Target partners with colleges and universities across the country to promote hands on learning for students in a program that is titled Target Case Study Program.

These Target case studies are designed to expose students to actual challenges that retailers face in the competitive market.

For this challenge, I had the pleasure of leading a team of five into successfully finding solutions to the following Target case study questions:

How can Target best capitalize on the US urban market while maintaining its brand image? What traditional suburban-format product, price, promotion, and presentation strategies need to be adapted to be successful in the urban market?

Objectives:

- Create, distribute, and analyze market research survey data in order to understand differences between urban and suburban markets Identify strategic gaps and opportunities within the urban market and the competitive landscape

- Develop an integrative and comprehensive marketing strategy and mix that will generate market share, sales, and profits

Recommendations:

- Make Target Pharmacy a top priority as part of the retailer's long-term growth strategy.

- Provide new services such as gift wrapping, tech. repairs, and printer cartridge refills as added convenience for guests.

- Expand private brands to help build guest loyalty and create higher profit margins for Target.

Results:

Target has increased its promotions for the pharmacy and its private brands, resulting in a market share increase for its pharmaceutical division and increased sales for its private brands respectively.

As for the competition itself, Target executives awarded our team with 1st place due to the level of creativity, quality of data, professionalism, extent of research & analysis, and overall presentation.

About Target:

Target Corporation was founded in 1902 and is headquartered in Minneapolis, Minnesota. The company operates almost 2,000 general merchandise and food discount stores in 49 states and provides an online shopping service.