Theintegrated communication strategy harmonizes the promotional effortsin the different platforms to increase the sales. Target hascapitalized on its authentic and famous bull`s eye logo that isrecognized by more than 97% of the population(Kotler et al., 2015).Also, the management targets major events and favorite athletes topromote its products. Since the activities attract a large number offans, the company’s presence is felt in the arenas. Target alsofulfills the needs and attitudes of specific clients by using a widerange of promotional platforms. For example, they exploit socialmedia, websites. Radio, televisions, direct mails, and printadvertisements (Kotleret al., 2015).
Differentconsumers use varied sources of information to view the currenttrends(Yeshin, 2012).Therefore, the comprehensive coverage takes care of the needs of awide range of consumers. As a way of attracting clients, Targetmaintains an attractive appearance of its stores including tracklights, low shelves, wide aisles, clean fixtures and signaturepainting. These efforts have been instrumental in attracting andretaining clients and put it on a competitive edge against thecompetitors (Kotleret al., 2015).
Althoughthe strategies have been the source of a sustained market relevance,the company should explore other methods of attracting clients. It isnoted that most of the shoppers are young and affluent(O’Connor, 2014).Therefore, there is a section of the consumers that is not fullycovered by the benefits that the company has to offer. In addition tothe signature brand, the management may consider giving discounts andoffering goods at a lower price to embrace the big population thatcannot be considered as affluent.
Targethas laid out an effective strategy of competing against the mammothWal-Mart. First, the leadership sends emissaries around the world tocheck on the current trends and introduce them ion the Americanmarket (Kotleret al., 2015).Target ensures that it is already selling the contemporary outfitsbefore the rest strategize on introducing them. In addition, thecompany liaises with the world’s top designers. The move ensuresthat it is the first company to receive trending clothing beforeWal-Mart. Away from the business arena, Target creates a desirablebrand image in the society by donating 5% of the profits towardscommunity activities (Kotleret al., 2015).The idea has gained the company a significant number of loyalcustomers, and it is a primary strategy of countering competition.
UnlikeTarget, Wal-Mart enforces prices on consumers. The low valuedproducts have their main source of reduced sales since the consumersperceive them to be of low quality(Casey et al., 2014).Wal-Mart also uses discounts as a promotional strategy to wooclients, unlike Target.
Targetdid not err by capitalizing on value and focusing less on theemerging fashions. The rationale for this is that, even while peopleshop for trends, they still consider value for their money. It isalso worth noting that most of the consumers who shop at Target areyoung and affluent. Therefore, they are likely to be careful withdurability when selecting the products. It is also a viable form ofdifferentiation in the competitive industry. Finally, tweaking tovalue is in line with the company’s slogan of “Pay Less forMore.” The enterprise not only offers varieties from differentparts of the world but also offers quality products that areconsumerate with the cost incurred by the consumers.
Casey,D., Parsons, C. A., & Titman, S. (2014). Urban Vibrancy andCorporate Growth. NBERWorking Paper Series,20350.
Kotler,P., Keller, K. L., Manceau, D., & Hémonnet-Goujot, A. (2015).Marketingmanagement(Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
O’Connor,C. (2014). Target Joins Home Depot, Wal-Mart, Others In CuttingHealth Care For Part-Timers, Citing Obamacare. Forbes,January,22.
Yeshin,T. (2012). Integratedmarketing communications.New York N.Y: Routledge.