An early strategic choice to build a brand around the Target name fostered the company’s steady growth. From the very beginning, George Dayton’s strategy was to position Target as an upscale discount chain at which the prices would be just above the lowest prices. To achieve this upscale image, it offered trendy and stylish goods in an environment that was bright and attractive, unlike other discount stores of the time (HBS Working Knowledge, 2004 para 2).
Once a generic strategy is selected Target will also need to consider how to implement its grand strategy to ensure it correlates with its long term goals. In the following paragraphs it describes how Target has identified its best value, and how it has selected a strategy to ensure the company can achieve its long term goals. Identify the Best Value Discipline Successful companies anchor on to one of the three value disciplines to pursue; operational excellence, product leadership, and customer intimacy (Horwath, 2006
