Walmart Stores Inc.'s first wave of price rollbacks doesn't look overly threatening to traditional grocers Kroger and Safeway's Tom Thumb, according to a price analysis in Dallas and Chicago by Morgan Stanley & Co.
The world's largest retailer said last week that it's cutting prices on 10,000 items in stages. Morgan Stanley examined whether Wal-Mart's "bark is worse than its bite."
In Dallas, everyday pricing by Wal-Mart, Kroger and Tom Thumb on 50 common grocery items such as milk, fruits and vegetables remained steady with past price checks, with Wal-Mart's prices 14 percent to 16 percent lower, the firm concluded.
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