To serve people of different cultures, Wal-Mart, as part of its Diversity and Inclusion strategy, teaches its staff multicultural marketing. As a result, Wal-Mart advertisements are produced in many languages including “Hispanic, Vietnamese and South Indian’’ languages (Diversity and Inclusion, 2007). In addition to these direct attempts at reaching the customer, the company also trains staff who are dedicated to serving in multicultural markets. The aim is to make these employees understand not only the language but also the cultures of the different groups amongst whom they will serve.
Training employees to serve in culturally diverse environments has immediate and long-term benefits for both the employee and the company. For the company, the immediate benefits include the ability to reach new customers without being inhibited by language or cultural limitations. For the long-term, the company benefits by acquiring the goodwill of the customers who feel appreciated because of the trouble the company has taken to understand them. In any sales business, customer goodwill should not be taken for granted.
The employee who gets trained to serve in culturally diverse environments also benefits by acquiring new language, cultural and business skills which would not have been gained without such programs. In addition, the
Need essay sample on "Wal-Mart marketing"? We will write a custom essay sample specifically for you for only $13.90/page
About us. (2009). Wal-Mart. Retrieved March 13, 2009 from http://walmartstores. com/AboutUs/ Diversity and Inclusion. (2007) Wal-Mart. Retrieved March 13, 2009, from http://walmartstores. com/Search/? q=global+workforce Diversity at Wal-Mart Stores. (2009). Wal-Mart. Retrieved March 13, 2009, from http://walmartstores. com/Search/? q=global+workforce Diversity Return on Investment. (2003). Fortune. Retrieved March 13 2009, from, http://www. equalitymagazines. com/droi. html Glater, J. D. (2005). 2 black truckers sue, accusing wal-mart of hiring bias. The new york times.
Retrieved March 13 2009, from http://www. nytimes. com/2005/07/14/business/14bias.html? _r=1 Hayes, C. (2004). Diversity leaders – Advancing business performance through diversity. Black enterprise, 34(12), 127+ Wal-Mart’s communication plan. (2007). Wal-Mart. Retrieved March 13 2009, from http://walmartstores. com/Diversity/ Wal-Mart has failed to improve diversity. (2007). Wakeup walmart. com. Retrieved March 13 2009, from http://www. wakeupwalmart. com/press/article. html? article=783 Wal-Mart to help boost diversity. (2005). BBC News. Retrieved March 13 2009, from http://news. bbc. co. uk/2/hi/business/4355910. stm