Wal-Mart vs Target: Image Difference and Competitive Responses


Code : COM0098

Year :

Industry : Retailing

Region : USA

Teaching Note: Available

Structured Assignment : Not Available

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Abstract: Although both Wal-Mart and Target started in 1962 as discount retail stores, the companies evolved over the years to project completely different images. While Wal-Mart developed an 'every day prices' image, Target projected an 'upscale image'. However, both the retailers were trying to change their image with Wal-Mart trying to shift towards a more upscale image, while Target trying to project an image of a retailer selling quality products at low prices.

Pedagogical Objectives:

  • To understand the development of Wal-Mart and Target over the years, the difference in image projected by the two companies and the image makeover strategies being adopted by them as a part of their competitive response to each other
  • To discuss whether the image makeover would be beneficial for Wal-Mart and Target.

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    Keywords : Wal-Mart; Target; Image differences; Competitive responses; Competitive Strategies Case Study; Competitive Strategies Case Study; Cost leadership strategy; Low-price strategy; Promotional strategy; Low profile image; Upscale image; Brand perception; Brand building; Idea leadership

    Contents :
    Wal-Mart and Target: Company Profiles
    Wal-Mart vs. Target: Image Differences
    Wal-Mart vs. Target: Competitive Responses

    Case Introduction >>

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