CEO's Letter: A Content Analysis

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CEO’s Letter
A content Analysis -Shivendra Sirohi

A company’s Chief Executive Officer (CEO); is the company’s highest ranking corporate officer. CEO’s letter to the shareholders and associates are used enormously in the decision making process by investors. In a way it provides working and the ideology of a company. However, according to the facts, these CEO letters are not audited and don’t face any regulations. This enables CEO’s to use these letters accordingly to manage the views shareholders have for the respective company. By doing this the CEO market their company and try seek positive attention from its Shareholders, associates and the consumers too. This paper analyzes and compares the CEO letter between two major competitive companies .The CEO letters are taken from Wal-Mart Stores, Inc. and Target from year 2011. After Wal- Mart, Target is the second largest discount retailer in USA and Wal-Mart’s biggest competitor in USA. The table below provides a comparison on similar grounds for both Wal-Mart and Target. The data is collected from the CEO’s annual letter to its shareholders from the year 2011. Wal-Mart, Inc.| Target|

Sales were $419 billion| Sales reached a new high of $68.5 billion| EPS $4.18 (12% increase)| EPS new record high.|
New market format – WalMart Express| New market format –CityTarget Stores| 458 new international units| 400 additional stores|
Social Cause : Global Responsibility Program| Social Cause : School library makeover program| 2.1 million associates| 365,000 team members|

Target’s CEO letter begins with a sub heading that says “Target turns 50 this year”. This is a big achievement for a company and gives the company a good brand name and brand image and effects the impressions of shareholders in a great extent. The company name; Wal-Mart and Target...
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