Walmart vs. Target

3767 words 16 pages

Prepared for
Professor Devon Bazata
Business and Professional Writing

Prepared by
Kathryn Haines

Fall 1, 2012


Many discount retailers have come and gone over the years, but Wal-Mart and more recently Target, have employed business models that continually deliver profits, even in the struggling economy of the United states in recent years. Wal-Mart and Target both have expanded rapidly since their inception and while Wal-Mart has become an international retailer with stores in fifteen countries and all over the United States while Target has
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Wal-Mart focuses on price while Target's focus is quality which explains their differing customer base. Each retailer has found their own niche in the same market and has taken advantage of marketing, advertising and communication styles which fit that niche.

WAL-MART vs. TARGET: Communication Styles

Becoming leading BIG BOX discount retailers did not happen by accident. Each company has taken advantage of marketing and advertising to build communication styles which work for customers and employees alike. Through the use of websites, they have tried to broaden their reach to customers. Although their advertising, press releases and community outreach may be different, both companies try to reach as many people as possible and portray themselves as the best company to buy from and work for.


Wal-Mart is a leader in the discount retail industry but that success does not necessarily translate to online supremacy. Wal-Mart began its venture into online sales twenty-one years ago but still struggles. The website is attractive and fairly easy to navigate but searching is difficult because the parameters are too broad. Online pricing can be different than in store also and according to Joann Martinez, an employee of five years, that can cause customer service issues.

According to comScore Media Metrix analysts; is distinctly back of the pack in terms of total online sales, ranking only 170th most visited


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