Product Launching

Honduras: School Uniform Launch

The mission statement for Wal-Mart in Honduras is “Contribuir a mejorar la calidad de vida de las familias mexicanas.” This translates “We will contribute to improving the quality of life for families in Honduras.” Launching school uniform sales at everyday low prices will bring a major improvement to these families by making secondary education more affordable.

Why Honduras?

Developing countries present tremendous opportunities for Wal-Mart. Hondurans want to improve their standard of living. With 6.25 million potential customers, growing 2.5% annually, and per capita income growing 6% annually, Honduras is responsive to Wal-Mart’s marketing themes. Honduras is part of CAFTA-DR, eliminating excessive tariffs and trade barriers. Hondurans are an uneducated work-force. Wal-Mart’s on-the-job training, using computer-based learning centers in the stores, will provide them with the skills they need to be productive.

Wal-Mart of Mexico and Central America plans to expand throughout Central America. Increasing the market in Honduras is an essential step in this plan. Clothing manufacturers operating in Honduras have become integral to Wal-Mart’s operation in Central America.

Sustainability

Wal-Mart money centers allow Latin workers in the United States to wire money to the stores in their home towns, where their families can access these funds. This flow of revenue allows families to purchase necessities, including school uniforms. 43% of Hondurans are 15 or under. The market for school uniforms will increase as the standard of living increases. Every mother wants her child to finish school. Helping these families achieve this goal will create an enduring relationship between Wal-Mart and the Honduran customer.

By providing uniforms at everyday low prices, Wal-Mart will remove a major barrier to education for lower and middle class Hondurans. A better educated work-force will result in higher per-capita income....