Sears has been around since the early 1800s, they became a successful company because they gave the customers what they wanted when they wanted it. Target has been around since the late 1900s. They were a successful department store chain. They actually invented the shopping mall! Along came Wal-mart in the 1960s. Target saw them coming and took it seriously. They completely changed their strategy from a high end retailer to a fashion oriented, lower priced retailer. Boom, success. They found a niche and the ability to complete with the Wal-Mart juggernaut. Sears saw both of these competitors coming, and didnt change their change their strategy. They continued to offer the same products in the same stores. Sears didnt change, and cant seem to come up with a strategy that appeals to new customers. Their store are getting older and looking dingy. Customer service is lacking. They are slowly slipping into bankruptcy and death. What made the better choice when it came to strategy?