Wal-Mart is at a crossroads. Its positioning as the world's largest, low-cost retail leader undermines higher operating costs and slow sales growth. The solution, according to President and CEO Lee Scott to get the middle class of consumers who shop at the store for selectively grocery and personal care "to cross the corridor" for higher-margin fashion goods. But attempts to Wal-Mart at the entrance Cheap Chic-fashion category is dominated by competitors such as the purpose and H & M-have been undermined by the strategic decision to focus on the performance and lack of understanding of the nuances of branding.
This study Thunderbird Case. "Hide
on Lauranne Buchanan Source: Thunderbird School of Global Management 5 pages. Publication Date: January 17, 2007. Prod. #: TB0091-PDF-ENG
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