In recent years as many new ethnic groups and minority groups have entered the workforce in the United States American Corporations have recognized the need to change marketing strategies to and respond to the widening population of people from different ethnic and cultural backgrounds Business owners have also recognized that to market to these groups that they need to see people who are representative of the clients they are selling to, and products made for or targeted at those respective groups.
Nicole Johnson-Reece the VP of diversity and community involvement of Cendant Corporation wrote that “In order to properly penetrate the community groups and appropriately create products and promotions for the target consumer the marketing and sales teams need to be reflective of the customer base that is being targeted” This is just good business.
This focus on representing a diverse population is imperative as we move and extend our businesses beyond U.S. borders. To operate in other countries a business must be aware of and be responsive to the needs and expectations of the customers in that marketplace. This is exactly what Wal-Mart has done.
Wal-Mart is the world’s largest retail store chain boasting revenues of about $400 billion a year— more than the GDP of many small countries. Wal-Mart operates stores across the globe, hitting the Fortune 500 almost yearly since 2002. (Bateman, T. S., & Snell, S. A. 2011). They have more than 9,000, locations and over 2 million employees, 35.33%, percent associates are members of minority groups 57.76% are women. Because Wal-Mart employs so many people across the globe it was essential that they respond quickly to this need.
Wal-Mart responded by creating the Global Office of Diversity in 2003. They “focus on fostering a high-performance culture based on inclusion” (Wal-Mart Office of Diversity, nd). Also in 2009 Wal-Mart introduced the President’s Global Council of Women Leaders. Their job is to identify ways Wal-Mart can become a better place to work for female employees.
Another thing Wal-Mart did to address the influx of Latin American customers in the United States was to create The Supermercado de Wal-Mart and Más Club . They carry both domestic brands and imports from Latin America. The Supermercado even added a tortilleria. Más Club is a warehouse club similar to Sam’s Club or Costco but different in that they stock a huge array of Hispanic products, and is very the first Latin American focused model in the United States.
Some of Wal-Mart’s achievements include honors, such as being” voted one of the Top Companies for Executive Women(NAFE), and one of the Best Companies for Multicultural Women by Working Mother Media. Wal-Mart was voted one of the Top 50 Companies for Latinas by Latina Style magazine (Wal-Mart Office of Diversity, nd). “In 2010, Wal-Mart was ranked fifth among America’s Top Organizations for Multicultural Business Opportunities by DiversityBusiness.com” (Wal-Mart Office of...