Case Detail

Case Summary

Target Stores: Strategic Brand Alliance Exercise

Case Number: 5-407-750, Year Published: 2007

HBS Number: KEL314

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Authors: Alice Tybout

Key Concepts

Brand Positioning, Strategic Alliances, Retail Marketing, Co-Branding


This exercise asks students to develop criteria that Target Stores should use in evaluating strategic brand alliances to support its positioning as a store where you can “Expect More. Pay Less.” Students are then charged with proposing a new strategic partner for Target that meets the criteria they identify. Background information about the Target “guest” and past strategic alliance is provided.

Learning Objective: The case is designed to help students appreciate how brand positioning both guides and is affected by a firm’s strategic partners.

Number of Pages: 4

Extended Case Information

Teaching Areas: Marketing

Geographic: United States

Industry: Discount Mass Merchandising

Organization Name: Target Stores

Organization Size: Large

Year of Case: 2007