Wal-Mart: The Real Identity

1283 Words6 Pages
Wal-Mart’s identity is misperceived because of reasons that many people are unaware of. This misperception successfully masks the retailer’s real identity. These reasons include, misleading advertisement, false claims, biased employment, transitioning from the blue-collar customer target by incorporating an upscale inventory, having a majority of Chinese made inventory, and manipulating customers.

The world's largest retailer is experiencing its worst-ever sales period. Many people today proclaim that Wal-Mart has just lost sight on the main goal, making money. While trying to attract more upscale shoppers, the retailer effectively turned its back on its blue-collar customers. Apparently, Wal-Mart does not care, and is attempting to deceive their usual, everyday customers by incorporating more upscale and pricy items into the inventory of the store (Duke 426).

Wal-Mart’s everyday customers do not want inflation of price to occur due to the infamous “rollback” scheme. At first glance, Wal-Mart's "rollback" pricing scheme seems appealing however, while the strategy drew in some shoppers with lower prices on select items, it was combined with a rise in prices on many other goods. This is severely aggravating for all customers who embraced Wal-Mart for its "everyday" low prices on all merchandise. This is a prime example of how this massive retailer deceives its customers into shopping at Wal-Mart (Lake, Mermin, and Wiefek 10).

The following is an interesting quote from Scott Edwards, a former Wal-Mart executive. This quote is significant because a former vice president of the massive store blatantly admitted to raising prices and alienating the blue-collar customer.

"The whole rollback thing spread like a cancer, and it i...

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...om our country and pouring it into China’s economy (Hicks 24-27).

In conclusion, Wal-Mart’s identity is definitely corrupt and everyone should think twice and analyze the truth behind the retailing behemoth before drawing conclusions about its identity. When Americans realize the real identity of the store, perhaps Wal-Mart will experience even less sales that it is today. It is obvious that the retailing giant is not what meets the eye.

Works Cited

Duke, Mike. "Next Generation Walmart." Vital Speeches of the Day: 425-27. Web. 29 Feb. 2011.

Hicks, Michael J. "What Is the Local Wal-Mart Effect?" Economic Development (2006): 23-31. Web. 28 Feb. 2011.

Jacobs, Ken. "Living Wage Policies and Wal-Mart." Feature Articles: 6-10. Web. 28 Feb. 2011.

Lake, Celinda, David Mermin, and Nancy Wiefek. "Re-branding Wal-Mart." Social Policy: 9-12. Web. 29 Feb. 2011.
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