The Importance Of Target's Positioning Strategy

Since positioning is the way you set yourself apart from the competition, Target seems to have understood the concept of keeping up with the current industry environment. The transformation from “cheap chic” to “fresh for less” to “Target run and done” was an apparent strategy to keep up with the fluctuating economic environment. Target seemed to understand that by adjusting their positioning they would provide a clear brand image for their products. In addition, with the right positioning, Target could “organize entire marketing strategies and initiatives” to effectively reflect their position strategy and clearly define product benefits to their target audience while facilitating product selection throughout their marketing campaign (Gafo, …show more content…
Even today there is a new branding strategy that includes a change in the brands of clothing and home goods as well as Target’s direction towards strong partnerships with online retailers and “opening smaller stores in urban locations to attract younger customers” (How Target and Amazon Are Changing the Rules of Retailing, 2016). This is where the brand logo is especially important when it comes to branding. Here, the combination of repeated logo, younger urban locations, and “cheap chic” geared towards urban dwelling millennials, is yet the most recent step in Target’s ability to recreate marketing boundaries and repositioning based on current environmental …show more content…
By shifting positioning tactics ever so slightly, a company, like Target, can adjust its positioning to match the current socioeconomic climate while maintaining its brand image. Target did just this. Whenever necessary, Target seems to, while struggling, always be on the verge of some new sales model and positioning strategy to match it. In the process, “There have been some signs that the new positioning is working” (Pasquarelli, 2017). While Target has seemed to target the young demographic with it “cheap chic” apparel and home goods, its one main issue, according to some, is that Target is making a mistake by positioning itself as a grocer. Some analysts believe that it is a mistake because, “Target is not a grocery destination. Target is a fashion, apparel destination” (Kessler, 2016). This may be so, however, Target reported a growth in sales and revenue, at 24%, at the end of 2017. This would indicate that whatever Target decides to do, in terms of positioning, they seem to be on the right track in terms of finding the right position for speaking to a select group of the