Marketing Strategy Of Wal Mart

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Executive Summary Target Corporation is the second largest retailer in the United States, behind Wal-Mart. Target is involved in selling a variety of general merchandise and food products. Its main strategy involves a low cost and differentiation approach, which sets it apart from its competitors. Target’s products it offers also sets it apart from its competitors due to its high quality. Target has relationships with top designers, such as Mossimo, which allows it to provide more innovative and trendy products to keep up with the changing demands of consumers. Target is also able to achieve their quality through its relationship with its suppliers. This relationship and Target’s size allow it to achieve economies of scale to provide low prices. Wal-Mart, on the other hand, offers lower quality products at low prices. Wal-Mart solely focuses on a low cost strategy. Wal-Mart however has a global advantage. Wal-Mart operates in twenty-six different countries with over 6,100 stores internationally. Wal-Mart also has 4,540 U.S. stores compared to 1,795 Target stores in the United States. Target also only operates in the United States. In 2013, Target attempted to expand into Canada, but failed, having to sell its stores and relocate domestically. Their domestic presence, however, can be seen as an opportunity for Target to expand globally, especially into markets such as China and India. If they expanded, it would allow them to squeeze out some of Wal-Mart’s market share and

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