Case Study Project
How should Target Style deliver on the “Expect More. Pay Less.” brand promise for the LGBT Community?
In order to sustain growth, Target must continue to surprise and delight millennial guests.
How should Target Style strategy come to life over the next two years to be more relevant to the LGBT Community? Starting with the framework of the four P’s, provide ideas for how you would approach this challenge as a buyer on a category within Style.
1. Product/ Assortment: How should Target manage thoughtful expansion with products that support the LGBT Community and elevate the brand? What kind of financial investment might this require? What kind of partnerships could this entail?
2. Price: How can Target profitably deliver on “Pay Less” while also creating meaning with the assortment?
3. Promotions: How and where should Target deliver seasonably relevant
promotions? What are the right seasonal moments in the LGBT Community? What are the financial consequences of these promotions? [Suggestion: Look at what other companies are doing in the months of June & October for the LGBT
Community]
4. Place/ Supply Chain: How might Target leverage store locations and broad distribution centers to ensure product availability and to get it to the guest quickly?
How might we leverage engaged store team members? What are the financial impacts of these decisions?
Additional considerations in this challenge include:
• Team Structure: How should buyers and marketing approach decision making on
assortment, pricing and promotions together?
• Marketing: How should Target inform and excite the guest in these style offerings?
• Product Categories: Within either apparel or home, what product categories
should Target prioritize for building a relevant assortment?
• External Competition: What do you believe are the greatest threats to this
strategy? Are there any risks Target should take into consideration?
