The Comparison Wal Mart And Goal Corporation

The two companies our team thought we would research are Aim for and Wal-Mart. We chose both of these companies because they’re prosperous companies where most Americans shop regularly. Despite having this economy, these find the x intercept calculator companies find strategic ways to get customers to buy merchandise. While these two companies have variations, they have similarities in their communication and marketing styles.

Wal-Mart was founded in 1962 by Sam Walton. Walton’s envisioned target when he opened up his earliest store was to save people money to help them live a better life. The first of all Wal-Mart store was opened up in Rogers, Arkansas. It is now the greatest grocery retailer in america. There are over 8,800 Wal-Mart stores found in 15 countries. There are 2.1 million employees worldwide. In 1983, the first Sam’s Club warehouse was opened up. The primary supercenter opened in 1988. A decade later, Wal-Mart introduced the neighborhood market. The initial stores are now referred to as discount shops. The headquarters and distribution center are located in Bentonville, Arkansas. In 2010 2010, Wal-Mart’s sales totaled $405 billion (« Wal-Mart, » 2011).

Target was founded in 1902 in Minneapolis, Minnesota by George Dayton. It had been referred to as the Dayton Dry Items Company. The first Target store was opened sixty years soon after in Roseville. Target is the second major discount retailer in the usa. Its headquarters is situated on Nicollet Mall in Minneapolis. There exists a Target or Super Aim for in every state except Vermont. Target Greatland is a general merchandise superstore that does not carry a full-line of grocery goods. There are 1,743 stores throughout the USA. There are approximately 351,000 employees. This year, Target announced they will be expanding and establishing businesses in Canada. By 2013, they hope to be operating up to 150 shops throughout Canada. This year 2010, Target’s income was above $65 billion (« Target, » 2011).

Both stores have expanded and merchandise can be purchased over the internet. It makes shopping quick, easy, and hassle-free. Customers no more need to wait in lines to get the items they want. Both Goal and Wal-Mart revealed relevant increases in their annual report this past year. For the fiscal year of 2010, Wal-Mart’s total annual report shows rises in sales. The net sales were up $405 billion, which can be an increase of an increase of 1 percent from 2009 (« Wal-Mart Annual Report, » 2011). Target’s total earnings increased .6 percent. This was an increase of $65 million. Target’s earning increased 12.4 percent during the fiscal year. This was a rise of $2.4 million (« Target Annual Report, » 2011).

Wal-Mart and Concentrate on both own websites that are easy to navigate for possible customers. Wal-Mart’s website is definitely and Target’s site is Each store includes a search bar that makes finding exactly what you need easier. You can also navigate through the websites by departments. You can even see clearance products and sales items on web sites. The images of the items are spectacular, so the customer can see precisely what they are ordering. You can have the items shipped to the neighborhood store or your house.

Corporate structure Wal-Mart Now as part of your my father built Wal-Mart for this period.

Rob Walton files/IROL/11/112761/Bill_Simon-roundededge.jpg Costs Simon, President and CEO, Wal-Mart US

« This season has been one of innovation and positive transformation for Wal-Mart US. From our scheduling system, improvements to inventory supervision and our new retailer management structure, we’ve delivered significant results to our business. Our shop remodels and merchandise clarity have allowed our consumers to live better in a very difficult market Sam Walton trained us that we must never get set in our techniques, to innovate and modification; we always search for methods to run our organization better so we are able to continue steadily to offer our buyers lower rates » (B Simon, EVP & COO Wal-Mart US).

Senior Leadership Team

Raul Vazquez -EVP and President of Wal-Mart West

Rosalind Brewer – Wal-Mart South EVP and President

Hank Mullany – EVP and President of Wal-Mart North

Eric Zorn – President of Wal-Mart Realty

Johnnie Dobbs -Executive Vice President of Logistics

Corporate structure Target

Target can be an upscale discounter that provides high-quality, on-trend products at attractive prices in tidy, spacious and guest-friendly stores. In addition, Target operates an internet business, « At Target, diversity is much greater than a goal or plan. It’s a core value we integrate into all areas of our organization – from our suppliers, to our teams, to the looking experience in our retailers. We foster an inclusive culture which allows our high-performing and various team to operate a vehicle innovation ». By Gregg Steinhafel Chairman, President and Chief Executive Officer

Gregg Steinhafel

Gregg Steinhafel

Executive Officers

Timothy R. Baer -EVP, Standard Counsel and Corporate Secretary

Michael R. Francis -EVP and Chief Marketing Officer

John D. Griffith -EVP, Property Development

Beth M. Jacob -EVP, Target Technology Offerings and Chief Information Officer

Jodeen A good. Kozlak -EVP, Human Resources

Douglas A. Scovanner -EVP and Chief Financial Officer

Terrence J. Scully -President, Target Financial Services

Gregg W. Steinhafel -Chairman, President and LEADER Officer

Tina M. Schiel -EVP, Stores

Kathryn A good. Tesija -EVP, Merchandising

Laysha L. Ward -President, Community Relations and Aim for Foundation

Mission, Vision & Values

The missions of both of these companies give attention to making sure the client is satisfied by saving money when shopping within their store. Targets objective is to make Target the favored shopping destination for his or her guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less. ® brand guarantee (« Target », 2011). Saving persons money to help them live better can be Wal- Mart’s objective. Saving people money so they can live better is at the heart of everything Wal-Mart does indeed that is Wal-Mart mission to the community every day, simply put, helping people live better is more than something to do (« Wal-Mart, 2011). Both businesses give attention to providing reasonable charges for their buyers. Wal-Mart and Target benefit their clients and work hard to keep to keep their customers satisfied.

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Americans are trying to be more patriotic because the tragedy of September 11. They are trying to buy more items that are created in America. Most the people shop at America’s two top rated retail stores, Wal-Mart and Concentrate on. While Target sells additional American made goods than Wal-Mart, locating the items can be frustrating and high-priced. American made items retail for more than items from additional countries. Fifteen percent of Wal-Mart’s goods are produced in America and over twenty percent of Target’s are. Wal-Mart is the single major importer of foreign goods. Eighty percent of Wal-Mart’s suppliers are located in China with over 70 % of the things sold made generally there. The large numbers of merchandise being imported to large sellers could signify losses of jobs in the us by destroying manufacturing jobs that manufacture American made items (« America’s Union Movement, » 2011).

With Wal-Mart having 8,500 stores in 15 countries, it isn’t surprising they have more employees than Target. In ’09 2009, Wal-Mart employed 2.1 people worldwide. The majority of the employees are full-time. Normal pay for a full-time employee is $10.78 each hour (« Wal-Mart, » 2011). Goal has fewer stores and employees than Wal-Mart. By 2009, Target just had 2009 staff located only in the usa. They had strategies to expand their business to Canada. Their full-time worker wages are less than the common at Wal-Mart. The average employee makes $8.50 per hour (« Target, » 2011).

Both Wal-Mart and Concentrate on offer benefits and payment to employees. Wal-Mart’s benefits ap art history include medical, dental, 401k matching, and training. Medical insurance program has incentives to greatly help employees quit smoking and providing 100% policy on preventative care. They also have implemented a program for pregnant mothers that offer support before, during, and after pregnancy. There is usually free, confidential counseling available to all employees 24/7. Other rewards offered include company-paid life insurance coverage, dependent life insurance coverage, accidental loss of life and dismemberment insurance, significant illness and automobile accident insurance, short-term and long-term disability insurance, business travel car accident insurance, and an associate eyewear program. Staff are likewise covered under illness coverage, where they are given paid sick time faraway from work. There are also many financial benefits for workers working at Wal-Mart. The business matches contributions to 401k up to 6 percent. Associates are allowed to purchase stock within the company. A discount cards is directed at new employees that provide a 10% price cut off regularly priced basic merchandise. Wal-Mart pays workers for holidays, holiday, personal time, bereavement, and jury duty (« Wal-Mart Shops, » 2011). Target’s associates obtain 10% off their purchases at the retailer. Target offers a tuition reimbursement method for team members attempting to continue their education. Focus on has implemented an adoption program that provides up to $5,000 for adoption fees. In addition they partner with many numerous financial institutions trying to help their workers get loans to acquire homes. Associates are also offered discounted rates for daycare. Teeth and medical insurance is offered, along with pharmaceutical savings. There is also confidential, free counseling provided 24/7 to employees. Other benefits offered by Aim for include 401k contributions, paid vacation days, personal holiday seasons, disability and life insurance coverage options, and wellness solutions («, » 2011).

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Being involved and providing back to the community is important. Each firm owes their success to their customers. Without their customers neither company can survive. Wal-Mart and Focus on takes great pride in giving back to the city by supporting everyday factors behind their customers. Wal-Mart gives support to over 100,000 charitable and community organizations. Wal-Mart has set in place a program called The Wal-Mart Foundation. This foundation targets improving the lives of individuals locally. This foundation gives support in education, workforce development/economic possibilities, environmental sustainability, and health and wellness. Wal-Mart also targets hunger comfort. Wal-Mart and the Wal-Mart Base made a $2 billion determination through 2015 to hunger relief initiatives in the U.S. as a way to support the record 1 in 6 Us citizens who do not know where their next meal is coming from (« Wal-Mart stores », 2011). Most of Wal-Mart’s giving is performed locally. Wal-Mart does indeed this so they can help to enhance the lives of the local residents. In fiscal yr 2009, Wal-Mart and its foundation gave more than $378 million income and in-kind gift ideas to U.S. nonprofit agencies (« Wal-Mart », 2011). The basic needs such as for example hunger, homelessness, education, job training are some of Wal-Mart main focuses. Goal also provides

support to the community through their foundation. THE MARK Foundation delivers support to education, arts, safe family members and communities, and staff member involvement. Since 1946, Target has contributed 5 percent of their twelve-monthly income to support families and communities, and today Target remain among very few firms that maintain this degree of sustained giving(« Target », 2011). Today that equals a lot more than $3 million every week to support education, the arts, interpersonal services and volunteerism (« Focus on », 2011). Network giving and support have already been a part of the Target legacy prior to they officially opened up their doors they work with organizations big and small in their areas of focus to greatly help them obtain a profound and long lasting impact within their communities(« Concentrate on », 2011). Giving back again to community is a priority of both Wal-Mart and Concentrate on.

Major Accomplishments In 2005 the Start Something Character Education Method started by Aim for and the PADRAIG HARRINGTON Foundation, surpassed the three million tag (‘Target », 2011). Target rated 14th out of 119 companies on Business Week’s Best Areas to Launch a Profession survey (‘Target », 2011). Focus on was the top-ranked store on the list, accompanied by Macy’s (rated #56), Walgreen’s (ranked #79), Kohl’s (ranked #94), Abercrombie & Fitch (ranked #98) and Sears (rated #110), respectively(‘Target », 2011).

2009 named Target one of the « Best Spots to Work for New Grads » (‘Target », 2011). The next calendar year, 2010 J.D. Electricity and Associates ranked Concentrate on the best in overall customer support for mass merchandisers for the 4th yr in a row regarding to its National Pharmacy Research(‘Target », 2011). In 2002 Wal-Mart was Forbes magazine acknowledged us as one of the most philanthropic companies in America (« Wal-Mart stores », 2011). The same 12 months Wal-Mart received The Ron Brown Award for Corporate Leadership, a presidential award that recognizes companies for outstanding accomplishment in employee and community relations (« Wal-Mart stores », 2011).

In 2009 The National Urban League honored Wal-Mart with the 2009 2009 Corporate Leadership Award during the organization’s 53rd gross annual Equal Opportunity Evening Awards Evening meal (« Wal-Mart stores », 2011). In 2010 2010 Wal-Mart was named Donor of the year by Feeding America for featuring money, and vehicles, and more than 100-million pounds of food (« Wal-Mart stores », 2011).

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Both Wal-Mart and Concentrate on concentrate on a unique style of strategic advertising. Looking at the overall goals and adjustments of both stores we as the buyer know and understand that they are trying to reach their client base. The individualized manner in which each goes about their tactic is quite interesting in characteristics. Wal-Mart targets the lower and middle class buyers. Their forward online marketing strategy is attractive to the customer’s wallets and concentrating directly on expense and affordability. Wal-Mart possesses committed to a particular pricing scheme that can be used in their online marketing strategy that allows customers to think savings. Using numbers in their pricing such as for example eighty-eight cents and ninety-six cents, allows buyers to visualize savings. This is one of Wal-Mart’s ways of appeal to the lower income customers. Another online marketing strategy that Wal-Mart uses is normally through their suppliers. Wal-Mart won’t use anybody vendor a lot more than four percent of their total product sales. This is to market to their customers’ range and competition, thus keeping the prices low for lower and middle income customers. Wal-Mart continues to think affordability.

Target alternatively appeals to affluent, middle and low income customers. Their strategy is commonly a bit more edgy in nature. Target wants name recognition a lot more than pricing. Gregg Steinhafel the company’s CEO has got pushed in the company’s marketing strategy that pricing is not the main focus. They believe the way to cater to their consumers is to supply a shopping experience that seems to classy and above the normal low cost competitors; all the while providing regular household items that consumers need on a daily basis. This online marketing strategy allows for Target to be able to offer brand name items in the retailers for consumers, such as, Lancôme, LEI, Vanity Fair, and several other items. Another strategy Target uses is you see, the décor of the retail store and the design of the merchandise. Target focuses on appealing to consumer’s eyes by putting vivid colors throughout the store, including merchandise wanted to purchase. Placing oversized design and pop art through the entire shop, they are attracting the client using sight.

Both companies have put lots of effort within their marketing strategies, making certain they attract their customers and continue to keep them revisiting their places. Both take pride in exploration and developing the online marketing strategy which has carried and allowed their firms to succeed.

Communication style Wal-MartC:\Users\mylene01\AppData\Local\Microsoft\House windows\Temporary Internet Files\Articles.IE5\8YS67MK6\MC910216408[1].png

C:\Users\mylene01\Downloads\Wal-Mart.jpgWal-Mart considers that -« Using the proper media for developing marketing plans is important- the right communication channels often means reaching your marketplace or wasting lots of money ». Wal-Mart believes that the idea they have got as a « self-service Kiosk » gives with their customer’s better companies and support, making of the store an improved competitor against Target Company. Wal-Mart primarily channels of connection are television, immediate mail, radio, and net. Wal-Mart uses the kiosk to provide access to the customers about their products on stock or out-of-stock, the sales, and store products. Which means company considers this assistance as the moderate of communication to inform their customers about their service. Among their ways to market their product or service is through tv. Transmitting their advertisements during peak time & most watched shows is part of their business approaches. Wal-Mart is a successful company for a long time because of their marketing strategies communication. A few of their mass mediums are, mail service, internet, and telephone telemarketing, assisting them in the identification of their « target markets ». Their well-known weekly shopper is available in hard backup and through the internet. This medium also helps the company to communicate services and new kiosk offerings with their consumers.

C:\Users\mylene01\Downloads\Wal-Mart 2.jpg Finally, they consider the self-service kiosk been the main and most successful as they continue developing their marketing strategies. This new service may necessitate additional education on the part of the consumer. Wal-Mart has the capacity to develop this service and inform new customers by integrating the information through television, internet, and radio marketing.

Communication style TargetC:\Users\mylene01\AppData\Local\Microsoft\Home windows\Temporary Internet Files\Content material.IE5\8YS67MK6\MC910216408[1].png

The exterior of the Target discount department retail store. « An early on strategic choice to create a brand around the mark name fostered the business’s steady growth. Gerald Storch, Target’s vice chairman, explained that the company had faced three strategic choices to tackle the improved competition in the retail industry: « to specialize, to be the low-cost producer, or even to differentiate itself ( ». However this choice would have thwarted future growth, as Wal-Mart was by now a low-cost producer, therefore Target decided to reposition itself as a mass merchandiser of reasonably priced stylish products. Interesting to say that, despite Target’s determination to match Wal-Mart’s prices on equivalent items, Target was nonetheless regarded as weaker on every day and advertised prices, aswell as on range of goods. Obviously, that did not hold Target back again and instead made a decision to create a very attractive clientele. Compared with other discounters, Target’s customers known as « guests, » more affluent, youthful friends, and better educated. Their successful is that Target’s brand is associated with younger, hipper, edgier, and more pleasurable image than Wal-Mart. Even their brand pronunciation can be in French, « Tar-zhay, » to imply its stylish sensibility. Focus on has achieved its status, using its successful branding actions. Target’s business target was to produce a substitute to Wal-Mart’s selling price leadership. It was well planned and executed by utilizing upscale discounting, an elegant concept, quality and value to contend with others. The idea of « cheap-chic » was making use of designer’s partnerships, eye-catching advertisements and creativeness, enabling Target to become major brand and buyer shopping destination.

« Wal-Mart spends 0.3 percent of its revenue on advertising. Concentrate on spends 2.3 percent. Through more than half a dozen agencies it regularly comes up with impressive ad campaigns one strategy for a discount store » (

Target – bullseye Through steady marketing and communication, Concentrate on has changed its signature bull’s-eye logo into an everyday life symbol. This original bull’s-eye logo is recognized by 96 percent of American consumers and thought to be a trademark icon in a category. During twelve-months Target ran a national marketing campaign in unusual areas in 1997some of the advertisements had been on the Sunday journals of the brand new York Times, LA Instances, and Chicago Tribune, amongst others. Advertisements were seen on surfaces of buildings in NY and in means of transportation from Miami to Philadelphia. Using unconventional marketing programs to reinforce its message, Target has also engaged in « dimensional promoting ». Their success demonstrates the importance of unique communication in reaching long-enduring differentiation on anything other than cost. Target continues to be a mass merchandiser, retaining basics such as low prices, broad variety, and shopping convenience. It isn’t a posture brand, but, through its promise to create and pioneering marketing communications, it has managed to take ample gain from Wal-Mart when it comes to image and brand, building a huge loyal and appealing segment of the American people and growing an exceptionally profitable business.


Our purpose is to determine a evaluation between two of the largest retail stores in the US, Wal-Mart and Target. Although both businesses are oriented to save lots of money with their shoppers, it is clear they are competing against each other for leadership. Both retail stores have unique logistics and communication models. There is absolutely no doubt that Wal-Mart’s marketing strategies are around food and low prices, while Target targets style and vogue. The « self program kiosk » has granted Wal-Mart an excellent advantage over Target in conditions of introducing their customers with services and great services at low rates. To the contrary Focus on has concentrated almost all their business marketing approaches and efforts in the idea of « cheap-chic », demonstrating their opponents that they are a mass merchandiser that has a broad variety of merchandise captivating a different human population segment. Both websites will be simple to navigate. Also, their gross annual reports, pr announcements and advertisements data are written using ordinary language. The techniques used to keep a business positive image is certainly notorious. While one enterprise builds and structured their interaction persuasion in low-prices each day, the additional continues to catch the attention of the segment that searches for a far more stylish and chic products.

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