Harvard Case - How Can Shoppers Market Create an Inclusive Environment for Women of Color?
"How Can Shoppers Market Create an Inclusive Environment for Women of Color?" Harvard business case study is written by Poonam Zantye, Carolyn Yoon. It deals with the challenges in the field of Strategy. The case study is 14 page(s) long and it was first published on : Jul 26, 2022
At Fern Fort University, we recommend Shoppers Market implement a comprehensive strategy to create an inclusive environment for women of color. This strategy should focus on three key pillars: 1) Representation and Empowerment, 2) Cultural Understanding and Sensitivity, and 3) Accessibility and Opportunity. This approach will require a combination of organizational culture change, strategic partnerships, targeted marketing, and employee training and development.
2. Background
Shoppers Market, a large grocery chain in the United States, faces a growing challenge in creating an inclusive environment for women of color. This challenge is rooted in a lack of representation in leadership, a disconnect between the company's values and its actions, and a lack of understanding of the specific needs and preferences of this demographic. The case study highlights the frustration of a group of women of color who feel marginalized and underrepresented within the organization.
The main protagonists of the case study are the group of women of color who are advocating for change, the company's leadership, and the broader community of shoppers and employees.
3. Analysis of the Case Study
To analyze this case, we can utilize a combination of frameworks:
- SWOT Analysis: This helps identify Shoppers Market's strengths, weaknesses, opportunities, and threats.
- Strengths: Strong brand recognition, established supply chain, diverse customer base.
- Weaknesses: Lack of diversity in leadership, limited cultural sensitivity, potential for customer dissatisfaction.
- Opportunities: Growing market of diverse consumers, potential for positive brand image, increased employee engagement.
- Threats: Competition from culturally sensitive retailers, negative publicity from lack of inclusivity, potential for loss of talent.
- Porter's Five Forces: This framework helps assess the competitive landscape:
- Threat of new entrants: Moderate, due to high capital investment and established supply chains.
- Bargaining power of buyers: Moderate, as consumers have choices in grocery stores.
- Bargaining power of suppliers: Moderate, as Shoppers Market has a diverse supply chain.
- Threat of substitute products: Moderate, as consumers have alternatives to grocery stores.
- Competitive rivalry: High, as the grocery industry is fiercely competitive.
- Value Chain Analysis: This helps understand the key activities that create value for Shoppers Market:
- Inbound logistics: Sourcing and procurement of products.
- Operations: Store management, inventory control, and product display.
- Outbound logistics: Delivery and distribution of products.
- Marketing and sales: Advertising, promotions, and customer service.
- Service: Customer support and loyalty programs.
4. Recommendations
Shoppers Market should implement the following recommendations to create an inclusive environment for women of color:
1) Representation and Empowerment:
- Increase diversity in leadership: Implement a targeted recruitment strategy to attract and retain women of color in leadership positions.
- Create mentorship and sponsorship programs: Provide opportunities for women of color to develop their skills and advance within the organization.
- Establish employee resource groups (ERGs): Support ERGs focused on women of color to foster a sense of community and provide a platform for their voices.
2) Cultural Understanding and Sensitivity:
- Conduct cultural sensitivity training: Educate all employees on the importance of diversity and inclusion, and provide training on cultural nuances and sensitivities.
- Partner with community organizations: Collaborate with organizations serving women of color to gain insights into their needs and preferences.
- Develop culturally relevant marketing campaigns: Create marketing materials that resonate with women of color and reflect their values.
3) Accessibility and Opportunity:
- Offer language support: Provide translation services and multilingual signage to make shopping easier for diverse customers.
- Expand product offerings: Include a wider range of products that cater to the dietary and cultural preferences of women of color.
- Create accessible store layouts: Ensure stores are designed with accessibility in mind, including wider aisles and easy-to-reach shelves.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Shoppers Market's core competencies lie in its strong brand recognition, established supply chain, and diverse customer base. This strategy aligns with its mission of providing quality products and services to all customers.
- External customers and internal clients: This strategy directly addresses the concerns of women of color, both as customers and employees. It aims to create a more welcoming and inclusive environment for everyone.
- Competitors: This strategy positions Shoppers Market as a leader in diversity and inclusion, differentiating it from competitors who may not be as focused on this area.
- Attractiveness - quantitative measures: While quantifying the impact of inclusivity is challenging, it can lead to increased customer loyalty, improved employee retention, and enhanced brand reputation, ultimately contributing to financial success.
6. Conclusion
By implementing these recommendations, Shoppers Market can create a more inclusive environment for women of color. This will not only benefit the company by attracting and retaining diverse talent and customers, but also contribute to a more equitable and just society.
7. Discussion
Other alternatives not selected include:
- Ignoring the issue: This would exacerbate existing problems and damage the company's reputation.
- Implementing superficial changes: This would not address the root causes of the problem and could be perceived as disingenuous.
Key risks and assumptions:
- Resistance to change: Some employees may resist changes to the organizational culture.
- Cost of implementation: Implementing these recommendations will require investment in training, marketing, and other initiatives.
- Lack of commitment from leadership: Success requires strong leadership commitment to diversity and inclusion.
8. Next Steps
- Form a task force: Create a cross-functional team to develop and implement the strategy.
- Conduct a pilot program: Test the recommendations in a limited number of stores before rolling them out company-wide.
- Measure progress: Track key metrics to assess the effectiveness of the strategy.
- Communicate results: Share progress and success stories with employees and customers.
By taking these steps, Shoppers Market can create a more inclusive environment for women of color, fostering a sense of belonging and contributing to a more equitable and just society.
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Case Description
Third Place Winner; 2022 DEI Global Case Writing Competition. Ashima Patel, senior vice president and chief diversity, equity, and inclusion (DEI) officer at Shoppers Market, a global retailer, has made progress but needs to do more, especially regarding decreasing representation of women of color in the company. In the aftermath of the murder of George Floyd and effects of the ongoing COVID-19 pandemic, Shoppers Market, like other companies across corporate America, has been called upon to show that it is advancing racial equity with how it hires, promotes, and does business. While Shoppers Market had established a diversity office in 2007, the company wanted to redouble its commitment to DEI and hired Patel in October 2020 to lead the charge. With Patel's leadership, the company made significant strides in DEI and released its first-ever mid-year DEI report in September 2021. However, Shoppers Market was facing a challenge that most of corporate America was grappling with: a lack of improvement in representation for women of color. Though women of color represented about one in four U.S. employees at Shoppers Market in mid-year 2021, they made up just 4.3% of people at the officer level-people with president or vice president in their titles. Despite an increase in hiring, the representation of women of color at Shoppers Market had declined by 8% overall, and by 33% in leadership positions, over the last five years. This declining representation was a growing cause for concern for the CEO, James Spyers. He had committed to showing sustained improvement in representation for women of color in leadership positions by 2025 and was due to present a solid plan to the board of directors by the end of 2021. Patel and her team knew they needed to quickly understand and address the underlying causes. This case provides insights into a key aspect of DEI: intersectionality and its implications for the corporate world. Students will explore the challenges facing women of
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