14 Aug Assignment 1Read the case âTarget: From âExpect Moreâ to âPay Lessââ
Assignment 1Read the case âTarget: From âExpect Moreâ to âPay Lessââ on pages 103 to 105 of thetextbook and prepare answers to the questions below. Do not answer the questions atthe end of the case in the textbook.Question 1 (20 marks)Identify four actors in the microenvironment that have affected Targetâs performance overthe past few years.Question 2 (10 marks)Describe how economic and cultural factors affected Targetâs marketing strategy during the economic downturn.Question 3 (10 marks)According to its chief financial officer, Target primarily allocates its money to remodellingexisting stores to better accommodate the shifts in inventory. Under such a circumstance,which growth strategies in the product/market expansion grid best describe Targetâsstrategy?Question 4 (20 marks)Name Michael Porterâs four basic competitive positioning strategies. Which one of these bestexplains Targetâs original positioning of âbetter stuff for slightly higher pricesâ in the contextof global recession? Explain.Question 5 (20 marks)Define both competitor-centred and customer-centred. Is Target a competitor-centred and/ora customer-centred company? Explain your response using facts from the case.Question 6 (20 marks)Which one of the five winning value propositions in Figure 8.4 (textbook, p. 270) bestdescribes Targetâs new emphasis on âPay lessâ while keeping the existing tagline, âExpectmore. Pay lessâ? How does this new value proposition differ from the one used before theeconomic downturn? Explain.MKTG396v7Assignment 1January 17, 2014
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