Marketing 4 Business & Marketing Essay Research Paper (Essay Sample)
We discussed Walmart deciding to close on Thanksgiving Day. See excerpts from Ad Age article below. You can also find other info online.
Walmart U.S. CEO John Furner couched the decision as a way of appreciating employees for their work, as he also announced that the retailer would pay an additional $428 million in bonuses—$300 per full-time and $150 per part-time employee—bringing its pandemic bonus pay to a total of $1.1 billion. “We know this has been a trying year, and our associates have stepped up,” Furner said in a statement. “We hope they will enjoy a special Thanksgiving Day at home with their loved ones.”
As CMO of Walmart, would you do anything with this situation to strengthen your brand? Consider any existing brand equity that exists (positive or negative) in your answer. Also consider Walmart’s role as an “essential retailer” during the pandemic. In your response please use supporting facts you find online.
By maintaining its commitment to helping consumers live better and save money “anytime and anywhere,” Walmart has remained even more resilient during Covid-19. It has not only ensured the flow of essential products to its customers but also supported its staff and community (Walmart, np). However, like any other global retailer, Walmart has experienced problems including severe disruptions, variations in demand, and supply during this pandemic. Its ability to adapt, coupled with deeply held principles, philosophies, and management practices, have helped the company emerge successful even during this crisis. Also, its essential nature of business and online proposition has effectively earned the company a better edge to uphold demand amid the pandemic.
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