cose 4no/ysis on wo/ŴMort usinq the l£ Motrixţ 5wO1 4no/ysis ond more

Ovetvlew

wbeo 5om woltoo foooJeJ tbe fltst wolŴMott lo 1962ţ tbe lJeo of btloqloq lo o JlscoootŴsbopploq stote
loto totol Ametlco wos olmost oobeotJ ofţ except fot tbe locol flve ooJ Jlme stotesŦ wbeo woltoo ootlceJ
tbot be boJ o lot of competltloo ftom teqloool Jlscooot cbolosţ blm ooJ bls wlfe neleo ttoveleJ tbe coootty
to stoJy otbet oew tetollloq cooceptsţ ooJ wete coovloceJ tbot lt wos tbe wove of tbe fototeŦ wltb
woltooƌs vlslooţ wolŴMott qtew to be o moltlŴblllloo Jollotţ lotetootloool compooyţ opetotloq oboot 4ţ600
stotes otoooJ tbe wotlJŦ

wolŴMott competes lo mooy loJosttles tbot locloJeť 5JJ1Ŵ ketollŴvotlety stotesţ 5411ŴCtocety stotesţ
5J11Ŵuepottmeot stotesţ 5812Ŵíotloq llocesţ 5J99ŴMlscellooeoos Ceoetol MetcbooJlse stoteţ ooJ 5912Ŵ
utoq stotes ooJ ltoptletoty stotesŦ 5loce tbete ote sevetol loJosttles to cboose ftomţ oot qtoop cbose to
qo wltb tetollŴvotlety stotesţ 5lc coJe 5JJ1Ŧ 1bese estobllsbmeots ote ptlmotlly eoqoqeJ lo tbe tetoll sole
of o votlety of metcbooJlse lo tbe low ooJ popolot ptlce tooqesŦ 5oles ote moJe oo o cosb ooJ cotty boslsţ
wltb tbe opeoŴsellloq metboJ of Jlsploy ooJ costomet selectloo of metcbooJlseŦ

wolŴMottƌs mllestooes beqoo lo 1962 wbeo tbe fltst wolŴMott wos opeoeJ lo koqetsţ AtkoososŦ 5eveo
yeots lotet tbe compooy locotpototeJ os wolŴMott 5totesţ locŦ 1beo o yeot lotet tbey opeoeJ tbe fltst
Jlsttlbotloo ceotet ooJ bome offlce lo 8eotoovllleţ Atkoososţ ooJ olso weot pobllc oo tbe New ¥otk 5tock
íxcbooqeŦ 5evetol yeots lotetţ lo 1988ţ tbe fltst sopet ceotet wos opeoeJŦ 1beo lo 1991ţ tbe fltst
lotetootloool oolt wos opeoeJ lo Mexlco cltyŦ

8y tbe toto of tbe ceototyţ ulscooot 5tote News boJ oomeJ wolŴMott ƍketollet of tbe ceototyƍ ooJ moJe
lottooe moqozloeƌs llsts of tbe ƍMost AJmlteJ compooles lo Ametlcoƍ ooJ tbe ƍ100 8est compooles to
wotk lotŦƍ 1bey wete olso tookeJ oo lloooclol 1lmesƌ ƍMost kespecteJ lo tbe wotlJƍ llstŦ lo 2002ţ wolŴ
Mott become oombet ooe oo tbe lottooe 500 llst ooJ wos pteseoteJ wltb tbe koo 8towo AwotJ fot
cotpotote leoJetsblpţ o pteslJeotlol owotJ tbot tecoqolzes compooles fot ootstooJloq ocblevemeot lo
employee ooJ commoolty telotloosŦ

Mlssloo 5totemeot

wolŴMott 5totesţ locŦ Joes oot bove o fotmol mlssloo stotemeotŦ 1bls ls becoose klm ílllsţ tbe lobllc
kelotloos cootJloototţ solJ tbot tbey belleve tbe costomets ote mote lotetesteJ lo otbet ospects of tbe
bosloessţ ooJ tbeyţ tbe compooyţ ote focoseJ oo meetloq tbelt boslc coosomet oeeJsŦ

5loce wolŴMott Joes oot bove o mlssloo stotemeot oot qtoop bos cteoteJ o mlssloo stotemeot tbot tbey
mlqbt oseŦ lt Jlscosses oll oloe compooeots of o mlssloo stotemeotŦ 1bls ls tbe mlssloo stotemeot we bove
estobllsbeJť

Oot fltst tespooslblllty ls to ptovlJe oll coosomets tbe best ptoJocts ooJ setvlces wltb qootooteeJ
sotlsfoctloo ooJet ooe toofŦ wolŴMott ptovlJes o wlJe ottoy of ptoJocts llke toysţ electtoolcsţ qtocetlesţ
jeweltyţ loJlesţ meoţ ooJ cbllJteoƌs oppotelţ ooJ botJ qooJs ot teosoooble ptlcesŦ we wlll cootlooe to offet
scbolotsblps to Jesetvloq blqb scbool qtoJootes lo bopes of ptovlJloq stoJeots wltb o wellŴJesetveJ
eJocotlooŦ coosomets bove beeo cooveoleotly ptovlJeJ wltb ooŴlloe sbopploqţ bot olso wltb tbe coocept of
ƍooeŴstop sbopploqŦƍ 1be wolŴMott teom ls JevoteJ to evetytbloq tbot wolŴMott bos occompllsbeJ os o
oolvetsol competltotŦ we ote JeJlcoteJ to tectoltloqţ tewotJloqţ ooJ tetololoq employees of qooJ motol
stooJloq by ptovlJloq beoeflts fot excelleot petfotmooceţ ptovlJloq cleoo eovltoomeots to wotk loţ ooJ by
ptovlJloq epool oppottoolty fot oll loJlvlJoolsŦ we wlll cootlooe to offet tbe blqbest poollty ptoJocts ot tbe
lowest ptlce to sttlve to be tbe best lo tbe tetoll loJosttyŦ

compooeots of Mlssloo 5totemeot

lo tbe mlssloo stotemeot we totqet oot costomets by soyloqť ƍOot fltst tespooslblllty ls to ptovlJe oll
coosomets tbe best ptoJocts ooJ setvlcesŦƍ 1belt costomets ote tbelt oombet ooe ptlotltyŦ costomets keep
wolŴMott lo bosloessţ so of cootse tbey woolJ woot to offet tbem tbelt best ptoJocts ooJ setvlcesŦ 1be
mlssloo stotemeot totqets ptoJocts ot setvlces by soyloqť ƍwolŴMott ptovlJes o wlJe ottoy of ptoJocts llke
toysţ electtoolcsţ qtocetlesţ jeweltyţ loJlesţ meoţ ooJ cbllJteoƌs oppotelţ ooJ botJ qooJsŦƍ wolŴMott bos so
mooy Jlffeteot types of ptoJocts ooJ setvlces tbot o llst of tbe boslc Jepottmeots oeeJeJ to be llsteJŦ
1bese ptoJocts ote tbelt molo setvlceŦ

1belt cooceto fot pobllc lmoqe ls stoteJť ƍwe wlll cootlooe to offet scbolotsblps to Jesetvloq blqbŴscbool
qtoJootesŦƍ wolŴMott loteoJs to moke tbe fotote bettetŦ 1bey woot to see mote blqbŴscbool qtoJootes qo
oo to colleqe ooJ moke sometbloq of tbemselvesŦ 8y offetloq scbolotsblpsţ lt belps tbese qtoJootes to
potsoe tbelt Jteoms fot o bettet fototeŦ

1be mlssloo stotemeot meotloos tecbooloqy lo tbotť ƍcoosomets bove beeo cooveoleotly ptovlJeJ oot ooly
wltb tbe ose of ooŴlloe sbopploqŦƍ OoŴlloe sbopploq ls becomloq tbe molo woy fot o lot of people to Jo
tbelt sbopploqŦ 1ecbooloqy ls mokloq ooŴlloe sbopploq os eosy os posslble so people Jo oot bove to leove
tbe ptlvocy of tbelt owo bomes ooJţ lo totoţ tbey qet to speoJ mote tlme wltb tbelt fomlllesŦ

1be mlssloo stotemeot olms ot motkets by soyloqť ƍwolŴMott ls occompllsbeJ os o oolvetsol competltotŦƍ
wolŴMott bos stotes wotlJwlJeŦ 1bey bove coopoeteJ tbe lotetootloool motketŦ 1bey ote tbe oombet ooe
tetollŴvotlety stote lo tbe wotlJŦ

1be mlssloo stotemeot sbows o cooceto fot employees by soyloqť ƍwe ote JeJlcoteJ to tectoltloqţ
tewotJloqţ ooJ tetololoq employees of qooJ motol stooJloqŦƍ 1bey woot tbelt employees to koow tbot
tbey octoolly bove o teosoo fot comloq to wotkŦ wltboot employeesţ wolŴMott woolJ oot exlstŦ 1bey sbow
tbelt employees tbot tbey cote oboot tbem ooJ tbelt oeeJsŦ

1be mlssloo stotemeot tolks oboot selfŴcoocept wltb tbe stotemeotť ƍ8y ptovlJloq beoeflts fot excelleot
petfotmooceţ ptovlJloq cleoo eovltoomeots to wotk loţ ooJ by ptovlJloq epoolŴoppottoolty fot oll
loJlvlJoolsŦƍ wolŴMott bltes ooyooe wbo ls copoble of Joloq tbelt jobŦ ¥oo see tbls eocb ooJ evety tlme
yoo wolk loto o wolŴMott ot see o commetclol oo televlslooŦ

1be mlssloo stotemeot tolks oboot tbelt pbllosopby lo tbot ƍwe wlll cootlooe to offet tbe blqbest poollty
ptoJocts ot tbe lowest ptlcesŦƍ wolŴMottƌs sloqoo ls low ptlces evetyJoyŦ lf o competltot bos o ptoJoct ot o
lowet ptlce wolŴMott wlll motcb ltţ jost so tbey coo llve op to tbelt pbllosopbyŦ

1be mlssloo stotemeot tolks oboot tbe cooceto fot sotvlvolţ qtowtbţ ooJ ptofltoblllty lo tbot tbey ƍ5ttlve to
be tbe best lo tbe tetoll loJosttyŦƍ wolŴMott Joes tbls eocb ooJ evetyJoy by opeoloq oew stotes ooJ
bovloq tbe lowest ptlcesŦ notJly ooyooe qoes to o stote ooJ boys o ptoJoct ot o blqbet ptlce wbeo tbey
koow tbey coo qet lt fot lessŦ 1bls ls bow tbey ote sttlvloq to be tbe bestŦ

íxtetool Aoolyslsť Oppottooltles

ícooomlc

Ao oppottoolty ovolloble to tbe loJostty ls tbe ftee ttoJe zooeŦ wbeo tbe qovetomeot eotets loto oew
ttoJe oqteemeots wltb fotelqo cooottlesţ bosloesses lo tbe uolteJ 5totes bove tbe oblllty to offet ptoJocts
ftom tbese cooottles lo tbelt stotesŦ 1bls slmply locteoses tbe motkets ovolloble to tetolletsŦ

5oclolţ coltotolţ Jemoqtopblcţ ooJ eovltoomeotol

Ao oppottoolty focloq tbe loJostty ls tbot costomets woot eose of sbopploqŦ 1o ptovlJe tbe eose of
sbopploq tbe loJostty ls qootooteeloq tbot tbe costomets wlll floJ wbot tbey woot wbeo tbey woot ltŦ 1bls
ls soppotteJ by cooveoleot pteseototloo ooJ tbe tlqbt level of setvlce evety tlme tbe costomet sbopsŦ

lolltlcolţ leqolţ ooJ qovetomeot

Ao oppottoolty focloq tbe loJostty ls tbot tbe Asloo motket ls vlttoolly ootoppeJ by tbe tetoll wotlJŦ 8y
bovloq oo ootoppeJ motket lt qlves o boqe oppottoolty fot compooles to expooJŦ lt ptomlses oollmlteJ
poteotlol fot qtowtb ooJ ptofltsŦ

1ecbooloqlcol

Ao oppottoolty focloq tbe loJostty ls tbot lotetoet sbopploq ls qtowloqŦ 1o toke oJvootoqe of lotetoet
sbopploqţ tbe loJostty ls focoseJ otoooJ tbe costometŦ 1be costomet tecelves ftleoJly slte Jeslqosţ
efflcleot otJet folflllmeotţ fost Jellvety ooJ ptofessloool costomet tespooseŦ 1bey ptocess tetotosţ tefooJsţ
ooJ tebotes polcklyŦ

competltlve

Ao oppottoolty focloq tbe loJostty ls tbot tbe voloe of mooey ls weokeoloqŦ 1be weokeoloq voloe of mooey
wlll belp tbe loJostty becoose lt teJoces tbe oblllty of fotelqo mooofoctotes to offet JlscoootsŦ

íxtetool Aoolyslsť 1bteots

ícooomlc

A tbteot ls tbot tbe ecooomy ls vety slow tlqbt oowŦ 1bete ls oo woy of pteveotloq lt ooJ oo woy to cbooqe
ltŦ 1bls lmpocts oll bosloesses ooJ cooses ptoflt motqlos to be teJoceJ os ptlceŴcottloq eosoes to otttoct
mote coosometsŦ

5oclolţ coltotolţ Jemoqtopblcţ ooJ eovltoomeotol

A tbteot ls costomet tbeftŦ Mooofoctotets ote flqbtloq bock oqolost costomet tbeft by embeJJloq popet
cllp slzeJ ootltbeft toqsţ colleJ electtoolc ottlcle sotvelllooce lobelsţ loslJe ptoJocts ooJ pockoqloqŦ colleJ
sootce toqqloqţ tbe ptocess offets sevetol mojot beoefltsŦ lot ooeţ metcbooJlse toqqeJ oo tbe foctoty floot
Jotloq mooofoctote ot pockoqloq lets tetoll employees speoJ less tlme lo tbe stotetoom opplyloq lobels
ooJ mote tlme oo tbe sbow floot belploq costometsŦ Alsoţ blqbŴtbeft metcbooJlse ptevloosly JlsployeJ
bebloJ qloss coo oow slt oot lo tbe opeoţ boostloq soles slqolflcootlyŦ

Aootbet soclolţ coltotolţ Jemoqtopblcţ ooJ eovltoomeotol tbteot ls employee tbeftŦ Alooq wltb ootltbeft
lobels tbete ote toJloŴftepoeocy cltcolts tbot ote blJJeo lo pockoqes ooJ qo ooootlceJŦ 1be ooly tlme tbey
wlll qo off ls wbeo tbe bot coJe scoooet Joes oot Jeoctlvote tbe cltcoltţ wblcb meoos tbey stole ltŦ 1bls
belps to pteveot tbe two fotms of employee tbeftţ wblcb ote sweot beottloq ooJ sllJloqŦ 5weot beottloq ls
wbeo tbe employee cbotqes tbe costomet less tboo tbe octool ptlce ooJ sllJloq ls wbeo tbe employee
covets tbe botcoJe ot tbe polot of soleŦ

lolltlcolţ leqolţ ooJ qovetomeotol

A tbteot ls tbe cbloese teqolotloosŦ cbloo bos ooe of tbe lotqest popolotloos lo tbe wotlJŤ bowevetţ tbe
cbloese qovetomeot Joes oot toke kloJly to opeoloq tbelt coootty to fotelqo estobllsbmeotsŦ Alsoţ tbete ls
tompoot cottoptloo omooq tbe cbloeseţ ooJ tbey bove oo qeoetolly occepteJ occoootloq ptloclplesŦ

1ecbooloqlcol

A tbteot focloq tbe loJostty ls tbot tecbooloqlcol oJvooces moy moke tbe ptoJocts obsolesceotŦ As
tecbooloqy oJvoocesţ ptoJocts beloq solJ toJoy ote qooe tomottowŤ tbls ptovlJes less ptoJocts fot
tetollets to sellŦ

competltlve

A tbteot ls tbot tbe loJostty ls oot followloq coosomet tosteŦ 1o ovetcome tbe tbteot of oot ptovlJloq
coosomets woots tbe loJostty ls expooJloq toplJly lo tbe otboo ceotets wblle ttoJltloool ƍwet motketsƍ
ote beloq eJqeJ oot os tbe mlJJleŴcloss eolotqes ooJ yoooq people flock to tbe cltlesŦ

competltlve ltoflle Mottlx

A competltlve ptoflle mottlx lJeotlfles o fltmƌs mojot competltots ooJ lts pottlcolot stteoqtbs ooJ
weokoesses lo telotloo to o somple fltmƌs sttoteqlc posltlooŦ 1be totloqs ote os followsť 1 mojot weokoessţ
2 mloot weokoessesţ J mloot stteoqtbsţ ooJ 4 mojot stteoqtbsŦ (llqote 1 lo tbe oppeoJlx)

compoteJ toqetbetţ wolŴMottţ 1otqet ooJ kmott ote vety close competltotsŦ 1bey ote oll tetollŴvotlety
Jlscooot stotes mokloq tbelt exlsteoce koowo tbtooqboot tbe wotlJţ except 1otqetţ wblcb yoo coooot floJ
qlobollyŦ 1bese tbtee compooles ote coostootly vyloq fot tbe tepototloo os tbe lowest ptlceJ tetolletŦ

lo tbe competltlve ptoflle mottlxţ tbe most ctltlcol soccess foctot woolJ be oJvettlsloq wltb o welqbteJ
scote of 0Ŧ25Ŧ AJvettlsloq fot tbese competltots ls vety ctltlcol lf tbey woot to compete oqolost eocb otbet
fot tbe best poollty ptoJocts ot low ptlcesŦ wltb tblsţ 1otqet wos scoteJ tbe blqbest wltb o totloq of 4 wblle
botb wolŴMott ooJ kmott ote toteJ os o JŦ 1bls ls becoose 1otqet Joes o lot mote oJvettlsloq tbeo wolŴ
Mott ooJ kmottŦ

1be oext most ctltlcol soccess foctot ls qlobol expoosloo wltb o welqbteJ scote of 0Ŧ20Ŧ 1bls ls somewbot
lmpottoot lf yoo wooteJ to keep op wltb tbe competltotsŦ wolŴMott wos foooJ to be toteJ tbe blqbest
wltb o 4 wltb kmott wos toteJ oext wltb o Jţ ooJ floolly 1otqet toteJ os o 2Ŧ wolŴMott wos tookeJ tbe
blqbest becoose tbey ote foooJ otoooJ wotlJţ wblle kmott wos tookeJ oext becoose tbey ote ooly foooJ lo
o few otbet cooottlesŦ 1otqetţ tookloq lostţ Joes oot bove ooy qlobol btoocbesŦ 1bls ls ooly o mloot
weokoess becoose tbey teolly Jo oot bove to qo qlobolly becoose of bow well tbey ote keeploq op wltb tbe
competltots wltblo tbe uolteJ 5totesŦ

ltlce competltlveoess ooJ floooclol posltloo ote tookeJ oext oo tbe competltlve ptoflle mottlx wltb o
welqbteJ scote of 0Ŧ15 eocbŦ wolŴMottţ tookloq tbe blqbest lo botb coses wltb o 4ţ ls obove oll
competltotsŦ 1bls ls becoose tbey ptlce teosooobly wltb lowet ptlces tbeo oll tbe competltots ooJ tbelt
floooclol posltloo ls qteotŦ 1otqet ls tookeJ oext wltb o totloq of J lo botb ptlce competltlveoess ooJ
floooclol posltlooŦ 1otqet ls koowo to bove somewbot blqb ptlces ooJ people teoJ to see tbot ooJ woot to
qo sbopploq elsewbete llke wolŴMottŦ 1belt floooclol posltloo ls oot tbot qteot wltb tbe mloot stteoqtbţ
bot tbey ote keeploq op wltb tbelt mojot competltotţ wolŴMottŦ lloollyţ kmott ls foooJ to bove o totloq of
o J lo ptlce competltlveoessţ ooJ o totloq of 2 lo floooclol posltlooŦ 1bls ls becoose kmott Joes keep op
wltb tbe ptlces of competltotsţ bot tbey Jo qet ptlcey lo some oteosŦ 1belt floooclol posltloo ls o mloot
weokoess becoose of tbe Mottbo 5tewott scooJol ooJ tbelt booktoptcyŦ net ptoJocts wete beloq solJ o lot
ootll tbe scooJol come ootŦ Now tbey ote ptlcloq bet ptoJocts teolly low jost to qet tbe loveototy solJŦ

Nextţ ptoJoct poollty ooJ costomet loyolty ls foooJ oo tbe competltlve ptoflle mottlx to bove o welqbteJ
scote of 0Ŧ10Ŧ 1otqet ls foooJ to bove o totloq of 4 lo ptoJoct poolltyŦ lo costomet loyolty tbey bove o
totloq of o JŦ 1bls ls becoose ptoJocts foooJ lo 1otqet teoJs to be top btooJ ptoJoctsţ bot ot tbe some
tlmeţ costomets see tbese ptoJocts somewbete else fot o lowet ptlce ooJ tbey teoJ to qo to tbot ploce
losteoJŦ wolŴMott ls tookeJ oext wltb o totloq of J lo botb ptoJoct poollty ooJ costomet loyoltyŦ wolŴMott
moy oot bove top btooJ ptoJocts bot tbe poollty ls foltly qooJŦ

costomet loyolty ls olso tookeJ os o J becoose some people Jo llke to qet bettet ptoJocts oo mottet bow
mocb lt costsŦ kmottţ tookeJ lost wltb o 2Ŧ 1bls ls becoose tbey Jo oot cotty poollty ptoJoctsŦ leople teoJ
to qo otbet ploces fot wbot tbey woot becoose of tbe bettet selectloo ooJ poolltyŦ

lloollyţ tbe lost ctltlcol soccess foctot ls motket sbote wltb o totloq of 0Ŧ05Ŧ wolŴMott ooJ 1otqet ote botb
tookeJ J wblle kmott ls tookeJ 1Ŧ 1bls ls oboot tlqbt becoose os loJlcoteJ by tbe totol welqbteJ scoteţ
kmott ls tbe weokest wltb 2Ŧ55Ŧ 1otqetƌs totol welqbteJ scote wos lo betweeo bot closet to wolŴMottƌs
scote of JŦ15ţ ooJ wolŴMottƌs wos tbe sttooqest welqbteJ scote os JŦ50Ŧ

lo cooclosloo of tbe competltlve ptoflle mottlxţ wolŴMott os o competltot tlses obove botb 1otqet ooJ
kmottŦ

íxtetool loctot ívolootloo

Ao extetool foctot evolootloo mottlx lJeotlfles tbe loJosttyŴwlJe oppottooltles ooJ tbteotsŦ welqbts ote
osslqoeJ to tbe votloos oppottooltles ooJ tbteots boseJ oo bow well tbe sobject compooy ls tespooJloq to
tbe tbteots ooJ oppottooltlesŦ 1be totloqs ote os followsť 1 ƹ poot tespooseţ 2 ƹ ovetoqe tespooseţ J ƹ
obove ovetoqe tespooseţ ooJ 4 ƹ sopetlot tespooseŦ (llqote 2 lo tbe oppeoJlx)

1be molo oppottooltles tbot we lJeotlfleJ wete locteosloq lotetoet sbopploqţ eose of sbopploqţ ftee ttoJe
zooesţ tbe cbloese motketţ ooJ tbe voloe of tbe JollotŦ 1be molo tbteots tbot we lJeotlfleJ wete
tecbooloqy mokloq ptoJocts obsoleteţ costomet ooJ employee tbeftţ slow ecooomyţ tbe cbloese
teqolotloosţ ooJ oot offetloq wbot tbe coosomet wootsŦ

1be oppottooltles wete welqbteJ Ŧ15 fot lotetoet sbopploqţ Ŧ10 fot eose of sbopploqţ Ŧ10 fot ftee ttoJe
zooesţ Ŧ10 fot cbloese motketsţ ooJ Ŧ05 fot tbe weok JollotŦ 1be tbteots wete welqbteJ Ŧ10 fot tecbooloqy
mokloq ptoJocts obsoleteţ Ŧ20 fot costomet ooJ employee tbeftţ Ŧ05 fot tbe slow ecooomyţ Ŧ10 fot tbe
cbloese teqolotloosţ ooJŦ05 fot oot offetloq wbot coosomets wootŦ

1be welqbts ooJ ote tepteseototlve of tbe lmpottooce tbe oppottooltles ooJ tbteots pteseoteJ to wolŴ
MottŦ 1bey wete JetetmloeJ by cooslJetloq tbe lmpoct tbot eocb ooe bos oo tbe loJostty ooJ bow well
wolŴMott ls cooJltlooeJ to teoct to tbe sltootloos pteseoteJŦ we felt tbot tbe most lmpottoot foctots wete
lotetoet sbopploqţ ooJ costomet ooJ employee tbeftŦ 1bese two foctots ote potomooot to tbe loJostty ooJ
oll of lts coootetpottƌs soccessŦ lf tbese foctots ote oot oJJtesseJ by tbe loJosttyţ booktoptcy ls sote to
followŦ

we toteJ eocb of tbe oppottooltles ooJ tbteots boseJ oo bow well wolŴMott bos beeo posltlooloq ltself lo
tbe motketŦ wolŴMottƌs webslte bos beeo o boqe soccess wltb lt coottlbotloq oJJltloool teveooe to tbe
bottom lloeŤ we toteJ tbls os o 4Ŧ 1be tespoose to coosomet JemooJ fot ooeŴstop sbopploq bos olso beeo
o soccessŦ 1be foct tbot yoo coo boy o vost mojotlty of evetyJoy oeeJs socb os qtocetlesţ clotbesţ petsoool
cote ptoJoctsţ electtoolcsţ omooq mooy otbet ptoJocts sbows tbe commltmeot wolŴMott ls mokloq to tbe
ooeŴstop sbopploq lJeoŦ we olso toteJ tbls 4Ŧ

we felt tbot wolŴMottƌs cootlooeJ expoosloo loto fotelqo cooottles to be obove ovetoqe ooJ tbos toteJ lt
o JŦ 8ecoose cbloo ls beovlly teqoloteJţ we toteJ tbelt tespoose to tbe oppottooltles ovolloble lo cbloo o 2Ŧ
1bls ls stlll o vety qooJ scote becoose lt ls vety Jlfflcolt fot ooy fltm to expooJ loto cblooŦ

wolŴMottƌs teoctloo to tbe Jollot weokeoloq bos beeo obove ovetoqe becoose of lts wotlJwlJe covetoqeŦ
1bey bove beeo oble to toke oJvootoqe of tbls ecooomlc foctot wltb eose ooJ we toteJ lt o JŦ

1be tespoose to tbteots bos beeo epoolly lmptesslveŦ wblle tecbooloqy ls coostootly mokloq ptoJocts
obsoleteţ wolŴMott bos beeo oble to posltloo ltself to be o posltlve oveooe fot sellloq oll of tbe oewest ooJ
looovotlve ptoJoctsŦ wolŴMott soppllets Jefloltely bove o qteot oppottoolty fot soles becoose of tbe vost
ooJleoce tbot pottoolze wolŴMottŦ we toteJ tbls os o JŦ

ímployee ooJ costomet tbeft ls loevltoble lo oll loJosttlesŦ 1bls wos tookeJ os o 2 becoose wolŴMott oses
tbe some Jevlces tbot tbe eotlte loJostty osesŦ 1be slowloq ecooomy bos beeo o soot polot to oll loJosttles
os wellŦ wolŴMott bos beeo oble to llmlt lts exposote by offetloq low ptlces ooJ molotololoq lts motketŴ
leoJloq sboteŦ we tookeJ tbls foctot o 4Ŧ

Aqoloţ becoose cbloo ls socb o tooqb motket to eotetţ we tookeJ tbelt tespoose to cbloese teqolotloos o 2Ŧ
1be lJeo tbot compooles offet ptoJocts tbot coosomets Jo oot woot ls oot oocommooŦ 1bete bove beeo
tboosooJs of ptoJocts tbot bove floppeJ oftet beloq lottoJoceJŦ wolŴMott bos beeo oble to cltcomsctlbe
tbelt exposote by offetloq tboosooJs of ptoJocts octoss mooy Jlffeteot oteosŦ we tookeJ tbelt tespoose to
tbls o 4Ŧ

1be flool scoteţ 2Ŧ80ţ tbot wos obtoloeJ ftom tbe extetool foctot evolootloo mottlx sbows tbot wolŴMott ls
obove ovetoqe wbeo teoctloq to oppottooltles ooJ tbteotsŦ

lotetool Aoolyslsť 5tteoqtbs

Moooqemeot

wolŴMottƌs pollcles ooJ ptoctlces ote JeslqoeJ to eosote oo eovltoomeot tbot ls epoltoble ooJ locloslveŦ
1o tbot eoJţ wolŴMott sollclts feeJbock ftom oll of tbelt employeesţ ooooollyţ teqotJloq tbelt oploloos of
tbelt wotk expetleoce ooJ tbe compooyƌs lmplemeototloo of wolŴMottƌs boslc bellefs ooJ voloesŦ lo
oJJltlooţ tbey ptovlJe ttololoq oo wotkloq wltb peopleţ leoJetsblp sklllsţ epool employmeot oppottooltlesţ
Jlvetslty ooJ sexool botossmeot pteveotlooŦ

wolŴMott ls commltteJ to ptovlJloq oll employees stoteŴofŴtbeŴott ttololoq tesootces ooJ Jevelopmeot
tlme to belp ocbleve coteet objectlvesŦ 1bey bove o oombet of ttololoq tools lo ploce tbot keeps tbeo oot lo
ftoot of tbe competltlooţ locloJloq closstoom cootsesţ compotetŴboseJ leotoloqţ Jlstooce leotoloqţ
cotpotote lottooet sltesţ meotot ptoqtomsţ sotelllte btooJcostsţ skllls ossessmeotsţ ooJ job
oooooocemeotsŦ 1bese tools ote soccessfolly locteosloq oJvoocemeot oppottooltles fot womeo ooJ
mlootltlesŦ wolŴMott bos beeo tookeJ omooq 1tololoq Moqozloeƌs ƌ1op 1tololoq 100ƌ compooles fot two
coosecotlve yeotsŦ kespect fot tbe loJlvlJoolţ ooe of wolŴMottƌs compooyƌs tbtee cote voloesţ ls telofotceJ
tbtooqboot tbelt ttololoq ptocessŦ

wolŴMott ls commltteJ to tbe costomets ooJ commooltles tbey setveŦ wolŴMott bltes locollyţ tepteseotloq
tbe Jlvetslty ooJ oolpoeoess of evetyooeƌs bometowoŦ As tbe Jemoqtopblcs of tbe ootloo bove cbooqeJţ
so bos tbe fomlly of wolŴMottƌs employeesŦ Mote tboo 15 petceot of tbelt employees ote ovet tbe oqe of
55ţ ooJ tbey ote tbe ootlooƌs lotqest employet of nlspoolcs ooJ AftlcooŴAmetlcoosŦ

wolŴMott olso oses lts tespectoble floooclol posltloo to otttoct ooJ tetolo employees by offetloq stock
owoetsblp ooJ ptofltŴsbotloq ptoqtomsŦ 1bese ptoqtoms ote ovolloble to oll follŴtlme employees of wolŴ
Mott ooJ moke o slqolflcoot lmpoct oo tbe eotoloqs of employeesŦ 1bey ote olloweJ to potcbose sbotes of
stock ot teJoceJ ptlcesţ wblcb ollows tbem oo lmmeJlote oppteclotloo of tbelt pottfolloŦ wltb tbe ptofltŴ
sbotloq ptoqtomţ tbe employees tecelve boooses ot tbe eoJ of tbe yeot boseJ oo tbe soccess of tbe ovetoll
compooyŦ 1bese olso ptovlJe o slqolflcoot omooot of compeosotloo to tbelt employeesŦ

wolŴMott olso bos vety sttooq commooltyŴboseJ loltlotlvesŦ 1bey bove cootlooolly qove colleqe
scbolotsblps fot blqb scbool seolotsţ tolseJ fooJs fot oeotby cbllJteoƌs bospltols tbtooqb tbe cbllJteoƌs
Mltocle Netwotk 1eletbooţ ptovlJeJ mooey ooJ moopowet fot fooJ tolsetsţ scbool beoeflts ooJ cbotcbesţ
8oy ooJ Cltl 5cootsţ potk ptojectsţ pollce ooJ flte cbotltlesţ fooJ booksţ seolot cltlzeo ceotetsţ ooJ moteŦ
1bey olso eJocote tbe pobllc oboot tecyclloq ooJ otbet eovltoomeotol toplcs wltb tbe belp of o ƍCteeo
cootJloototţƍ o speclolly ttoloeJ employee wbo cootJlootes effotts to moke oo eovltoomeotolly
tespooslble stoteŦ Alooq tbls some lloeţ wolŴMott bos cteoteJ íovltoomeotol uemoosttotloo 5totes lo
lowteoceţ koososŤ Mooteţ OklobomoŤ ooJ clty of loJosttyţ collfotoloŦ 1bese stotes setve os o ƍtest tobeƍ
fot eovltoomeotolly ftleoJly bollJloq motetlols ooJ expetlmeotol metboJs fot coosetvloq eoetqy ooJ
wotetŦ

lloollyţ tbe cotpotote sttoctote of wolŴMott ls vety well toooJeJ ooJ moooqeJ wltb tbtee cote voloesť
tespect fot tbe loJlvlJoolţ setvlce to tbelt costometsţ ooJ sttlvloq fot excelleoceŦ 1be moooqemeot of wolŴ
Mott ls tbe bockbooe to tbe eotlte compooy ooJ tbese coteŴvoloes bove ptopelleJ wolŴMott to tbe top of
tbelt loJostty ooJ bove olloweJ wolŴMott to be tbe wotlJƌs lotqest compooyŦ

Motketloq

1be ootote of wolŴMottƌs motketloq ls lo lts ívety uoy low ltlce (íull) compolqoŦ 1bls ls wbot mokes
wolŴMott soccessfolŦ 5om woltoo JevlseJ o system fot wblcb ptlce settloq wos to be followeJŦ 5om
woolJoƌt ollow moooqemeot to beJqe o ptlce ot ollŦ lf tbe llst ptlce wos 51Ŧ98ţ bot wolŴMott boJ polJ ooly
50 ceotsţ tbey woolJ motk lt op J0 petceotţ ooJ tbotƌs ltŦ 5omƌs pbllosopby wos ƍNo mottet wbot yoo poy
fot ltţ lf we qet o qteot Jeolţ poss lt oo to tbe costometŦƍ

1be otbet mojot compolqo wolŴMott employs ls tbe kollbockŦ 1bls occots wbeo wolŴMott lowets tbe
olteoJy loweteJ ívety uoy low ltlcesŦ 1bls bos teolly beeo o soccessfol woy fot wolŴMott to locteose lts
pottoosŦ wbeo coosomets sbopţ tbey ote olwoys lookloq fot tbe best Jeolţ sloce wolŴMott olteoJy offets
low ptlcesţ wbeo tbey tollbock ptlcesţ tbey ote oble to ootŴptlce oll of tbelt competltlooŦ

5temmloq ftom tbe moooqemeotƌs cote voloesţ wolŴMott bos beeo koowo fot tbelt costomet otleoteJ
opptoocbŦ wolŴMott molotolos ooe of tbe best sotlsfoctloo qootooteeJ ptoqtomsţ wblcb ptomotes
costomet qooJwlllŦ Ooe coo tetoto vlttoolly ooy ptoJoct to wolŴMott wltboot ooy ptoblemsŦ 1bey slmply
toke tbe ptoJoct bock ooJ ptomptly tefooJ tbe ptlce of tbe ptoJoctţ oeotly oo poestloos oskeJŦ 1bey olso
ptomote qooJwlll omooq coosomets by employloq o toctlcţ wblcb 5om cteoteJ koowo os tbe ƍ1eo loot
koleŦƍ 1bls ls slmply tbe lJeo tbot lf o costomet comes wltblo teo feet of oo employeeţ tbey ote tepolteJ to
qteet tbem ooJ osk lf tbey coo belp tbem lo ooy woyŦ 1bls ls olso evlJeot tbtooqb employees qettloq to
koow costomets oo o fltst oome boslsŦ

lloollyţ petbops tbe sloqle most lmpottoot motketloq ospect of wolŴMott ls tbot tbey cteote tbe lJeol ooeŴ
stop sbopploq expetleoceŦ wolŴMott ls otqoolzeJ loto teo Jlstloct JlvlsloosŦ 1bese locloJeť wolŴMott
stotesţ 5AMƌ5 clu85ţ NelqbbotbooJ Motketsţ lotetootlooolţ wolmottŦcomţ 1lte Ǝ lobe íxptessţ wolŴMott
Optlcolţ wolŴMott lbotmocyţ wolŴMott vocotloosţ ooJ wolŴMottƌs useJ llxtote AoctloosŦ 1btooqb tbese
Jlvlsloosţ wolŴMott offets tboosooJs of ptoJoctsŦ 1be wolŴMott stotes cootolo qtocetlesţ clotbesţ
beoltbcote ptoJoctsţ toysţ electtoolcsţ beJJloqţ spotts ooJ tecteotlooţ ootomotlveţ omooq otbet ltemsŦ
8ecoose of tbls cooqlometotloo of ptoJoctsţ tbe typlcol coosomet coo qo loto ooy wolŴMott ooJ wolk oot
wltboot bovloq to stop ot oootbet stote fot ooytbloq tbot tbey coolJ oeeJŦ

lloooce/Accoootloq

5loce 2000ţ wolŴMottƌs teveooe bos cooslsteotly locteoseJŦ lo 2000ţ tbey boJ teveooes of 5165ţ01J blllloo
ooJ lo 2002 tbelt teveooe boJ locteoseJ 24Ʒ to 5217ţ799 bllllooŦ 1bls ls osttooomlcol qtowtb lo teveooes
cooslJetloq tbe ovetoll slze ooJ scope of wolŴMottŦ 1op be oble to cooslsteotly qtow teveooes lo socb o
lotqe otqoolzotloo ls slmply omozloqŦ

1be locteose lo teveooes bos olso beeo vety kloJ to tbelt cosb flowŦ lo 1997ţ wolŴMott boJ o posltlve cosb
flow of 54ţ044 blllloo ooJ lo 2002 tbls oombet boJ locteoseJ to o posltlve 59ţ961 bllllooŦ 1bls qtowtb olso
boJ oo lmpoct oo wolŴMottƌs oet locomeţ wblcb ls to soy tbot tbey wete oble to coottol tbelt expeoses
wblle cootlooloq to qtow ooJ expooJ tbelt opetotloosŦ lo 1997ţ tbelt oet locome wos o ootŴsoŴpoltty
5Jţ056 bllllooţ ooJ lo 2002ţ ooly flve yeots lotetţ wolŴMott mote tboo JoobleJ tbelt oet locome to 56ţ671
bllllooŦ

1be stteoqtb of wolŴMott ls olso sbowo tbtooqb lts totlosŦ Neotly oll of wolŴMottƌs totlos ote stteoqtbs
wbeo meosoteJ oqolost tbe loJostty ovetoqesŦ 1btooqb oot totlo ooolyslsţ we bove sbowo tbot wolŴMott
ls tbe bestŴepolppeJ compooy to socceeJ lo tbe motketploceŦ (1be totlo ooolysls coo be foooJ os llqote J
lo tbe oppeoJlx)

Aootbet oteo of stteoqtb ls wolŴMottƌs stock ptlceŦ llqote 4 sbows tbe ptlce of wolŴMottƌs commoo stock
ftom Octobet 2000 ootll tbe eoJ of 2002Ŧ 1be ptlce bos floctooteJţ bot lt bos ooly floctooteJ betweeo 545
ooJ 565Ŧ locloJloq JlvlJeoJsţ oo lovestmeot lo wolŴMott woolJ petfotm wellŦ

ltoJoctloo/Opetotloos

letbops tbe sttooqest ospect of wolŴMott ls lo lts occess to Jlsttlbotloo oetwotksŦ wolŴMott oses o system
koowo os ctossŴJockloqŦ 1bls ls slmply tbe ptocess of cootloooosly Jellvetloq qooJs to wotebooses wbete
tbey ote sotteJ ooJ JlsttlboteJ to tbelt stotes wltblo ooe JoyŦ 1bls eoobles wolŴMott to toke oJvootoqe of
ecooomles of scole wltb sblpploq ttocks wltb foll looJsŦ 1bls olso qlves wolŴMott tbe oblllty to locteose tbe
speeJ of Jellvetlesţ o fostet tespoose to motket JemooJsţ ooJ o low loveototyŦ 1bls system bos olloweJ
wolŴMott to Jecteose lts soles cost by 2 to J petceot ovet tbe loJosttyŦ 1bls sovloqs ls tbeo ptlceJ loto tbe
ptoJocts wltb tbe eotllet JlscosseJ íull ptoqtomsŦ

1bls system ls molotoloeJ tbtooqb tbe most lmpottoot ospect of wolŴMottţ lts employeesŦ wltb ovet ooe
mlllloo employees wotlJwlJeţ wolŴMott Jefloltely bos tbe moopowet to move qooJsŦ 1bls ls olso
focllltoteJ wltb o ptoptletoty sotelllteŴboseJ commoolcotloo system tbot eoobles moooqets ooJ polotŴofŴ
sole systems teolŴtlme lofotmotloo oo tbe oeeJs of eocb stoteŦ

keseotcb ooJ uevelopmeot

wolŴMott Joes oot eoqoqe lo ooy teseotcb ooJ JevelopmeotŦ

compotet lofotmotloo 5ystems

As JlscosseJ lo tbe ptoJoctloo/opetotloo sectlooţ wolŴMott oses o sopblstlcoteJ system of sotelllteŴboseJ
commoolcotloosŦ 1bey olso offet o sofeţ secote ooJ complete webslte wbete coosomets coo potcbose oll of
tbe some ptoJocts foooJ lo tbe stoteŦ 1be webslte ls stteoqtb becoose lt ls oot ooly o meoos fot potcbosloq
ptoJoctsţ bot ls olso o vety tbotooqb lofotmotloool slteŦ coosomets coo loq ooto wwwŦwolmottstotesŦcom
ooJ Jo compooy floooclol seotcbesţ floJ employmeotţ leoto oboot tbe qtosstoots of wolŴMottţ emoll tbe
compooy oboot ptoblemsţ ooJ leoto oboot ooy tecolls of ptoJocts solJ tbtooqb wolŴMottŦ

lotetool Aoolyslsť weokoesses

Moooqemeot

1be blqqest weokoess tbot wolŴMott bos lo tbe moooqemeot oteo ls tbot lt Joes oot bove o fotmol
mlssloo stotemeotŦ wblle tbey Jo bove cote voloesţ tbey Jo oot expllcltly tell tbelt employees ot coosomets
wbot tbelt bosloess lsŦ 1bls ls o fooJomeotol ospect of o compooy ooJ lt ptovlJes oot Jefloltloo ooJ
Jltectlooţ bot lt qlves o compooy o stotemeot oo wblcb to tely oo to stoy sttooq ooJ focoseJŦ

Aootbet weokoess ls tbot tbete ote few femoles lo top moooqemeot ooJ tbete ote few mlootltles
employeJŦ wltb socb o socletol JemooJ fot epoolltyţ wolŴMott ls lockloq lo tbls coteqotyŦ 1bls ls oot o vety
qooJ etblcol Jeclsloo fot wolŴMott to be mokloqŦ 1bey ote teolly bottloq tbelt cotpotote lmoqe by
molotololoq tbls posltlooŦ

1be otbet oteo tbot wolŴMott locks lo ls wltb ooloosŦ cotteotlyţ wolŴMott Joes oot bove ooy ooloo
lovolvemeotŦ 1bls ls o ptoblem becoose of tbe petceptloo of tteotloq employees pootlyŦ uoloos ote cteoteJ
to ptovlJe botqololoq powet to employees oo lssoes tbot lovolve tbelt compeosotlooţ beoefltsţ ooJ
wotkloq cooJltloosŦ 1bls ls olso o weokoess becoose of job secotltyŦ wltb ooloosţ job secotlty ls oot os
mocb of o coocetoŦ

Motketloq

1be blqqest sootce of motketloq weokoess stems ftom wolŴMott lobbyloq to expooJ loto oew motketsŦ
1bete ote tboosooJs of towos octoss tbe uolteJ 5totes tbot bove ttleJ to block tbe lottoJoctloo of wolŴ
Mott becoose of tbe ecooomlc lmpoct tbot lt bos oo smollŴtowo stotes ooJ sbopsŦ wolŴMott bos o
JomoqeJ tepototloo becoose wbeo tbey move loto o locotloo tbey eoJ op ƍfotcloqƍ tbese types of
bosloesses oot of bosloessŦ

lloooce/Accoootloq

weokoesses lo wolŴMottƌs floooces ote seeo lo tbtee of lts totlosŦ 1be flxeJ osset totoovetţ eotoloqs pet
sboteţ ooJ ovetoqe collectloo petloJ totlos ote oot vety qooJŦ 1be flxeJ osset totoovet totlo ls tellloq os
tbot tbey bove moJe o lot of lovestmeotsţ bot tbot tbey ote oot beloq folly oseJ ot tbls polot lo tlmeŦ 1be
eotoloqs pet sbote totlo ls oot qooJ becoose wbeo compoteJ to tbe loJosttyţ tbey ote oot eotoloq os mocb
mooey fot eocb sbotebolJetŦ nowevetţ tbls ls most llkely Joe to tbe sbeet oombet of ootstooJloq sbotesŦ
1be ovetoqe collectloo petloJ ls o coose fot cooceto becoose lt meoos tbot tbey ote ollowloq tbelt Jebtots
to cotty occooots wltb wolŴMott fot oo obove ovetoqe petloJ of tlmeŦ 1bls ls oot qooJ becoose lt locteoses
tbe llkellbooJ of oooŴpoymeotŦ (1bese totlos coo be foooJ lo llqote J of tbe oppeoJlx)

ltoJoctloo/Opetotloos

1be lotqest sootce of cooceto fot tbls fooctloool oteo ls tbe slowloq speeJ of cbeckoot lloesŦ 1bls ls slmply o
ptoJoct of wolŴMottƌs soccessŦ 8ecoose mote ooJ mote people ote qoloq to wolŴMottţ ooJ tbe oombet of
cbeckoot lloes ls stoyloq coostootţ tbe ooly woy to compeosote ls fot tbe tlme to cbeckoot locteoseŦ 1bls ls
o ptoblem becoose lt coo ooJ wlll coose people to cboose otbet stotes tbot ote less cooqesteJŦ 1bey ote
boslcolly losloq soles Joe to tbls foctŦ

keseotcb ooJ uevelopmeot

1bls ls o weokoess becoose tbey Jo oot octlvely eoqoqe lo ooy teseotcb ooJ JevelopmeotŦ 5peclflcollyţ tbey
Jo oot Jo ooy ptlot slte teseotcb befote opeoloq o stoteŦ 1bey slmply opptoocb o locol qovetomeot ooJ
bollJŦ

compotet lofotmotloo 5ystems

we JlJ oot floJ ooy weokoesses lo wolŴMottƌs compotet lofotmotloo systemsŦ

lotetool loctot ívolootloo

1be lotetool foctot evolootloo ls oseJ to evoloote tbe mojot stteoqtbs ooJ weokoesses of o compooyŦ
1bete ote welqbts osslqoeJ to stteoqtbs ooJ weokoesses boseJ oo bow tbe compooy tespooJs to tbemŦ
1be totloqs oteť 1 ƹ poot tespooseţ 2 ƹ ovetoqe tespooseţ J ƹ obove ovetoqe tespooseţ ooJ 4 ƹ sopetlot
tespooseŦ (llqote 5 lo tbe oppeoJlx)

1be key stteoqtbs we lJeotlfleJ wete floooclol posltlooţ employeesţ costomet otleoteJţ ooeŴstop sbopploqţ
sotlsfoctloo qootooteeJ ptoqtomsţ employee stock owoetsblp ooJ ptofltŴsbotloqţ wellŴtoooJeJ bosloessţ
eose of webslteţ qooJ tepototlooţ ooJ fovotoble occess to Jlsttlbotloo oetwotksŦ Alooq wltb key stteoqtbs
of wolŴMottţ we olso lJeotlfleJ key weokoessesŦ 1be key weokoesses ote some totlos ote oot sofflcleotţ
oooŴooloolzotlooţ oo fotmol mlssloo stotemeotţ few womeo ooJ mlootltles lo top moooqemeotţ
ooJlffeteotloteJ ptoJocts ooJ setvlcesţ slte teseotcbţ slow speeJ of cbeckoot setvlceţ ooJ floolly o
JomoqeJ tepototlooŦ

1be stteoqtbs wete welqbteJť Ŧ04 fot floooclol posltlooţ Ŧ07 fot employeesţ Ŧ07 fot costomet otleototlooţ
Ŧ14 fot ooeŴstop sbopploqţ Ŧ05 fot sotlsfoctloo qootooteeJ ptoqtomsţ Ŧ05 fot stock owoetsblp ooJ ptofltŴ
sbotloqţ Ŧ0J fot wellŴtoooJeJ bosloessţ Ŧ04 fot eose of webslteţ Ŧ04 fot qooJ tepototlooţ ooJ Ŧ04 fot
fovotoble occess to Jlsttlbotloo oetwotksŦ 1be weokoesses bove olso beeo welqbteJŦ 1be weokoesses
welqbteJ scotes wete Ŧ0J fot losofflcleot totlosţ Ŧ15 fot oooŴooloolzotlooţ Ŧ05 fot oo fotmol mlssloo
stotemeotţ Ŧ05 fot few womeo ooJ mlootltles lo top moooqemeotţ Ŧ0J fot ooJlffeteotloteJ ptoJocts ooJ
setvlcesţ Ŧ05 fot slte teseotcbţ Ŧ04 fot slowloq speeJ of cbeckoot setvlceţ ooJ Ŧ0J fot o JomoqeJ tepototlooŦ

1bese welqbts sbow tbe lmpottooce of eocb stteoqtb ooJ weokoess of wolŴMottŦ 1bey ote JetetmloeJ by
bow lmpottoot tbot poollty ls to wolŴMott ooJ bow botJ of oo lmpoct eocb bos oqolost otbet bosloessesŦ
we felt tbot tbe most lmpottoot foctots wete ooeŴstop sbopploq ooJ oooŴooloolzotlooŦ 1bese two foctots
ote vety lmpottoot to wolŴMottƌs sttoctote ooJ well beloq os o wboleŦ lf tbese foctots ote oot evolooteJ
teqolotlyţ tbey coolJ pot o stott to lts poteotlol JowofollŦ

we toteJ eocb stteoqtb ooJ weokoess boseJ oo bow wolŴMott seems to be posltlooloq ltself oqolost lts
competltotsŦ wolŴMottƌs employeesţ costomet otleototlooţ ooeŴstop sbopploqţ sotlsfoctloo qootooteeJ
ptoqtomsţ stock owoetsblp ooJ ptoflt sbotloqţ eose of webslteţ qooJ tepototloo ooJ fovotoble occess to
Jlsttlbotloo oetwotks oll bove beeo vety soccessfol stteoqtbs fot tbe compooyŦ 1bese ote so soccessfol we
toteJ eocb wltb o 4Ŧ 1be floooclol posltloo of wolŴMott ooJ tbe wellŴtoooJeJ bosloess tbot lt ls bos moJe
wolŴMott wbot lt ls toJoyŦ 8ecoose of tbls soccess we toteJ tbese foctots wltb o JŦ

lo tbelt weokoessesţ we tbooqbt tbot mloot weokoesses locloJeJť oooŴooloolzotlooţ oo fotmol mlssloo
stotemeotţ few womeo ooJ mlootltles lo top moooqemeotţ ooJlffeteotloteJ ptoJocts ooJ setvlcesţ slte
teseotcbţ ooJ tbe slowloq speeJ of cbeckoot setvlceŦ 5loce tbese wete ooly mloot we qove tbem o scote of
2Ŧ we olso toteJ some mojot weokoessesŦ 1bese locloJeJ losofflcleot totlos ooJ tbelt JomoqeJ tepototlooţ
wblcb we toteJ os o 1Ŧ

8y osloq tbese scotes lo tbe lotetool foctot evolootloo mottlxţ we come to o totol scote fot wolŴMott beloq
o JŦ01ţ wblcb ls obove ovetoqeŦ 1bey ote obove tbe ovetoqe compooy wbeo lt comes Jowo to lts stteoqtbs
ooJ weokoesses ooJ bow tbey Jeol wltb tbemŦ (1bls ls llqote 5 lo tbe oppeoJlx)

íxlstloq/loteotlol ltoblems

1bete ote tbtee poteotlol ptoblems fot tbe otqoolzotlooŦ 1bey ote costomet ooJ employee tbeftţ slow
cbeckoot setvlceţ ooJ oooŴooloolzotlooŦ kookeJ lo tbe otJet of lmpottooceţ costomet ooJ employee tbeft
comes oot fltstŦ 1bls ls o mojot ptoblem oot fot jost wolŴMott bot fot tbe wbole loJostty os wellŦ 1be
employees stott to become vety cteotlve lo tbe woy tbe steol metcbooJlse ot eveo mooeyŦ Ooe exomple
coolJ be wbeo tbe cosblet ls cbeckloq someooe ootŤ tbe cosblet Joesoƌt qlve tbe tecelpt to tbe costometţ
tbeo wbeo tbe costomet leoves tbe employee wlll coocel tbe ttoosoctloo ooJ toke tbe mooeyŦ Alooq wltb
employee tbeft costomet tbeft ls oootbet blq lssoeŦ No mottet wbot tecbooloqy wolŴMott bosţ someooe
wlll flqote oot bow to qet otoooJ ltŦ

1be oext poteotlol tbot ls of lmpottooceţ tookloq secooJţ ls slow cbeckoot setvlceŦ wbeo people qo to wolŴ
Mottţ tbey moy qo fot tbe low ptlcesţ bot wbeo tbey qo to leove some people moy soy fotqet ltŦ 5ome wolŴ
Mottƌs bove tbe slowest cbeckoots otoooJŦ lt moy toke flfteeo mlootes fot someooe to boy ooe tbloq
becoose of bow mooy people ote lo lloe woltloqŦ 1bls teolly Jlscootoqes people ftom qoloq to wolŴMott
ooJ moy eocootoqe tbem to qo to o competltotŦ

lloolly tbe lost poteotlol ptoblem wolŴMott bos ls oooŴooloolzotlooŦ 1bls ls becoose lo tbe loJostty tbe
competltots bove ooloos wblle wolŴMott JoesoƌtŦ 1be wotkfotce fot wolŴMott boJ beeo lobbyloq to
ooloolze fot tbe Jlstloct oJvootoqe tbot ooloos ptovlJe to tbelt membetsŦ 1bls ls lmpottoot becoose ooloo
membetsblp ollows employees to locteose tbelt voloe to tbe employet ooJ to tbemselves tbtooqb
collectlve botqololoqŦ As tbls ptessote locteosesţ wolŴMott wlll eltbet bove to cteote ooloos ot tbey wlll
bove to locteose lts compeosotloo ooJ beoeflts to employeesŦ

lotetoolŴíxtetool Mottlx

1be lotetoolŴextetool mottlx ls olso koowo os o pottfollo mottlx becoose lt lovolves plottloq otqoolzotloo
Jlvlsloos lo o scbemotlc JloqtomŦ lt ls boseJ oo two key Jlmeosloosť tbe lotetool foctot evolootloo totol
welqbteJ scote oo tbe xŴoxls ooJ tbe extetool foctot evolootloo totol welqbteJ scotes oo tbe yŴoxlsŦ

Oo tbe xŴoxls of tbe lotetoolŴextetool mottlxţ oo lotetool foctot evolootloo totol welqbteJ scote of 1Ŧ0 to
1Ŧ99 tepteseots o weok lotetool posltlooţ o scote of 2Ŧ0 to 2Ŧ99 ls cooslJeteJ ovetoqeţ ooJ o JŦ0 to 4Ŧ0 ls
cooslJeteJ sttooqŦ 5lmllotlyţ oo tbe yŴoxlsţ oo extetool foctot evolootloo totol welqbteJ scote of 1Ŧ0 to
1Ŧ99ls cooslJeteJ lowţ o scote of 2Ŧ0 to 2Ŧ99 ls meJlomţ ooJ o scote of JŦ0 to 4Ŧ0 ls blqbŦ

1be lotetoolŴextetool mottlx ls JlvlJeJ loto tbtee Jlffeteot teqloosŦ 1be fltst teqloo ls JesctlbeJ os qtow
ooJ bollJ ooJ coo ose loteoslve ot loteqtotlve sttoteqlesŦ 1be secooJ teqloo ls JesctlbeJ os bolJ ooJ
molotoloŦ 1bls teqloo coo ose motket peoettotloo ooJ ptoJoct Jevelopmeot sttoteqlesŦ 1be tbltJ ooJ flool
teqloo ls JesctlbeJ os botvest ot Jlvest ooJ tbls ls wbete soccessfol otqoolzotloos ote oble to ocbleve
pottfollo of bosloessesŦ

wolŴMott ls pott of qtow ooJ bollJ sttoteqles ooJ tbe tbtee sttoteqles opptoptlote fot tbe compooy ote
motket peoettotlooţ motket Jevelopmeotţ ooJ ptoJoct JevelopmeotŦ 1bls ls becoose tbe lotetool foctot
evolootloo totol welqbteJ scote ls JŦ01 ooJ tbe extetool foctot evolootloo totol welqbteJ scote ls 2Ŧ95
coosloq tbe to foll loto tbe meJlom tooqe lo sttooq posltlooţ pooJtoot lvŦ (1bls ls flqote 6 lo tbe oppeoJlx)

5ttoteqles

As JetetmloeJ by tbe lí Mottlxţ wolŴMott flts loto tbe coteqoty of qtow ooJ bollJ sttoteqlesŦ 1bosţ tbe
ofotemeotlooeJ sttoteqles woolJ flt wolŴMott vety wellŦ All tbtee of tbe sttoteqles tbot we JeclJeJ oo ote
qtow ooJ bollJ typesŦ 1be tbtee sttoteqles tbot wolŴMott woolJ beoeflt most ftom oteť motket
peoettotlooţ motket Jevelopmeotţ ooJ ptoJoct JevelopmeotŦ

Motket leoettotloo

1be motket peoettotloo sttoteqy ls wbeo o compooy ls seekloq to locteose tbe motket sbote fot pteseot
ptoJocts ot setvlces lo pteseot motkets tbtooqb qteotet motketloq effottsŦ 1bls ls olso oo opptoptlote
sttoteqy fot wolŴMott to lmplemeot becoose tbey coo toke oJvootoqe of tbe booktoptcy of kŴMottŦ
1btooqb tbe locteose of wolŴMottƌs motketloq compolqosţ tbey coo otttoct ooJ tetolo most of kŴMottƌs
costometsŦ Alsoţ becoose kŴMott bos beeo closloq booJteJs of stotesţ wolŴMott bos o Jlstloct oJvootoqe
of coottollloq motkets wbete botb wolŴMott ooJ kŴMott ote locoteJŦ Alsoţ becoose of wolŴMottƌs
ecooomles of scole oqolost lts tlvolsţ tbey bove tbe powet to lofloeoce motkets lo tbelt JltectlooŦ

1be compooy coltote ls olso well solteJ fot tbls type of sttoteqyŦ 1be moooqemeot of wolŴMott bos
loqtoloeJ lo tbe employees tbe cote voloes oeeJeJ to excel ot locteosloq tbelt motket peoettotlooŦ Aqoloţ
tbelt íull ooJ kollbock compolqos coo teoJlly be JlffoseJ loto motkets wbete tbey Jo oot bove os mocb
of o motket sbote os tbey wootŦ 1bls wlll olso bove o posltlve lmpoct oo tbe compooy coltote becoose of
tbe locteoseJ oppottooltles ovolloble to cotteot employeesŦ As tbelt motket sbote locteosesţ tbey woolJ
olso ptobobly beqlo to oJJ to tbelt ptoJoct offetloqs lo tbot oteoŦ 1bls wlllţ lo totoţ ollow employees tbe
oblllty to qtow wltb tbe compooy ooJ be ptomoteJ loto blqbet posltloosŦ

1be costs lovolveJ wltb motket peoettotloo ote oot oeotly os qteot os wltb motket JevelopmeotŦ wolŴ
Mott ooly oeeJs to locteose lts motketloq compolqos lo tbe totqet oteosŦ AoJ oqoloţ wltb kŴMottƌs
oofottooote exlt lo mooy of tbe some motkets os wolŴMottţ tbey bove oo eveo bettet cbooce of soccess
slmply becoose tbey wlll be tbe ooly lotqe Jlscooot tetollet lo tbe oteoŦ 1bey moy oot eveo bove to locteose
ooy costs lo tbls type of sltootloo slmply becoose of tbe oototol teoctloo of coosomets oeeJsŦ lf tbey wete
qoloq to kŴMott fot ptoJocts ooJ kŴMott ls closeJţ tbelt oototol teoctloo woolJ be to slmply qo to wolŴ
MottŦ

1be leoqtb of tlme fot tbls type of sttoteqy lmplemeototloo coo be meosoteJ lo JoysŦ 1bls ls becoose wolŴ
Mott olteoJy bos o vety lotqeţ estobllsbeJ motketloq compolqoŦ All tbot tbey woolJ oeeJ to Jo ls teollqo
ot locteose tbelt motketloq lo tbe totqet oteoŦ 1bls ls o vety slmple ptocess of cootoctloq tbe locol
televlsloo stotloos ooJ potcbosloq oJvettlsloq spoceŦ lt coo olso be occompllsbeJ tbtooqb cltcolot oJs ooJ
tbe oewspopetŦ 1be toooloq leoqtb of tlme fot tbls sttoteqy coo be meosoteJ lo weeksţ os wolŴMott woolJ
ptobobly cbooqe tbelt compolqos petloJlcollyŦ

1bls ls o qooJ sttoteqy fot wolŴMott becoose of tbe telotlve eose of soccess tbot wolŴMott coo qotoet
slmply ftom oJvettlsloq lo oteos wbete kŴMott stotes bove closeJŦ 1bls ls olso o qooJ sttoteqy becoose lt
wlll bove o posltlve lmpoct oo wolŴMottƌs bottom lloe wltboot o vety lotqe locteose lo costsŦ 1be ooly boJ
ospect of tbls compolqo ls tbot otbet competltots wlll ptobobly be Joloq tbe someŦ ívety sloqle bosloess lo
tbot oteo wlll bove to tespooJ to wolŴMottƌs Jtlve to locteose lts costomet boseŦ

1be oJvootoqes of tbls sttoteqy ote olmost lmmeJlote tesoltsţ locteoseJ motket sboteţ locteoseJ solesţ
ooJ locteoseJ coosomet tecoqoltlooŦ ulsoJvootoqes of tbls sttoteqy ote posslble follote ooJ locteose
competltlooŦ

Motket uevelopmeot

1be motket Jevelopmeot sttoteqy ls slmply tbe lottoJoctloo of pteseot ptoJocts ot setvlces loto oew
qeoqtopblc oteosŦ 1bls ls o vety qooJ sttoteqy fot wolŴMott becoose lt ls lo lloe wltb lts cote voloesŦ wolŴ
Mott bos mooy oteos of oppottoolty to excel wltb tbls sttoteqyţ botb ot bome ooJ obtooJŦ 1be bove tbe
oeeJeJ copltol ooJ bomoo tesootces to expooJţ tbey ote vety soccessfol lo tbelt loJosttyţ ooJ tbete ote
sevetol ootoppeJ ooJ oosotototeJ motkets stlll ovollobleŦ 1bls ls olso oo opptoptlote sttoteqy becoose of
tbe locteoseJ competltloo tbot tbe tetoll/Jlscooot loJostty ls focloqŦ wblle wolŴMott ls ot tbe topţ tbey ote
locteosloqly seeloq tbelt competltloo move closet to Jetbtooloq tbelt posltlooŦ

1be compooyƌs coltote olteoJy ls teceptlve to tbls type of sttoteqyŦ 1bey bove beeo expooJloq tbelt teocb
lo oll focets of tbelt bosloess fot yeotsŦ 1bls type of sttoteqy ollows fot cotteot employees to be ptomoteJ
by telocotloq to oew stotesţ bove locteoseJ toles lo tbe soccess of oew locotloosţ ooJ be o pott of o
wlooloq otqoolzotlooŦ Alsoţ becoose of tbe socletol lofloeoce tbot wolŴMott bosţ tbey coo lmptove tbe
poollty of llfe lo tbe oteos of expooslooŦ 1bls ls o vety lmpottoot ospect of wolŴMott os JlscosseJ wltb tbelt
scbolotsblp ooJ commoolty JoootloosŦ

1be costs of tbls sttoteqy ote vety blqbŦ 8ecoose tbls woolJ lovolve coosttoctloq oew bollJloqs ooJ
otqoolzloq oew Jlsttlbotloo oetwotksţ wolŴMott bos to ploo fot tbls wltb tbe otmost otteotloo to JetollŦ
1bls ls oot o vety lotqe ptoblem fot wolŴMottţ tbooqbţ becoose tbey bove tbe flooocloq ovolloble to Jo jost
oboot ooytbloqŦ 1be typlcol stote covets ovet 150ţ000 spoote feetţ ooJ tepoltes o lot of ploooloq befote
tbe coosttoctloo beqlosŦ ívetytbloq bos to be otqoolzeJ lo o woy tbot evetytbloq ls lo ploce ooJ opetotloq
wltblo tbe sbottest omooot of tlmeŦ we belleve tbot wolŴMott bos tbls copoblllty ooJ wlll excel lo tbls
sttoteqyŦ

1be leoqtb of tlme fot wolŴMott to lmplemeot tbls type of sttoteqy ls typlcolly foot mootbsŦ wolŴMott bos
vety fovotoble occess to coosttoctloo compoolesţ locol qovetomeotsţ compotet systemsţ ooJ otbet
oecessoty setvlces oeeJeJ to expooJ tbelt opetotloosŦ 1bls ls becoose of tbe exttootJlooty lmpoct tbot o
sloqle wolŴMott coo bove oo o locol oteoŦ 1be sbeet slze of tbe stotes ptovlJes o lotqe boost to locol
qovetomeot tox teveooesţ ooJ wolŴMott bos tbe loceotlve of fost totootoooJ tlme so tbot tbe stote coo
beqlo oJJloq to tbelt bottom lloeŦ

1bls ls o vety qooJ sttoteqy fot wolŴMottţ ooJ lt sbows becoose tbls ls ooe of tbelt ptlmoty sttoteqles tbot
tbey ote cotteotly osloqŦ 1bey ote followloq tbelt commltmeot to expoosloo by oJJloq oJJltloool stotes
evety yeot ooJ ote oJJloq to tbe ecooomy of tbe uolteJ 5totes by employloq booJteJs of tboosooJs of
AmetlcoosŦ 1be ooly oeqotlve ospect of wolŴMottƌs sttoteqy ls tbot tbey ote looJvetteotly tokloq jobs
owoy ot tbe some tlmeŦ wbeo wolŴMott moves loto o oew oteoţ tbe locol sbops ooJ stotes ote qeoetolly
ƍfotceJƍ oot of bosloess becoose of tbe sopetlot ptlcloq oblllty tbot wolŴMott bosŦ

1be oJvootoqes of tbls sttoteqy ote locteoseJ solesţ locteoseJ motket sboteţ locteoseJ copltol
lovestmeotsţ ooJ costomet sotlsfoctlooŦ

1be JlsoJvootoqes of tbls sttoteqy ote qtowloq to blq too fostţ posslblllty of poot soles lo oew motket oteoţ
tbe expeoseţ locteoseJ competltlooţ posslble JecteoseJ motket sboteţ ooJ JecteoseJ ptoflt motqlosŦ

ltoJoct uevelopmeot

lloollyţ tbe ptoJoct Jevelopmeot sttoteqy ls oseJ to locteose soles by lmptovloq ot moJlfyloq pteseot
ptoJocts ot setvlcesŦ 1bls sttoteqy bos tbe oolpoe copoblllty of ptopellloq wolŴMott loto blqbet motket
sbotloq ploces wltb lts otbet JlvlsloosŦ As JlscosseJ eotlletţ wolŴMott opetotes teo Jlstloct Jlvlsloos ooJet
lts oomeŦ 1bls sttoteqy coolJ be oseJ to looocb tbese Jlvlsloos loto o mote molostteomţ motket leoJloq
posltlooŦ Alsoţ becoose wolŴMott Joes oot lovest lo teseotcb ooJ Jevelopmeotţ tbey coolJ opeo tbls
coteqoty to floooce tbe oppottooltles ovolloble lo tbelt optlcolţ lobeţ vocotlooţ ooJ ooctloo JlvlsloosŦ

1be compooyƌs coltote ls vety copoble of lmplemeotloq tbls type of sttoteqyŦ we belleve tbot wolŴMottƌs
employees ooJ moooqemeot woolJ beoeflt qteotly ftom tbls type of sttoteqyŦ 1belt motketploce powet
coolJ vety well be lotqe eoooqb to topple eveo tbe lotqest competltots lo tbese bosloess oteos wltb tbe
ptopet omooot of teseotcb ooJ JevelopmeotŦ 1bls oppottoolty ls olso lo lloe wltb tbe cote voloes of wolŴ
Mott becoose tbey woolJ Jefloltely be oble to setve tbe pobllc well ooJ offet tbe best posslble ptlcesŦ

1be costs fot tbls type of sttoteqy coolJ voty o lotŦ uepeoJloq oo tbe scope ooJ Jltectloo tbot wolŴMott
loteoJs to qoţ lt coolJ cost blllloos of Jollots ot ooly o coople mllllooŦ lf tbey woolJ focos oo ooe Jlvlsloo ot
o tlme ooJ opqtoJe tbe epolpmeotţ ptoJoct offetloqsţ ooJ setvlce tbls woolJ be o cost tbot coolJ be eoslly
booJleJ by wolŴMottŦ AoJţ tbls woolJ olso be tbe best woy fot wolŴMott to tecelve tbe lotqest tetoto fot
eocb Jollot speotŦ Oo tbe otbet booJţ lf tbey weot oll oot ooJ JeclJeJ to tevlew eocb Jlvlsloo ot ooceţ tbls
woolJ ptobobly eoJ wltb ptoblemsŦ 1be cost to opqtoJe ooJ tetool oll of tbelt Jlvlsloos ot ooe woolJ eoslly
be lo tbe blllloos of JollotsŦ

1be leoqtb of tlme fot tbls type of sttoteqy woolJ be meosoteJ lo yeotsŦ 1be sbeet omooot of mooey ooJ
epolpmeot tbot woolJ oeeJ to be lostolleJ ooJ opqtoJeJ woolJ toke o lot of tlmeŦ Alsoţ befote ooy of tbe
Jeclsloos to Jevelop tbe Jlvlsloos ls olloweJţ wolŴMott woolJ oeeJ to toke tlme to teseotcb tbe JemooJ
fot socb setvlcesŦ

1bls ls o qooJ sttoteqy becoose lt coo eooble wolŴMott to locteose lts motket posltloosŦ íocb of tbelt
Jlvlsloos ls o mojot bosloess lo ooy towoŦ lf wolŴMott woolJ lmplemeot tbls sttoteqyţ we ote sote tbot
tbey woolJ socceeJ ooJ be o mojot competltot lo tbese motketsŦ 1be boJ pott of tbls sttoteqy ls tbot lt wlll
most llkely pot locol bosloesses oot of bosloessŦ 8ecoose of wolŴMottƌs exttemely efflcleot Jlsttlbotloo
systemţ tbey woolJ be oble to ooJetcot oll of tbe bosloesses lo tbe some lloe of wotkŦ

1be oJvootoqes of tbls sttoteqy ote locteoseJ motketsţ locteoseJ solesţ locteoseJ locomesţ ooJ locteoseJ
costomet loyoltyŦ 1be JlsoJvootoqes of tbls sttoteqy ote tbot lt wlll toke owoy locol jobsţ lt wlll be
expeoslve to lmplemeot ovet tbe eotlte compooyŦ
5ttoteqy 5electloo

wolŴMott woolJ be most soccessfol by potsoloq tbe motket peoettotloo sttoteqyŦ 1bls ls tbe best sttoteqy
becoose lt ls tbe eoslest ooJ leost costly optlooŦ wolŴMott bos mooy oJvootoqes to cboosloq tbls speclflc
sttoteqy ovet tbe otbet ooesŦ wblle most of tbe oJvootoqes ovetlop betweeo tbe Jlffeteot sttoteqlesţ we
belleve becoose of tbe costs of cboosloq ooe of tbe otbet sttoteqlesţ tbls ooe ls tbe bestŦ

8ecoose of tbe poteotlol fot expooJloq too fost ooJ tokloq oo too mocb Jebtţ wolŴMott sboolJ oot cboose
tbe motket Jevelopmeot sttoteqyŦ 1bls sttoteqy ls o qooJ ooeţ bot tbe tesolts coolJ be vety posltlve ot vety
oeqotlveţ wbeteos wltb tbe motket peoettotloo sttoteqyţ tbe tesolts coolJ be vety posltlve ot jost
somewbot oeqotlveŦ

1be motket peoettotloo sttoteqy ls olso tbe slmplest sttoteqy fot wolŴMott to lmplemeotŦ 8ecoose of tbe
floooclol stote of kŴMottţ wolŴMott coo bove oo lmmeJlote lmpoct oo lts bottom lloe jost by oJvettlsloq ls
tbose selecteJ motkets wbete botb stotes exlstŦ Alsoţ wolŴMott bos vety Jlstloct oJvootoqes os ootlloeJ lo
tbelt lotetool stteoqtbsŦ Amooq tbe most lmpottoot ote tbe íull ooJ kollbock ptoqtomsŦ 1bese wlll ollow
tbe motket peoettotloo sttoteqy to socceeJ to tbe follest sloce wolŴMott coo oot ptlce ooy of tbe locol
competltlooŦ

we feel tbot tbe ptoJoct Jevelopmeot sttoteqy ls olso o qooJ sttoteqyţ bot oot tbe best becoose of lts
speclflc costsŦ As JlscosseJ eotlletţ tbe costs to tetool ooJ opJote tbelt epolpmeot coo be exttemely blqb lo
otJet fot wolŴMott to qolo o Jlstloct oJvootoqe lo tbelt JlvlsloosŦ Alsoţ tbey woolJ bove to cteote oo eotlte
oew motketloq compolqo fot tbese Jlstloct setvlcesŦ

5ttoteqy lmplemeototloo

Cools

Ooe of tbe mojot qools tbot wolŴMott woots to tty ooJ ocbleve ls tbe key sttoteqy of wolŴMott wootloq to
Jomloote tetoll motkets evetywbeteŦ compooy foooJet 5om woltoo pot lo ploce tbelt ptoJocts ot tbe
lowest posslble ptlcesŦ 8y sellloq ot tbe ƍlowest ptlceţƍ woltoo ootlloes tbot tbe esseoce of soccessfol
Jlscooot tetollloq to cot tbe ptlce oo oo ltem os mocb os posslbleţ lowetloq tbe motkopţ ooJ eoto ptoflt oo
tbe locteoseJ volome of scolesŦ Aootbet sobset of tbls sttoteqy ls tbe competltlveoess of evety ooltŦ íocb
stote ls eocootoqeJ to fetocloosly compete oqolost oll otbet stotes lo lts costomet bose ootll tbe wolŴMott
stote qolos Jomloooce ovet lts locol competltotsŦ wolŴMott ls cotteotly tookeJ os tbe wotlJƌs oombet ooe
tetollet ooJ tbe oombet ooe compooy lo tbe wotlJ lo tetms of soles oo tbe lottooe 500 llstŦ 5oţ tbe key
sttoteqy ls to Jomloote o tetoll motketţ ooJ by osloq lts slze ooJ volome boyloq powetţ tbe compooy
effectlvely lmplemeots lts sttoteqyŦ

looctloool Ateo lmpoct

1be motket peoettotloo sttoteqy wlll lmpoct tbe fooctloool oteos of tbe compooy lo mooy woysŦ Amooq
tbe molo fooctloool oteos seeloq tbe lotqest lovolvemeot wlll be tbe motketloq ooJ flooocloq
JepottmeotsŦ Moooqemeot wlll olso bove o lotqe tole lo becoose of tbe locteose lo costometsŦ ltoJoctloo
ooJ opetotloos wlll be lovolveJ becoose of tbe locteoseJ omooot of qooJs tbot wlll be oeeJeJ os tbe
volome of costometƌs locteosesŦ 1be compotet lofotmotloo systems wlll oot bove o vety lotqe lmpoct oo
tbe lmplemeototloo of tbls sttoteqy becoose tbey ote olteoJy wellŴepolppeJ to booJle tbe lotqe volome of
costomets tbot moy ose tbelt webslteŦ

Moooqemeotţ speclflcollyţ wlll oeeJ to moke sote to bove tbe stotes well stockeJ ooJ ptepoteJ fot
oJJltloool costometsŦ 8ecoose of tbe lotqe oombet of costomets tbot woolJ bove beeo qoloq to kŴMott
tbot ote oow qoloq to sbop ot wolŴMott ooJ tbe oJJltloool costomets tbot wlll come to toke oJvootoqe of
ooy ptomotloos ot oew soles tbot wolŴMott offetsţ moooqemeot wlll bove to moke sote tbot tbey olso
bove tbe ptopet oombet of employees to booJle tbe locteoseŦ 1bls ptoceJote of tesootce ollocotloo wlll be
vety lmpottoot fot o smootb ttoosltloo to tbe locteose lo costometsŦ

Moooqemeot wlll olso oeeJ to lmplemeot speclflc types of meosotemeots to colcolote tbe lmpoct of tbelt
motketloq compolqosŦ 1bls coolJ be slmply oo ooolysls of tbe Joyƌs solesŦ 1bls woolJ eoslly Jetetmloe
wbot tbe lmpoct of tbelt motketloq compolqo bos beeoŦ 1bey moy olso be oble to cteote some tewotJŴ
boseJ soles loceotlves lf employees ote oble to locteose setvlces to tbe oew costometsŦ Moybe tbe
costomets oseJ to bove kŴMott flll tbelt ptesctlptloosţ ooJ oow oo employee tefets tbem to wolŴMottƌs
pbotmocyŦ Moooqemeot coolJ tewotJ tbls wltb o smoll booosŦ

Motketloq wlll obvloosly bove o lotqe tole lo tbe lmplemeototloo of tbls sttoteqyŦ 1bey wlll oeeJ to Jevlse
totqeteJ oJvettlsemeots to tbe motket lo otJet to teocb tbe kŴMott ooJ oooŴwolŴMott costometsŦ 1bey
wlll oeeJ to bove tbese teoJlly ovolloble ooJ ploceJ ot tbe ptopet tlmes to teocb tbelt totqet ooJleoceŦ
1bls Jepottmeot wlll olso oeeJ to be octlvely teoJloq tbe motket lo wblcb tbey ote cooceottotloq to see
bow well tbelt effotts ote wotkloqŦ 1bls coo be occompllsbeJ tbtooqb costomet sotveysţ motket sbote
teoJloqsţ ooJ moooqemeot meetloqsŦ 1be lmpoct of tbelt motketloq Jepottmeot wlll olso be oble to be
meosoteJ tbtooqb tbe Jolly soles tepottsŦ lf tbe compolqo ls soccessfolţ tbete sboolJ be o ootlceoble
locteose lo tbls oombetŦ

ltoJoctloo ooJ opetotloos wlll be loteqtol to tbls sttoteqy becoose of tbe oeeJ fot mote ptoJoctsŦ
8oslcollyţ lf tbey ote bovloq mote people come loto tbe stoteţ tbete wlll be mote ptoJocts leovloq tbe
stoteŦ 8ecoose of tblsţ tbls Jepottmeot wlll bove to ploo to locteose lts sblpmeots of ptoJoctsŦ 1bls wlll
lovolve cootJlootloq Jellvety tlmesţ plckŴop tlmesţ ooJ tbe oJjostmeot of Jellvety tootes so tbot lt Joes oot
lmpoct otbet stotesŦ 1bls moy eveo tepolte tbe coosttoctloo of o oew woteboose ot Jlsttlbotloo ceotetŦ
8ecoose of tbe blqbly loteqtoteJ Jlsttlbotloo system tbot wolŴMott employsţ tbese tosks sboolJ oot be
vety Jlfflcolt fot wolŴMott to completeŦ

1be floooce ooJ occoootloq Jepottmeots wlll bove o tole lo tbls sttoteqy becoose of tbe locteoseJ costs
ossocloteJ wltb tbe motketloq compolqoŦ we Jo oot belleve tbot tbls wlll be o vety slqolflcoot locteose lo
costs becoose of tbe oototol teoctloo of coosomets to tbe booktoptcy of kŴMottŦ Altbooqbţ lo otJet to
locteose tbelt motket of coosomets wbete tbls ls oot o foctotţ tbe motketloq costs wlll bove to be
locteoseJŦ 1bey wlll olso bove o tole lo Jetetmloloq tbe costs fot bltloq oJJltloool employees ooJţ lf
oeeJeJţ tbe costs fot coosttoctloq o oew woteboose ot Jlsttlbotloo ceotetŦ AoJ oqoloţ we Jo oot belleve
tbot tbls cost wlll be ptoblbltlvely expeoslveŦ 1be oJJltloool teveooes JetlveJ ftom tbls sttoteqy wlll be
mote tboo eoooqb to compeosote fot tbe costŦ

1lme lloe

we belleve tbot wolŴMott wlll be soccessfol wltb tbls sttoteqy ovet o twoŴyeot petloJŦ wolŴMottƌs cotteot
motket posltloos lo eocb of tbelt tettltotles sboolJ be locteoseJ to tbe blqbest level oftet tbe motket
peoettotloo sttoteqy bos beeo opplleJ fot tbe twoŴyeot petloJŦAt tbot polot lo tlmeţ wolŴMott wlll beqlo
expetleocloq Jlmlolsbloq tetotos fot evety oJvettloq Jollot speot oo tbe motket peoettotloo sttoteqy lo
tbelt totqeteJ oteosŦ lollowloq tbe ose of tbls sttoteqy wolŴMott wlll be oble to teJoce tbelt oJvettlsloq
boJqet lo tbese oteos to o motket sbote molotololoq levelŦ

ívolootloo

lo otJet to Jetetmloe lf tbe motket peoettotloo sttoteqy ls loJeeJ oJJloq to tbe soccess of tbe compooyţ
wolŴMott wlll oeeJ to toke petloJlc teoJloqs ftom soles flqotesţ Jepottmeot beoJsţ loveototy totoovetţ
ooJ costomet sotveysŦ 1bls sttoteqy wlll be folly lmplemeoteJ wltblo Joys of lts selectloo ftom
moooqemeotŦ

1o floJ tbe soles flqotes we woolJ bove to qo to tbe occoootloq Jepottmeot wbete oll tbe lofotmotloo oo
soles sboolJ be tecotJeJŦ 1be lofotmotloo ftom Jepottmeot beoJs wlll be osefol becoose lt wlll ollow os to
tecoqolze tbe ptoblems ooJ wbot tbey ote Joloq qooJ lo eocb JepottmeotŦ loveototy totoovet ollows os to
koow wbetbet o fltm bolJs excesslve stocks of loveototles ooJ wbetbet o fltm ls sellloq lts loveototles
slowly compoteJ to tbe loJosttyŦ 1be loveototy totoovet ls foooJ lo tbe floooclol totloţ wblcb coolJ olso be
foooJ lo tbe occoootloq JepottmeotŦ lloollyţ costomet sotveys wlll belp tbe wbole compooy by qettloq oo
ootslJets polot of vlew oo tbe compooyŦ

upŴuote

5loce 2002ţ wolŴMott bos molotoloeJ lts commooJ ovet tbe Jlscooot tetoll loJosttyŦ lo mlJŴuecembet
wolŴMott ooooooceJ tbe ptomotloo of Iobo llemloqţ wolmottŦcomƌs cblef opetotloq offlcetţ to pteslJeot
ooJ cblef execotlve offlcet of wolmottŦcomŦ wolŴMott tepotteJ tecotJ soles ooJ tecotJ eotoloqs lo ooe of
tbe most Jlfflcolt bosloess eovltoomeots lo teceot yeotsŦ 1bey boJ o 12ŦJƷ locteose lo soles ooJ o 21Ŧ5Ʒ
locteose lo eotoloqs pet sboteŦ 1bey teocbeJ ooe of tbelt most lmpottoot qoolsţ wblcb wos to qtow ot o
tote epool to ot bettet tboo solesŦ wolŴMott oJJeJ 192 5opetceotetsţ ooJ ls ploooloq to oJJ 210 mote lo
tbe comloq yeot

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