Target's International Business Strategy Case Study

Target is one of America’s leading retailers. Strong private brand strategy and recognition for strong ethics have held target upon a pedestal within the retail sphere. Although, no matter how large a company is, none are perfect. Target while having great success also has some shortcoming and open opportunities still be to taken advantage of such as the global market. One strategy that has brought Target success has been its private label strategy. By generating their own brands Target reduces the cost of the goods and offer a product option likely to be cheaper and at competitive quality to more well-known national brands. The Target brand “up&up” umbrellas over 800 products offering savings across a wide variety of categories at an average of 30%. Private brands are

Target is partnered with several national groups to further this initiative such as the National Minority Supplier Development Council, Women’s Business Enterprise national Council, National Gay and Lesbian Chamber of Commerce, and many more. Target’s partnerships with these groups enable them to locate suppliers of many different sociocultural backgrounds and bring diversity into their stores. Including diverse suppliers shows an understanding of the importance to assimilating to a market area rather than being a domineering competitor in a given location and ignoring its societal surroundings. While Target has been successful without one, they could benefit from a having a figurehead. Have a figurehead would separate Target from other corporate retailers like Walmart. In conjunction to having good ethical practices having a symbolic figure could further capitalize on good will equity by allowing the market to place their acclamations on something that represents the brand. This could in turn also make the retailer more relatable and create a connection with