How To Beat A Larger Competitor (You don't have to be the leader to lead.)

Once again Target is taking on the giant and winning.

The leader (Wal-Mart) is now becoming the follower. The NY Times today posted a story announcing Walmart.com is now hawking luxury goods:

"Walmart.com has broken through its own glass ceiling, selling high-priced platinum and diamond jewelry, cashmere sweaters and other goods designed to appeal more to the Tiffany crowd than to the bargain hunters who browse the company's terrestrial stores."

Target is winning the battle over the affluent shopper with their "cheap chic" strategy. And now the giant must compete on Target's playing field and adopt a me-too strategy. But this is unfamiliar ground for Wal-Mart (and their customers). Well designed products at a good price is Target's biggest strength.

Witness the power of creating your own playing field and forcing your competitors to play by your rules. (Rules that give you the advantage).

As I stated in my earlier post about creating your own playing field and changing the rules by which you and your competitor play... it's a lot easier to win when you change the rules in your favor.

Comments

[Evan Johnson]

Great insight! I read your earlier post about this topic as well. It's given me a new perspective on approaching my competitors.