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Wal-Mart Tries to Recapture Mr. Sam's Winning Formula
Keywords:
Tags: Current Focus, Retail,
Wal-Mart is expected to announce the sixth quarter of declining same store sales in the U.S. By raising prices on some items and reducing prices on others Wal-Mart moved away from Wal-Mart founder Sam Walton's pledge to provide the best prices. Walton built Wal-Mart by promising to transfer much of the benefits of Wal-Mart's sourcing of lower priced goods to customers. The "high-low" technique in pricing is just the opposite of the everyday best price of Sam Walton. In recent years Wal-Mart has lost its touch with its core customer base by trying to attract upscale customers with trendy products and organic foods. The core customers have always been the U.S. households making less than $70,000 a year. This made up 68% of its business. Now this business is under assault by discounting chains and dollar stores. To reduce clutter in its stores, Wal-mart reduced the amount of goods carried from different suppliers, alienating some suppliers. Ironically the new pricing strategies and store design to reduce sprawl came from John Fleming, a former Target executive who became Wal-Mart's chief merchandising officer. Management changes led to Mr Fleming's departure.
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