Wal-Mart Stores, Inc. (NYSE: WMT) implemented another phase of its low-price prescription drug program this week, and as usual competitor Target Corp. (NYSE: TGT) followed suit with price reductions of its own. In addition to offering a 30-day supply of many popular generic prescription drugs for $4, Wal-Mart is now offering a 90-day supply for $10. And so is Target.Is Target just trying to keep up, or does it see a benefit in matching drug price cuts by its larger competitor? In response to the price cuts, Target said that it "understands the challenges guests are facing in the current economic environment." It probably planned to make these price cuts as soon as Wal-Mart did and gain the same kind of free PR that comes with such a drastic price reduction in something that millions of Americans now depend on.
But Target does not position itself as the "low price" leader like Wal-Mart does. Its marketing is more upscale, and so is the appearance of its stores -- even while carrying much of the same merchandise. So why is Target matching these prescription drug price cuts? Is it trying to take customers from Wal-Mart? Of course -- the two are fierce competitors even though marketing and merchandise presentation strategies are what I'd consider to be worlds apart. Sometimes, price is everything.
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