As the purchasing power of Asian Americans increases, Asian American guests pose a great opportunity for Target to grow its market share. Although Target has established a good reputation among existing customers, Target lacks the ability to attract more Asian American guests due to its limited product lines for Asian Americans and less brand awareness among Asian communities. The following proposal identifies three recommendations Target should utilize to increase Target’s appeal to Asian American guests and strengthen Target’s brand awareness among Asian communities. These recommendations include the following.
Expand Product Lines and Services for Asian American guests Even though Target carries several products targeting Asian American guests, it has no strength in attracting Asian American guests compared to other retailors. We have developed three proposed improvements to increase Target’s appeal to Asian American guests: 1. Add diversity to Target’s existing Asian food section: Although Target has several brands of rice and ramen noodle for Asian American guests, Target should provide larger size packages of rice and more Asian brands of rice and noodle to provide Asian American guests with more options.
We also recommend the addition of fresh oriental vegetables, tea, and tea-flavored products to its grocery line. 2. Incorporate high-end and mid-priced Asian cosmetic products: Asian Americans have different skin types compared to Caucasians, Hispanics, and African Americans. Therefore, we recommend the addition of popular Asian cosmetic products including Shiseido, SK-II, and Yu-Be to its beauty section. 3. Provide more customized services for Asian American shoppers: After diversifying current product lines, Target should also provide more customized services for Asian American guests.
"Everything you know about the Littleton killings is wrong. But the truth may be scarier than the myths" (Cullen 1999, p. 1). This is the title of an article that claims that "what was reported last spring about the motives and methods of killers Eric Harris and Dylan Klebold was untrue" (Cullen 1999, p. 1). The question that arises from this claim, is how can that be so? How can the "most ...
We recommend that Target add unit conversion labels in metric units for fresh groceries to make Asian American guests’ shopping experiences more convenient. Moreover, Target should hire beauty concierge specialists to better promote its Asian cosmetic products. Marketing Strategies on Digital Content Media and Cultural Events Asian Americans have drastically different cultural backgrounds and lifestyles. We recommend two additions to Target’s current marketing strategy.
1. Sponsor Asian cultural events: To increase brand awareness among Asian communities, Target should provide certain supplies for important Asian cultural events and offer festival products at discounted prices for these events. 2. Use digital content media to promote its products to Asian American shoppers: We recommend that Target start advertisement campaign on Asian language media and Asian Americans’ favorite websites to further promote Target among Asian Americans.
Provide Target Ambassador Scholarship for Asian American Students Although Target has been a generous corporate philanthropist with respect to funding education, Target lacks a scholarship program dedicated to Asian American students. Therefore we recommend that Target partner with Asian & Pacific Islander American Scholarship Fund (APIASF) to provide Target Ambassador Scholarship for talented Asian American students.
This new scholarship program will further increase Target’s affinity with Asian Americans and help Target attract more competent Asian team members. All the recommendations we propose are supported by our research studies. We believe that Target will become more diverse with respect to product lines, services, and team members through the integration of our recommendations. Target will be able to not only grow its market share by obtaining more Asian American customers, but also diversify internally by attracting more talented Asian team members.
forum sponsored by local business leaders. Soskin presented similar reports last week on NASCAR events, Bike Week and Biketoberfest. The visitors attending the reunion spend $101 million at area businesses, Soskin said. That far outstrips the $32 million the area would get from tourists during a nonevent spring weekend. Reason Number 2 Sponsorship of BCR is an excellent way to expand your image ...