Home Depots Hits Targets

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Consumers in today’s market are growing increasingly more aware of the need for companies to be socially responsible in order for consumers to show support through loyal business. Baby Boomers, The Silent Generation, Generation Y and Generation X cultures have embraced the megatrend of environmental and social consciousness of organizations, despite their many different generational characteristics (Kotler & Ketler, 2012). Home Depot has become more than just the orange home improvement store by continuing to effectively integrate multiple marketing strategies into its business plan. Home Depot targets a variety of consumers, helping gain a wide customer base to support the company even through economic swings (Home Depot, 2012). By focusing on all of the macro-environmental factors, Home Depot is now known as a company that helps all Americans create a personal sanctuary in their homes, regardless of their income (Home Depot, 2012). Home Depot focuses on the demographic macro-environmental factor by effectively reaching all generations: from the Baby Boomers (born between 1946 and 1964) and The Silent Generation (born between 1925 and 1945) to Generation X (born between 1964 and 1978) and Generation Y (born between 1979 and 1994) by making home improvement seem approachable, affordable, and fun (Kotler & Ketler, 2012). Both the Silent Generation and the Baby Boomers have been grouped into a target market labeled “undesirable” by many organizations due to their age (Kotler & Ketler, 2012). Home Depot realized this overlooked market and capitalized on it by employing people in both older generations, making older consumers more comfortable asking for assistance when they need it. By not aggressively marketing to any partic... ... middle of paper ... ...mer base. Home Depot, as an organization, makes it evident that based on their success, the organization’s marketing strategy marks the shift that today’s consumers respond best to. Consumers no longer purchase products, they support organization they can realte to or they feel proud to support. Home Depot is an excellent example of the type of marketing campaigns that gains the highest return by its focus on branding the company as an organization with a heart, wanting to create a happy home for every type of American. References Ferrell, O., Fraedrich, J., & Ferrell, L. (2011). Business ethics: Ethical decision making and cases: 8th ed. Mason, OH: South-Western Cengage Learning. Kotler, P., Keller, K. (2012). Marketing management. Upper Saddle River, NJ: Prentice Hall. Home Depot. (2012). The home depot values. Retrieved from: http://www.homedepot.com/

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