In 2007, Wal-Mart rose to the top position on the Fortune 500 list. A year later, however, the discount megastore found itself facing many challenges. Same-store sales were rising at the lowest pace ever; the company's foray into international markets had produced mixed results; and Wall Street appeared to be losing enthusiasm for the company. To foster continued growth, the company was considering a strategic shift: looking outside the store's traditional customer base to attract more upscale consumers. Wal-Mart's past efforts to move upscale had not been successful. What are the strategic risks and benefits of the company's latest efforts to improve sales?

Case id: 080408
Supplemental Materials: Teaching Note
This case is used in core curriculum