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Wednesday, March 01, 2006

 

The storm of Wal-Mart

Soony Seo
Eap2(w/w)
3/1/06
Research paper

The storm of Wal-Mart

Wal-Mart has bought land in Jackson Country Illinois and is planning on building a new supercenter in the Carbondale-Murphysboro area. Wal-Mart tries to build there, because Wal-Mart knows the tendency of the customers who want a cheap price and convenience. Maybe some customers want to buy alcohol at a cheap price because Carbondale Wal-Mart doesn't have alcohol by its regulation of law. In terms of strategy, it is strong attraction to the young people in the Carbondale-Murphysboro area.

On the other hand, small shops tend to be nervous about the supercenter Wal-Mart because they will not only make lower profits but also disappear in the local economy, because of Wal-Mart's cheap price and good convenience. But it is not a good way to stop Wal-Mart without thinking about its advantages for local development. Most common people want Wal-Mart's temptation to attract them with a low price every day. Furthermore, Wal-Mart serves a lot of jobs to the local residents, and the small shops are able to solve their problems with various strategies in a free market.

In the article, "Three cheers of Wal-Mart" the author, Edwin A. Locke, explains that government intervention is un-American in a free market. He insists that it is not moral to make regulations against Wal-Mart, which runs business effectively enough to attract the consumers with low price and convenience. Consumers can buy a variety of quality goods with low price and save money by shopping at Wal-Mart. Wal-Mart should be admired as an American ideal of an innovator with low price every day. Wal-Mart is immoral and un-American. I agree that the government's intervention is immoral and un-American.

I insist that the government should not prevent building a supercenter Wal-Mart in the Carbondale-Murphysboro area for three reasons. First, consumers have the right to enjoy Wal-Mart's low price. Every day most customers want to buy their goods at a cheap price; that reason makes Wal-Mart bigger in the world. The best value is chosen by the customers, so its low price is charming enough to be a winner in the free market. Second, Wal-Mart is good innovator in the free market, so small shops have to change to lure customers willingly. The competitive changes in a free market makes customers happy. Third, Wal-Mart is not criminal to the society; Wal-Mart makes new jobs to the people, and makes profits to share with people.

First, consumers have the right to enjoy Wal-Mart's low price, and Wal-Mart has the right to run business anywhere customers want. Everybody has the opportunity to make money by individual ability in a free market. Wal-Mart's low price and convenience are based on their strategy for finding out the consumer's needs. Rice (2005) explains some consumers are likely to choose cheap price. Some consumers are likely to choose convenience and some consumers are likely to choose quality even though they have to pay more.

If there are low price and high quality in a certain shop, most consumers move to that shop for their needs. It is a principle of a free market. The shop which finds out consumer's need effectively will be a winner. It’s good for customer to shop in choosing shop among various shops for their needs. More competition makes customers happy in a free market.

Consumers have rights to buy anything anywhere. Most consumers want to buy something at a low price. Even though Wal-Mart can not supply good quality, it is worthy to the customer as a low price. "...Wal-Mart can save a family over $2,000 a year compared to shopping at higher priced alternatives," says Hoenig (2004, par. 6). It is strong attraction to the consumer for saving money. Wal-Mart make consumers happy with low price and a good convenience.

Most Americans are likely to be free without intervention of government in a free market. It is immoral to prevent arising of Wal-Mart, and it is an un-American style because government intervention makes wrong activity against freedom of America; every one has the freedom to do everything. Free-market capitalism is based on freedom. Everybody has the opportunity to make money equally without government registration. Everybody can have his profits from business; everybody has the right to be happy according to individual ability.

I agree that Wal-Mart has the right to move into the Carbondale-Murphysboro area because America is based on free-market capitalism. Considering the 'freedom' of America, it is natural to make money by their free will, even though it makes a serious problem of losing profits; furthermore, it makes a social problem of such small shops disappearing in the local market. Adam Smith explains that an invisible hand controls the price of the market without regulation of government. It is possible to explain that the rule comes from controlling demand and supply in the market by invisible hand.

Basically capitalism is freedom. Freedom is the most important value in the U.S. through the history of business in the U.S. According to the Bill of Rights, the government can not make control of the people. The ancestors of America came for freedom avoiding regulations from power of a specific class. If you have desire to earn money with your capital, it is ok, because you have the right to do that. It's capitalism. So the government should not prevent Wal-Mart's marketing strengths such as low prices and convenience and the right of consumers who want to buy anything, anywhere if they want.

Second, Wal-Mart is a good innovator in a free market. Wal-Mart is a leader of innovators in capitalism because Wal-Mart started as a small shop. Wal-Mart has been generated for making money with a low price and convenience. Wal-Mart discovered its own strategy to lure the customers, and they accomplished it. Furthermore, Wal-Mart makes influence on the other shops. The small shops should search for their special strategy to lure the customers, such as a high quality or a high service, because some consumers are willing to open their purse to get high quality.

It is natural business way to be competitive like a fierce animal world. The strongest shop would be the winner, and the process makes the economic environment better. It means that Wal-Mart is an example of innovators in modern economy. Wal-Mart has the ability to make money by its strong strategy that studies the taste of consumers. Its marketing is more powerful to lure customers. "Everyday low price," its slogan, is very attractive to the customers. Who knows that "high quality is better than cheap thing". The economic situation is changing quickly; the small shops should not only read consumer"s thinking but also lead them. It is necessary for small shops to get positive and aggressive strategy to the customers without crying.

Wal-Mart is a good innovator to improve small shop's strategies to the customers. According to M. Albright (2003), Wal-Mart changed the supermarket landscape in Pinellas Park. Most local grocers could not open 24 hours and seven days a week anymore. They have to discover a variety of strategies. Some grocers set up frequent customer programs not only to enlarge customer loyalty but also to match the powerful discounts compared to supercenters's price. Winn-Dixie turned its store into a dollar store. Kash n's Karry promotes a wide selection of fresh produce. Some grocers are changing their selection of nonfood items that make a higher profit . For example, Albertsons even began running toy departments with Toys “R” Us as a partnership.

There are various reasons for choosing markets for the customer in a free market. "While Wal-Mart appeals to bargain hunters, young families and a blue -collar crowd, most grocery shoppers choose where they buy food for a variety of reasons. Price is No. 3 on the list. In fact, consumers rate cleanliness (88 percent), quality produce (87percent), clear sell-by/use-by dates (82 percent), quality meats (81percent)and convenient location (80percent) right up there with low prices(83percent), according to the Food Marketing Institute...", said Albright.(2003, par.65).

Small shops can survive with their special strategy to the customers as a unique style such as high quality, changing marketing, and changing targeting of customers. Wal-Mart's low price brings a various changing of small shops to the customers; that means that Wal-Mart ironically makes small shops creative for survival in a free market. Small shop's unique strategies are the only solution to a problem they made themselves. Wal-Mart also started as a small shop without government supporting. For example, there are several small shops that have the unique strategy, such as Dollar General-lower price, Best Buy-more various electric goods, Staples-more various staples etc. They differentiate their strategies as a niche market against Wal-Mart. This creates more competition, better prices and better quality to the customers.

In a free market, it is natural to survive with a best value for the consumers. Wal-Mart started as a dime store in Arkansa; it has grown into a world-wide company by using computer systems and other technology. In a free market, it is natural to survive with the best value for the consumers.

Third, Wal-Mart is not criminal to the society. Some people think Wal-Mart is greedy to make money for itself. But I don't agree that kind of comment, because Wal-Mart gives the people good job as well as giving the customers economical choices. J. Hoenig (2004, par. 1) says "...Wal-Mart grown from a single shop in a small Arkansas town into a world-wide colossus with 4,000 stores, 1.3 million employees, $245 billion in annual sales and 100 million customers each week...". It is difficult to say Wal-Mart is harmful shop to the local business. Technological computer innovations make Wal-Mart's strategy that serves powerful price to the customer and serves jobs for local residents. Which company makes a lot of employment in the Carbondale-Murphysboro area? Is it criminal to the people?

No one has the right to order what a company offers to pay others even though Wal-Mart offers low wages to unskilled workers. Hoeing (2004, par. 12) says, "... Wal-Mart actually treats its employees quite well. Full-time workers receive benefits that include competitive wages, profit-sharing, 401(k) plans, paid vacations, life insurance, a discount card, medical coverage, disability insurance, scholarship bonuses and child-care...".

Wal-Mart makes good influence on the local economy. Wal-Mart makes new jobs to the people, and makes profits to share with people. Wal-Mart has a good influence on business in the U.S. According to J. Hoenig (2004, par. 16), " In 2005, Wal-Mart created 125,000 U.S. jobs, and is continuously adding thousands each month". I think that Wal-Mart makes the local economy better. The people in Murphysboro can get jobs, and the economic situation will be better even though small shops will have difficulty changing. Locke (2004) insists that we consider Wal-Mart's devotion such as a low price, huge profits, and hiring employees in the society.

According to J. Hoenig (2004) Wal-Mart provides goods with a low prices, long hours, and gives the opportunity to get jobs for the local people. Furthermore, Wal-Mart pays high taxes-over $61 million to Illinois state alone. The tax is the important source to share profits for poor people and development of community. Most local governments try to have the big company for taxes and employment for local people. In this point of taxes, it is powerful temptation to the local welfare. There is no reason to avoid of erecting a supercenter Wal-Mart in the Carbondale-Murphysboro area.

In conclusion, Wal-Mart has expanded with a strong strategy of low price and convenience in a free market. The government should not intervene in their erecting a supercenter Wal-Mart in the Carbondale-Murphysboro area. Wal-Mart is a good innovator to the customers, small shops and local economy. Wal-Mart has the freedom to build it anywhere customers want in a free market.


Bibliography

Albright, M.(2003, October 19). Super marketing at Wal-Mart. St. Petersburg Times, FL. Retrieved January 30, 2006 from sptimes.

Hoenig, J. (2006, February 10). Welcome Wal-Mart. Capitalism Magazine. Retrieved on February 23, 2006 from Capitalism Magazine.

Jacobs, N. (2004, February 22). Local opposition to future Wal-Mart supercenter in Murphysboro. Retrieved on February 23, 2006 from Daily Egyptian.

Kaiser, E. (2003, July 12). Some cities resisting Wal-Mart expansion. Reuters, Common Dreams News Center, Retrieved on Jan.17, 2006 from Common Dreams News Center.

Locke, E. A. (2004, February 22). Three Cheers for Wal-Mart. Capitalism Magazine. Retrieved on 2006, February 22 from Capitalism Magazine.

Mestas, A. A. (2005, October 6). Small-town grocer hangs up apron. The Pueblo Chieftain(Colorado). Retrieved January 23, 2005 from Lexis-nexis.

Rice, M. (2005, December 13). Local families taking sides. Columbus Ledger-Enquire (GA). Retrieved January 25, 2005 from Lexis-nexis.

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