Wal-Mart vs Target: Image Difference and Competitive Responses



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Code : COM0098

Year :
2005

Industry : Retailing

Region : USA

Teaching Note: Available

Structured Assignment : Not Available

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Introduction:Although both Wal-Mart and Target started as discount stores in 1962, over the years the companies had evolved to project two different images.

While Wal-Mart developed an 'everyday prices' image, Target projected an 'upscale image'.

However, both the retailers were trying to change their image with Wal-Mart trying to shift towards amore upscale image, while Target trying to project an image of a retailer selling quality products at low prices.

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