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Essay Available:
Pages:
6 pages/β‰ˆ1650 words
Sources:
5 Sources
Style:
APA
Subject:
Communications & Media
Type:
Case Study
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 26.73
Topic:

Walmart's Marketing of Juneteenth-Flavored Ice Cream

Case Study Instructions:

It's a Public Relation case study paper
M12: Final Case Study Paper
Choose a business or nonprofit organization to review/profile for its good or bad handling of an issue, crisis, problem, or opportunity via its public relations efforts. The focal issue/problem of your case study should be recent – within the last 18 months. Write a 6-8 (max) page paper. [NOTES: It is advised to seek the opinion/approval of your topic by the instructor prior to beginning work on the assignment. This is an individual assignment, not a group assignment.]
criteria
Overview of organization: summarize your selected organization, i.e., its purpose, number of employees, management structure, etc.; why you chose this organization for your case study; provide an overview of this organization’s current reputation among stakeholders 10
Specific assignment questions/issues addressed:
Case study analysis should follow a critical thinking process. Review the case thoroughly. Determine how each case achieved its outcomes by retracing the pr process followed. Questions/criteria to ponder in a case review may include:
1. Was research used to identify problems, opportunities, solutions, values? Were the appropriate methods used? Could more effective research have been conducted?
2. Were key stakeholders/publics identified? What is important to each?
3. Were goals and objectives clearly articulated? Were they measurable?
4. Were the key messages clearly defined? Did the messages promote the organization’s goals and address the publics’ needs/interests?
5. Were the appropriate strategies and tactics used to reach the identified stakeholders? Were multiple media used and used effectively? Were there any missed opportunities? Did the plan adhere to established budgets and timelines?
6. Were the campaign’s actions and messages consistent with the organization’s values, mission, business goals, etc.? Did the case reflect/follow ethical standards and laws/regulations? Did the organization act in the public interest?
7. To what degree was the campaign successful? How was the success or failure evaluated? Were there unanticipated forces or events that influenced the outcome?
The purpose of a case study analysis is to gain a better understanding of pr initiatives, their outcomes, and the forces that shape them. Let the facts speak for themselves. Adopt an analytical and neutral tone; be fair. Criticism or praise may be a byproduct but should not be the focus. 20
Professional writing: clear organization and logical flow; AP style; reflects proper writing mechanics and is error-free in regard to grammar, spelling, punctuation; submission reflects clarity and is concise; references cited appropriately 10
total 40

Case Study Sample Content Preview:

M12: Final Case Study Paper
Student's Name
College/University
Course
Professor's Name
Due Date
Marketing practitioners and scholars increasingly view media imagery as vital to their promotional objectives. They consider how customers of diverse backgrounds interact with information and messages and thus internalize as well as include them into their psyches. Negative characteristics of media messages can damage a company's reputation. This is because advertising can be used to propagate stereotypes. In this vein, the industry's social and institutional roles in influencing misunderstanding along the gender and race lines should be emphasized in such contexts. With the current emphasis on social justice and sustainable business models, companies should be careful when developing their business strategies to ensure they are congruent to such ends. Corporate scandals or controversies can undermine the company's image, growth, and sustainability. This paper evaluated Walmart's controversial marketing of Juneteenth-flavored ice cream to augment the understanding of public relations initiatives, their outcomes, and the forces shaping them.
Overview of Organization
Walmart is a retail corporation operating in different countries, established as a small discount retailer in Ark. It has since developed into a large and influential retail chain worldwide. The organization primarily aims to offer consumers a distinct shopping experience, providing a wider assortment of products at lower prices in physical and online stores. The company's focus on lower processes forms the foundation of its strategy and drives it to success. Walmart operates 10,500 clubs and stores across different countries, rendering it significant in the world retail industry (Walmart, n.d.). Walmart has a vast workforce, employing about 2.1 million associates worldwide, with 1.6 million working in the United States of America (Walmart, n.d.). It emphasizes worker development and career advancement, considering that 75% of store operations management teams in the United States began as hourly workers (Walmart, n.d.). The organization's lower price commitment, widespread presence, and dedication to worker development have enhanced its position as a leading retail store that progressively serves communities and consumers globally (Walmart, n.d.).
Reason for Choosing Walmart
Considering the recent controversy over Walmart's "Juneteenth ice cream" product, it is the perfect choice for this case study. The organization faced criticism for taking advantage of a solemn holiday to advance its commercial purposes, to which it later apologized (Bogage, 2022). As a retail store operating in different countries with a vast consumer base, and crucial influence on the global retail industry, the organization's handling of such sensitive issues is an intriguing case for analysis. Such an incident offers an opportunity to evaluate how a significant organization with a different audience handled a culturally vital event and the ensuing response from different stakeholders.
Overview of Current Reputation Among Stakeholders
The company experiences a mixture of both negative and positive perceptions currently. Walmart experiences significant criticism concerning ...
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