Walmart Mission and Vision Statement Analysis

Walmart’s mission statement is “to save people money so they can live better.” It shows how the company seeks to implement critical strategies that can bring a remarkable difference in anything it touches. Some of the elements that relate to this mission statement include:

  • Improving people lives
  • Financial liberation
  • Exceeding expectations

In its first component, Walmart highlights who it values most and the primary objective the company looks to implement to satisfy their needs. Walmart makes clear how it feels about its clients and the steps it considers to offer them the best shopping experience. To this end, the company conducts customer satisfaction surveys from time to time to identify areas in need of improvement. In fact, the attractive prices reflected in the savings center of the company emphasizes the determination of Walmart in meeting this component.

The second component is a direct consequence of the first one that focusses on seeing the customer gain shopping freedom by increasing their saving capacity. The company mission sees this as a critical strategy for enabling their customers to also enjoy more shopping experience. Walmart also makes a statement that it is a company that goes the extra mile by providing its clients with varied options. The range of products and accompanying customer services prove that Walmart is an extraordinary player in the retail market.


Within the retail markets, Walmart’s reputation surpasses many others. In fact, the company stands as the most reputable corporation ever since its foundation in 1962. All this success associated with Walmart is a direct reflection of the dynamism of its mission and vision statements.

The vision statement of a company identifies what it seeks to achieve in the long run. Walmart’s vision statement is to set itself as the preferred shopping destination by all customers. On the other hand, the mission statement spells the strategies a company seeks to exploit to get to the set vision.

In the case of Walmart, its mission states the practical step that can satisfy its customers. The presence of the guiding principles packaged in the core values of the company made a difference on Walmart operations. In fact, they form the cogs that run the mission and vision of the company.

NameWal-Mart Stores Inc.
Industries servedRetail
Geographic areas servedWorldwide
HeadquartersBentonville, U.S.
Current CEOMike Duke
Revenue$ 466.950 billion (2012)
Profit$ 15.699 billion (2012)
Employees2.2 million (2012)


Walmart’s vision statement is “Be the destination for customers to save money, no matter how they want to shop.” The vision statement echoes the central reasons behind the desire of the company to position itself as the retail leader. In relation to this vision statement, the following components come out:

  • Affordability
  • Convenience
  • Customer-oriented

Walmart recognizes the impact cost has in the retail sector, and that is one of the primary reasons it goes out of its way to attach competitive prices to all its products and services. In fact, it exploits this approach in its progress towards the achievement of its vision.

The affordability concept is widely captured in the pricing of the products in the company stores. The strategic positioning adopted by Walmart closely relates to its first component, while at the same time advancing its need to satisfy the needs of the second component in its vision statement. It explains the reason Walmart is known as an international retainer owing to its global reach that meets the customer desire for convenience.

Walmart particularly values tailoring all its services to comply with its third component that seeks to meet all customer preferences. In fact, its organizational and strategic positioning talks volumes about the commitment of the company towards meeting this component.

Core Values

Walmart’s core values are “customer first, frontline focused, innovative & agile, listen, inclusive, high performance, accountable, honesty, and fairness” They outline the elements that guide Walmart operations. With these, the company remains in line with its mission and vision. They include the following principles:

  • Customer first
  • Frontline focused
  • Listen
  • Innovative & agile
  • Inclusive
  • High performance
  • Accountable
  • Honesty
  • Fairness

The first and the second component of the core values show how the importance the company places on the customer in all its scope of work. A similar emphasis is reflected in the third element. Walmart looks to display adaptability and flexibility of the services it offers to its audience by not only being innovative but also by being inclusive and maintaining a high level of superiority in the delivery of customer care. To earn the title of the best destination, the company goes out of its way to do the right things while at the same time displaying the highest level of fairness and honesty to everyone it interacts with.


Walmart’s slogan is: Always low prices


Walmart’s main headquarters is in Bentonville, Arkansas, United States


  • Analoui, F., & Karami, A.
    (2002). CEOs and development of the meaningful mission statement. Corporate
    Governance: The international journal of business in society
    , 2(3),
  • Brătianu, C., & Bălănescu, G. V.
    (2008). Vision, mission and corporate values. A comparative analysis of the top
    50 US companies. Management & Marketing, 3(3), 19-38.
  • Braun, S., Wesche, J. S., Frey, D.,
    Weisweiler, S., & Peus, C. (2012). Effectiveness of mission statements in
    organizations–A review. Journal of Management & Organization, 18(4),
  • Cady, S. H., Wheeler, J. V., DeWolf,
    J., & Brodke, M. (2011). Mission, vision, and values: what do they say? Organization
    Development Journal
    , 29(1).
  • Knox, S., & Maklan, S. (2004).
    Corporate social responsibility:: Moving beyond investment towards measuring
    outcomes. European Management Journal, 22(5), 508-516.
  • Koller, V. (2009). Brand images:
    Multimodal metaphor in corporate branding messages. Multimodal metaphor,
    11, 45-72.
  • Lemberger, M. E. (2015). The
    revision of the mission and vision statements for the Association for
    Humanistic Counseling. Journal of Humanistic Counseling, 54(1),
  • Leuthesser, L., & Kohli, C.
    (1997). Corporate identity: The role of mission statements. Business
    , 40(3), 59-67.
  • Malphurs, A. (2004). Values-driven
    leadership: Discovering and developing your core values for ministry
    . Baker
  • Melewar, T. C., & Karaosmanoglu,
    E. (2006). Seven dimensions of corporate identity: A categorisation from the
    practitioners’ perspectives. European journal of marketing, 40(7/8),
  • Powers, E. L. (2012). Organizational
    mission statement guidelines revisited. International Journal of Management
    & Information Systems (Online)
    , 16(4), 281.
  • Swales, J. M., & Rogers, P. S.
    (1995). Discourse and the projection of corporate culture: The mission
    statement. Discourse & Society, 6(2), 223-242.
  • Walmart – About.
  • Williams, L. S. (2008). THE MISSION STATEMENT. Journal of business communication, 45(2).

One response to “Walmart Mission and Vision Statement Analysis”

  1. Lars N. Larsen Avatar
    Lars N. Larsen

    You cant be first or care about the customer if your service is closed that the customer is in need of. Tonight 08/04/21 at 6:15 pm I arrived at the vision center in my local Walmart after a screw came out of my glasses after parking and walking in only to find the vision closed according to the wall plaque it was supposed to be open till 7:00 pm the lights were out a barrier across the opening and no one was there. I contacted customer services they new nothing I stopped a Lady with a Yellow name tag she knew nothing. So if your going to close early it would be good to leave a sign if you have changed the hours take the old sign down put up a new one that can be seen. This occurred at the Walmart at 1636 Sandifer Blvd, Seneca, SC 29678,

Leave a Reply

Your email address will not be published. Required fields are marked *