MARK20100 Chapter 14: Case Study
Document Summary
Case 14: target: describe targets" marketing communication strategy. Target markets itself as a high fashion brand, but with affordable prices. It emphasizes its trendy styles and higher quality merchandise than competitors such as walmart or kmart. Target competes with walmart by emphasizing its higher quality products. Walmart is seen as lower end than target, but target still charges affordable prices. The risk associated with target"s marketing communication mix is that they highly emphasize their higher quality products. People may see this as a scam to get people to pay a higher price for products that could be obtained for cheaper at walmart.
