Case Number: 5-110-003, Year Published: 2010
HBS Number: KEL442
Retail, Retailing, Strategy, Marketing Channels, Distribution, Consumer Electronics, Customer Experience, Internet, Digital, Multi-Channel, E-Commerce, Routes-To-Market
Target Corporation is concerned that the company might be left out of one of its most lucrative and attractive product categories, video games and game players, as these products increasingly migrate to digital distribution models. What steps should the company take to maintain its relevance and build sustainable competitive advantage as these trends play out? What are the implications for the company’s multi-channel online and offline format portfolio going forward?
Students will develop a keen understanding of the challenges faced by contemporary retailers as consumer needs change, new product innovations emerge, market structures evolve, and format pressures escalate.
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