Alliances and Corporate

No strategy is absolute, of course: Wal-Mart carries some organic produce, in response to consumer demand, but to find a wider variety of healthy cereals made with organic grains or gluten-free breads, rather than the cheapest price of Cheerios or whole grain Coco-Puffs, a consumer must go to the pricier Whole Foods that caters to his or her unique needs rather than Wal-Mart.

Balancing the need for differentiation and low cost can be a challenge, but Target has been able to achieve this delicate balance. Target is a low-cost department store that stocks a wide variety of products, but it also contains a number of higher-end makeup and clothing lines only found at the department chain.

It offers a unique, brightly-colored and cheerful brand image with some cache of luxury, and even wealthier consumers who might blanch and entering Wal-Mart will happily patronize Target. Middle and lower income individuals can still afford Target, however, in contrast to the highly specialized Whole Foods.

Works Cited

Harley, Guy. (2004). “Corporate-Level Strategy.” Week 5. Retrieved 30 Aug 2008 at


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