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Case Title:

Retailing: The 'Target' Way

Publication Year : 2004

Authors: Devangana Sisodia, Sumit Kumar Chaudhuri

Industry: Retailing

Region:USA

Case Code: SDN0004

Teaching Note: Available

Structured Assignment: Available

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Abstract:
For the 2003 fiscal year, Target Corporation's revenues of $48 billion were more than the combined sales of Coke and Pepsi Co. and almost double that of Kmart's. Often referred to as 'Tar-zhay', it became synonymous with high-end designer products at decent prices from designers like Isaac Mizrahi, Mossimo Giannulli, Cynthia Rowley and architect Michael Graves. Target's image of being an upscale discounter, embodying cheap chic has helped it flourish in an industry dominated by Wal-Mart.

Pedagogical Objectives:

  • To discuss the positioning strategies of Target stores
  • To discuss how it has built up its brand in the world of discount retailing.

Keywords : Target, Tar-zhay, Upscale discounter, Positioning strategy, Discount retailing, Marketing Strategies Case Study, Building brands, Michael Graves, Isaac Mizrahi, Trendy advertising, Wal-Mart, Dayton's department store, Discounter, Bull's Eye logo, Retail industry

Contents:

  • Targeting the Bull's Eye
  • Differentiating Growth Strategies
  • Can it Stay Hip and Cheap?

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