Target Stores' Differentiation Strategies
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR164 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges
ThemesGrowth Strategy |
Differentiation
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| Case Length |
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15 Pages |
| Period |
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1962 - 2005 |
| Organization |
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Target Stores |
| Pub Date |
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2005 |
| Teaching Note |
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Available |
| Countries
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USA |
| Industry |
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Retail
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Abstract:
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The first Target Store was opened in 1962 by the Dayton Company. Though there
were other discount chains in the US at that point of time, many of them do not
exist today. Target was able to adapt itself to the changing environment and by
2002, it was the second largest discount retailer in the US. The case examines
the entry of Target into the discount retailing sector and its growth path.
It looks at how Target differentiated itself from other discount retailers. The
case also elaborates on the merchandising, advertising, and branding efforts of
Target, which helped to create a unique image for it in the minds of the
customers and to maintain a steady increase in revenues through the years.
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Issues:
» How a new entrant can differentiate itself from existing players in the
discount retailing industry.
» The role of branding in successful positioning in the discount retailing
industry.
» How pricing is not the only way to compete successfully in the discount
retailing industry.
» How a company can continue to differentiate itself as it grows and maintain
its unique image in the eyes of the customers.
» The role of merchandizing in the success of a retail store.
Contents:
Keywords:
Target Corporation, Wal-Mart, Differentiation strategy,
Discount stores, Merchandising, Upscale discount chain, Positioning,
Advertising, Promotions, e-Trade, Target.com, Retail industry, Branding,
Marketing campaigns, Dayton Hudson Corporation, Retailers Case, Target Store, Largest Discount Retailer, Discount Retailers Case, Minneapolis-St paul, Iowa, Colorado, Department Stores, Computerized Distribution System, National Brands
Target the Upscale Discounter
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