Target: On-Target Marketing for the Essay

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Some of the items showcased included a discounted Xbox, dinnerware, and new sofas, as well as toys for Christmas like Zhu pets.

Many of Target's most highly-promoted items in its weekly circular, however, are related to electronics, such its two-for-one game sales, and its deals on the iPod shuffle and digital cameras. Although the bright red target logo is prominently displayed, the ads seem diffuse and only contribute to an overall, specific marketing strategy of low pricing. The stress upon "awesome low toy pricing" and "bright home ideas on a budget" does not necessarily underline Target's image as a unique 'experience' or 'exclusive' as well as affordable retailer.

Although it might be observed that everyone enjoys a bargain, there is already another retailer that advertises itself as offering the 'lowest prices' all of the time in the form of Wal-Mart. Target can rarely offer lower prices than Wal-Mart, so stressing pricing alone in its current marketing campaign does not maximize Target's brand-specific marketing value. The absence of catchy slogans and images which built the Target empire further dilutes the marketing brand power.

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To increase its market share, Target should capitalize upon its assets, like its friendly store layout and its 'friendly' policies -- it offers more environmentally safe products than its competitors and does not stock toy guns or real firearms (Target SWOT, MBA Tutorials, 2009). It should promote its in-store, exclusive products rather than the prices of items that can be found at other retailers. And at its Super Targets, it can also promote the purveying of healthy fruits and vegetables, as well as processed foods, to compete with Wal-Mart's promotion of organic produce. At Target, given its other policies such pro-organic promotions are more likely to find a receptive audience in its slightly greener, more upscale consumer.

Reference

Target corporation SWOT analysis. MBA Tutorials. 2009. November 3, 2010.

http://www.mba-tutorials.com/marketing/280-target-corporation-SWOT-analysis.html

Target weekly advertisement. November 3, 2010.

http://weeklyad.target.com/target/default.aspx?action=entryflash&flash=y&adref=beta.....

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