Like most large companies, Wal-Mart offers a censored glimpse into their corporate mindset by letting the public

in on their purpose and mission. And like any organization, Wal-Mart has several constituencies it must serve if it is to survive and thrive. Whether these stakeholders view Wal-Mart as a benevolent behemoth or evil empire will depend on how closely their goals and objectives match those of the company. Wal-Mart Mission and Goals Wal-Marts statement of purpose and mission statements mimic and reinforce each other. According to the companys website (www.walmartstores.com) their mission statement is as follows:, Wal-Marts mission is to help people save money so they can live better. They

further state their purpose as We save people money so they can live better. Find out what we're passionate about, our strengths, and our reason for being. What these statements do not clearly say is that Wal-Marts function is that of a discount retailer and grocer. Wal-Marts identifies four strategic goals (Hayden, Lee, McMahon & Pereira, 2002). The first goal is to dominate the retail market wherever the company has a presence. The second goal is to grow by expanding in the domestic and international markets, The third goal is to create brand recognition relating low prices with the Wal-Mart name and customer satisfaction with the brand. The last goal is to expand into other areas of merchandise segments. When it comes to the merchandise that Wal-Mart carries, they state three major goals. These goals are: one, offer price leadership on top-quality brands; two, ensure clarity of product offerings; and three, invest in growth categories In addition to normal projections, Wal-Mart has also announced goals relating to product safety and environmental issues (http://walmartstores.com.). CEO Lee Scott added that WalMarts goal is to be an innovator not just in the retail segment, but in taking on the worlds

problems as well. In addition, Wal-Mart announced goals relating to diversity and employee retention (http://walmartstores.com). Stakeholders Despite Wal-Marts size, their categories of stakeholders will match those of any other publicly held company. There are two types of people with a vested interest in the activities of an organization, internal stakeholders and external stakeholders (Kinicki & Williams, 2006). Internally, stakeholders include the owners (stockholders), employees and the board of directors. Externally, there are a myriad of stakeholders ranging from customers, suppliers and lenders on to governments interested in tax revenues and the competitors impacted by Wal-Marts presence. Stakeholder Analysis When asked if the companys mission fits well with the objectives of its stakeholders, the answer for Wal-Mart, as well as any other business, will invariably be yes. The stated vision and mission will always be a match for the objectives of the stakeholders. To do otherwise would be to invite problems. But, public pronouncements aside, it is how closely the company operates to their claims that prove how well the goals fit. The fit of the companys mission with the goals and objectives of its employees and customers and suppliers will be addressed next. Wal-Marts short purpose and mission statements focus solely on the customer. By concentrating on saving people money so they can live better lives, the companys mission fits well with the most overt goals and objectives of this stakeholder, better living for less. With the average Wal-Mart shopper earning an annual income of $35,000 compared to the average income for Target shoppers of $50,000 (Mallaby, 2005), the advantage Wal-Mart provides to their customers is obvious.

Another important Wal-Mart stakeholder is found in its employees. While any mention of employees is noticeably absent from the companys mission statement and statement of purpose, their website devotes several pages to the subject of employee relations. These pages describe a positive employment culture where the associate is a valued and respected member of the team (www.walmartstores.com). The website explains that employees can count on an open door policy, that they will be treated with respect, and paid a fair wage. The site also details some of the many benefits, including health care, available to Wal-Mart employees. These stated policies are in accordance with what the average working person would see as being aligned with their personal goals and objectives, an employment with fair treatment and a good wage and benefit package. Wal-Marts aim to expand and dominate the market can serve the employees goals as well. As stable and growing company can provide the secure employment and growth opportunities most employees seek. Realities It one were to take Wal-Mart at their word, they would be the perfect fit for both their employees and customers, but that is not necessarily the case. In several instances Wal-Mart can be seen as operating in antithesis to the objectives of these stakeholders. In 2001 the average hourly rate for a Wal-Mart employee was $8.23 resulting in an annual wage of $13,861, well below the federal poverty line (Bianco and Zellner, 2003). The company has faced and continues to face numerous lawsuits and class action suits brought by current and former employees (Bianco, 2007). Suits ranging from unpaid overtime to various types of discrimination show a pattern that is not in concordance with either the companys stated positions, nor the aspirations of its employee stakeholders.

While customers are served by receiving lower prices, what about the level of service they are receiving? A Wal-Mart customer can expect service to be difficult to find and will also find a limited selection of products from which to choose (Marshall-Bowler, 2007). Poor selection and poor service probably are not high on the list of goals and objectives for consumers. This is hardly a match between Wal-Marts stated goals and those of its customers. Conclusion As previously noted, the key to whether a company operates in the best interest of its stakeholders is not in what they say it is what they do. Wal-Mart talks a good game, but with the exception of low prices, they often fail to live up to their claims or their goals.

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