New York Times: Is Wal-Mart Too Cheap for Its Own Good?
Low prices, it turns out, can be bad for business. A confidential report prepared for senior executives at Wal-Mart Stores concludes, in stark terms, that the chain’s traditional strengths — its reputation for discounts, its all-in-one shopping format and its enormous selection — “work against us” as it tries to move upscale.
Washington Post: Wal-Mart report questioned strengths: report
Wal-Mart is not seen as "a smart choice" in categories like electronics, apparel, home decor, pharmacy and grocery, where "saving money and time are not the be-all, end-all drivers," the report said.
New York Times: Ad Agency: Wal - Mart Lacking Respect
GSD&M had handled Wal-Mart's advertising for 19 years until the retailer hired a new group during the winter. For its 55-page document, ''Wal-Mart: Positioning Report,'' GSD&M conducted in-home interviews with 24 groups of consumers and 20 individuals nationwide and took some of them shopping.