
opportunities, along with our
community “Good Works.” Our
real-estate group is considering how
to give local government leaders
more “ownership” in the design
and location of our stores, and our
operations group and the Wal-Mart
Foundation are working together to
make our local giving and involvement
more visible and responsive to specific
community needs.
In short, we have much to be thankful
for in terms of our overall reputation.
But the focus at Wal-Mart is always
on improvement, and we hope you are
pleased to know that we’re taking this
same approach to protect and further
improve our good name.