Company Case Target from “Expect More” to “Pay Less” Essay

949 Words Oct 1st, 2011 4 Pages
One of the largest and successful retailers in the United States is Target. There have been many microenvironmental factors that have affected this company’s performance over the past few years. The microenvironment are the actors close to the company that affect its ability to serve its customers such as the company itself, suppliers, marketing intermediaries, customer markets, competitors and publics (Kotler and Armstrong, p.66) The company itself definitely played role in affecting its performance over the past few years. Target wanted to be perceived as a discount retail store but also carry top designer materials (Kotler and Armstrong, p.94). The marketing plans for the company affected its sales and compared to the retail giant …show more content…
For this reason, Target has turned to value marketing. The company’s marketers are looking for ways to offer today’s more financially cautious buyers a greater value (Kotler and Armstrong, p 78). Target then came up with the slogan of “Expect More. Pay Less”.
I do believe that Target focusing on the “Pay less” part of its slogan they have pursued its best strategy. Today, shoppers are looking for great deals but also products that are of good value. I believe consumers knew that target had quality products but did not believe they were getting a good deal, I know that is exactly what I thought. By focusing on the “Pay Less” portion of the slogan, and portraying the low prices in its commercials and advertising, consumers began to see what low prices the company really had to offer.
Target knew that with all of its performance issues they had to refocus their marketing strategy.
They had reassured customers that they would not compromise the “expect more” part of its brand and changed their in-store marketing and although their “Pay Less’ strategy was aggressive; their financials were slow to respond (Kotler and Armstrong, p. 94). An alternative strategy that they might have followed in responding to the first signs of declining revenues and profits could have been to create a marketing control. This would allow them to evaluate the results of marketing strategies and

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