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Case 10: Home Depot Implements Stakeholder Orientation

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Home improvement has become a common staple in many people’s lives. Many people don’t go a day without thinking up projects that they need to do around the house. Home Depot’s main mission they strive to achieve is that they strive to achieve is social responsibility and brand strength, along with putting their customers before their product and profit. To show this, they have their mission statement as: Our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices. When Bernie Marcus and Arthur Blank opened the first Home Depot store in Atlanta in 1979, they envisioned huge warehouse-style stores stocked with an extensive selection of products offered at the lowest prices. Home improvement do-it-yourselfers and building contractors can browse among 40,000 different products ranging from carpeting, lumber, paint, tools and landscaping options. If you can’t find what you need within those 40,000 products, Home Depot offers 250,000 products that can be special ordered. Some stores are open 24 hours a day, but customers can also order products online. Additionally, the company offers free home improvement clinics to teach customers how to tackle everyday projects like tiling a bathroom. If you prefer not to “do it yourself”, most stores offer installation services. Currently, Home Depot employs more than 300,000 people and operates over 2,250 Home Depot stores in the United States, along with 6 other countries. The company is the largest home-improvement retailer in the world, with over $74 billion in revenues. When Chief Marketing Officer John Costello arrived in 2002, Home Depot’s reputation was faltering. He believed that “Above all else, a brand is a promise. It says here’s what you can expect if you do business with us. Our mission is to empower our customers to achieve the home or condo of their

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