Target Project Connecting with Multicultural Shoppers

Connecting with Multicultural Shoppers |

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MGT 491-02 |

As time has progressed it has become common knowledge that in order for a business to be successful it must adapt to the world becoming smaller through globalization. The United States has always been known as ‘The Melting Pot’ because of our various cultures. We are now seeing the cultures we considered minorities gaining ground and starting to change the make-up of our country. The Population Reference Bureau is quoted saying, “The United States is getting bigger, older, and more diverse.” The United States is getting bigger due to the increase of births, decrease of deaths, and increased net immigration. The United States is getting older because the median age of the population is increasing. The United States is getting more diverse due to the increased immigration and the trends in the changing ethnic composition. The Population Reference Bureau is absolutely right because there are still an increasing number of people who believe in the ‘American Dream’. We noticed that many of the cases followed a reoccurring theme of ways to utilize globalization to their benefit, so we chose the Target case ‘Connecting with Multicultural Shoppers’. We differentiated three reachable separate segments of multicultural shoppers for Target to identify with. The three segments that are growing frequently that we chose are Hispanics, Asians and African Americans. We chose these segments for the fact that they are growing at a more frequent rate than other segments and for the fact that they have distinctive patterns that are reachable for Target. For each segment we determined what trends they are following, how much value they put on different types of products, what the most effective means of promotion and presentation are, and other various key elements. While defining these distinctive characteristics for each segment we had to also keep in mind the five areas that the Merchandising team wants to remain...