Target is seen as a higher class store compared to the other two, and Wal-Mart is seen as a good store with good prices. Kmart has had trouble finding it's own identity. They try to market themselves as being a better bargain than Wal-Mart, but the store is viewed as being "cheap" from the customer's point of view...
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They try to market themselves as being a better bargain than Wal-Mart, but the store is viewed as being "cheap" from the customer's point of view. Kmart tried to fix that, by bringing in the Martha Stewart line. They marketed that as being higher class, because of the famous name associated with it. It seems like Kmart doesn't have it's own niche in the retail business, and they don't know how to market themselves correctly...
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