Case Detail

Case Summary

Target Corporation: Maintaining Relevance in the 21st Century Gaming Market

Case Number: 5-110-003, Year Published: 2010

HBS Number: KEL442

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Key Concepts

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?

Learning Objectives

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.

Number of Pages: 25

Extended Case Information

Teaching Areas: Management, Marketing, Strategy

Geographic: United States

Industry: Retail

Organization Name: Target Corporation

Organization Department: Corporate and Online Strategy

Organization Size: Large

Decision Maker Position: Male

Decision Maker Gender: CEO,

Year of Case: 2010