Organizational Objectives and Strategy

Organizational Objectives and Strategy
Student's Name
Institution
Organizational Objectives and Strategy
Marketing Objectives
For Wal-Mart to attract and serve visually impaired consumers globally, it will need to incorporate voice prompts in its self-service checkout kiosks. The following are the key objectives that relate to the new service
1 Gain 20% of visually impaired consumers within 12 months. This will be measured based on the number of visually impaired consumers who access Wal-Mart's self-service checkout kiosks.
2 Grow social media reach by 20% among visually impaired consumers within four months.
3 Increase sales by 10% at the end of the fiscal year by increasing the average amount of transactions from visually impaired consumers
4 Utilize webinars to generate 100 new leads per webinar from visually impaired consumers. This will be measured based on the total number of new leads from visually impaired consumers.
5 Establish two key partnerships with visually impaired social media influencers in the next three months to create awareness among visually impaired consumers about the new service
These objectives will ensure that Wal-Mart is more accessible to visually impaired consumers who have been somewhat ignored by other giant retailers.
Wal-Mart operates in a global business environment and, as such, has to consider certain aspects of a global business environment when planning its marketing activities. The objectives described above relate to the legal, cultural, and commercial aspects of a global business environment in various ways. The legal aspect of the global business environment addresses the regulatory differences in how companies conduct business in different parts of the world. Different countries have different regulations that relate to businesses and their interactions with visually-impaired individuals. The objectives discussed above relate to the legal aspect of the business environment in that they will promote the inclusion of visually impaired individuals in the general consumer environment. According to Bucchianico (2019), regulations exist to protect visually impaired consumers, and one of the key factors considered in their protection is inclusion and fairness in service and product delivery.
The cultural aspect of the global business environment addresses the cultural differences across countries, which interfere with a global organization's success. When dealing with visually impaired individuals, companies have to consider how culture influences the behavior and attitude of visually impaired people. Most visually impaired individuals feel invisible in the general consumers' environment because of cultural influences (Falchetti, Ponchio, & Botelho, 2015).
The objectives discussed above have to be sensitive to the cultural differences among the countries served by Wal-Mart. But more importantly, they have to increase the visibility of visually impaired consumers to ensure that the needs of this target audience are met with the same magnitude as the general consumer group. One of the objectives, which involves forming partnerships with visually impaired social media influencers, relates to the global business environment's cultural aspect. It will inc...