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HI5004
MARKETING MANAGEMENT 
FINAL ASSESSMENT
TRIMESTER 1, 2022
Assessment Weight: 50 total marks
Instructions:
● All questions must be answered by using the answer boxes provided in this 
paper.
● Completed answers must be submitted to Blackboard by the published due date 
and time.
Please ensure you follow the submission instructions at the end of this paper.
Purpose:
HI5004 Final Assessment T1 2022
This assessment consists of 2 Parts and is designed to assess your level of knowledge of the
key topics covered in this unit. Lecture materials and resources used during your studies at
Holmes Institute should be sufficient to guide your answers BUT if you consult any external
resources be sure to cite correctly and list as references at the end of each question, using
Holmes adapted-Harvard style.
HI5004 Final Assessment T1 2022
PART 1: CASE STUDY (30 
MARKS)
Case study about Target is provided below. Students are required to read the case, watch the
video in the link provided and answer the following questions. No more than 200 words for each
question. 
Case study: Designer collections, plastic carts, and that bright red color: How Target gets
you to spend money.
Earlier this year, Target became the seventh-largest retailer by sales in the U.S. It had a whopping
$78.1 billion in revenue in 2019, and despite difficulties presented by the coronavirus pandemic,
profits rose more than 80% year over year in the fiscal second quarter of 2020 with record online
business.
Since its debut in Roseville, Minnesota, in 1962, Target has grown to 1,880 stores across all 50
states and now has a devoted fanbase who lovingly refer to the brand as “Tarjay.” 
How does Target  keep its  shoppers  hooked? The retail  giant  has  revolutionised the shopping
experience. From the width of the aisles to the placement of dollar bins, everything is carefully
designed to entice customers.
“Expect More. Pay Less” has been Target’s slogan since the mid-’90s. One of the key ways the
company  breeds  loyalty  and  excitement  is  with  its  popular  private  labels  and  designer
collaborations. 
Target began working with high-end designers like Isaac Mizrahi and Vera Wang in 1999, and its
popular private clothing lines A New Day and Cat & Jack now account for $1 billion and $2
billion in annual sales, respectively.
“They have one of the best private-label strategies of any retailer in the United States,” says Bob
HI5004 Final Assessment T1 2022
Hoyler, senior analyst at Euromonitor International. “They’re the envy of even Amazon when it
comes to their private-label strategy in apparel.” 
Neuroscientist and marketing expert Terry Wu says the anticipation of these lines can even create
a physiological response, giving customers a dopamine rush.
“That surge of dopamine actually drives us to go back to Target, to buy again and again,” Wu
says. “This is how they build loyalty.”
And once you’re in the store, strategic design elements keep you engaged. From the dollar bin
right at the front, which one frequent shopper calls “dessert” because she says “there’s always
something I never knew that I needed,” to lightweight plastic shopping carts that are easier to push
around than metal ones, and its signature red and white color palette, making it look bright and
clean and easier to spot employees.
“Target has been able to elevate what’s at the end of the day, just a general merchandise, big-box
retailer,” says CNBC.com consumer and retail reporter Melissa Repko.
Required:
STEP 1:  Watch this video link:
https://www.cnbc.com/2020/09/22/hooked-how-target-gets-you-to-spend-money.html
STEP 2:  Using the information provided in the video and the case study, answer the following
questions: 
1. Who is Target’s target customer and what is the price strategy of Target? (5 marks)
ANSWER 1):  ** ** Answer box will enlarge as you type 
Women, children, teenagers, young adults without families, and families with children are some
of the customer demographics targeted. Customers are often well-educated households from the
middle class and above who have busy and interesting lives (HI5004, LECTURE).
Gregg Steinhafel, CEO of Target, appears to have adopted this pricing strategy. Early in 2012,
Target urged a portion of its suppliers to explore the "penny higher" pricing strategy, which would
HI5004 Final Assessment T1 2022
eliminate numerous price discounts. Target was required to pay the same prices as online shops.
Target's  January  price-matching  initiative  includes  Amazon.com,  Walmart.com,  BestBuy.com,
and Toysrus.com among the online retailers with which it will compare prices. It is anticipated
that Target will report its financial results for the first fiscal quarter of 2016 before the end of
May. Annual sales grew by 5.1% to $72 billion, up from $68.5 billion in 2013. The comparable
retail sales grew by 2.7%.
2. What are the product strategies of Target? Use the information from the video to discuss
the design collaboration of Target (10 marks)
ANSWER 2):
The marketing strategy of Target Corporation places an emphasis on the characteristics that are
shared by the company's ideal consumer. The purpose of the business is to fulfil the requirements
of the target market by distributing competitively priced, high-quality goods. There are now more
customers as a direct result of the growing reputation of the company and the positive comments
received from existing ones.
Stoney Clover Lane, a well-known accessories brand, has joined forces with Target once again for
a fresh designer collaboration at the retailer  (HI5004,  LECTURE). The summer collection from
Target  and  Stoney  Clover  Lane  will  consist  of  around  300  different  items  that  have  been
customised.  The  limited-edition  release  will  be  made  available  at  Target  on  April  2nd.  The
collection  will  include,  amongst  other  things,  ready-to-wear  garments,  swimwear,  travel
accessories, essentials in the realm of cosmetics, and products for the great outdoors. There is a
size range for clothing and swimwear that goes from XXS all the way up to 4X. The costs range
from two dollars to one hundred and sixty dollars, with the majority of the things costing less than
twenty dollars.
Stoney Clover Lane is a company that was founded by two sisters, Kendall and Libby Glazer,
with the intention of simplifying the process of day-to-day organisation by providing a variety of
travel accessories that are customised and interchangeable. Because personalization is such an
integral part of the company's operations, it was also crucial to the process of developing this new
partnership. Individual patches and design kits will be a part of the collection, giving buyers the
opportunity to fully customise their acquisitions so that they are an accurate reflection of their
individual preferences.
HI5004 Final Assessment T1 2022
3. What is the brand positioning of Target? Use the information from the video to discuss
the private label of Target. (10 marks)
ANSWER 3):
A good example of  focused marketing is  the  process  of  positioning a  brand,  which includes
attracting clients for the advertiser's advertised goods. There are several factors that go into the
decision to target a specific market, such as the characteristics of potential buyers who would be
interested in the product. These clients'  preferences and requirements are also gathered by the
company's researchers. The process of building a link between a company's products or services
and the company itself in the minds of consumers via the use of advertisements and other types of
communication is called "brand positioning." One must make sure that the positioning of a brand
meets the demands, wants and requirements of their target market when doing so.
Because of its wide range of items, the company has a younger average consumer age of 41 than
its competitors, which can be linked to the fact that it sells everything from clothing (for both men
and women) to pet supplies to electronics to home goods to pharmacy and footwear. About 80%
of Target  consumers are men,  whereas 43% are women with children and an average annual
household income of $58,000. Target's products are well-known for being both reasonably priced
and  of  high  quality  (HI5004,  LECTURE).  Wealthy  families  and  young  professionals  are  the
brand's  most  frequent  customers,  and  they  prefer  to  do  their  shopping  in  brick-and-mortar
establishments. One way that Payless stands out from its competitors is by offering high-quality
products at low rates under the slogan "Payless, Expect More." Advertisements for the brand seem
to  reflect  this  positioning,  suggesting  that  customers  don't  need  to  pay  a  premium price  for
lucrative, well-designed products. Customers in Alabama, Mississippi, Georgia, Texas, Louisiana,
Oklahoma, and South Carolina will be able to drive up to a Target store and have their items
delivered to their vehicle within two hours of placing their orders through the Target app. Target
recently increased the availability of this service. This service is now provided by 270 companies,
giving them an advantage over their rivals.
270 Target  shops already offer  Drive Up services  to  their  customers,  utilising the company's
extensive  retail  network  of  1,829 locations  as  of  April  2018  alone.  We can  clearly  see  this
ambition for competitiveness in the company's recent announcement to improve distribution and
fulfilment services. The cause of Ship, a startup focused on internet delivery, was acquired by
Target  for  $550  million  in  December  2017,  making  apparent  the  company's  commitment  to
delivery services. This plan will allow Target to preserve its position as a competitive participant
HI5004 Final Assessment T1 2022
in the ever-increasingly crowded market for grocery delivery by delivering products to customers
within hours of their online purchase.
4. Target encourages customers to buy more when they are in their store. Discuss which
strategies Target uses to impact consumer behaviour (5 marks)
ANSWER 4):  
Customers choose Target over Walmart because of its superior floor plan, clean surroundings and
shopping  carts,  as  well  as  its  well-lit  and  well-marked  lanes.  Customers  also  choose  Target
because of its lower prices. The store-centric fulfilling mechanism utilised by the retailer has been
a  significant  factor  in  the  quick  growth  experienced  by  the  company.  Same-day  delivery
experienced a growth of 278 percent during the first three months of the year 2020 as a direct
result of Target's store-centric fulfilling strategy. This growth occurred during the first quarter of
the year. Over ninety percent of online orders were rapidly fulfilled in-store, demonstrating that
Target's  dedication to the satisfaction,  satisfaction,  and overall  experience of its  consumers is
paying off (HI5004, LECTURE). This can be demonstrated by the fact that over ninety percent of
online orders were fulfilled in-store.
PART 2: SHORT ANSWER QUESTIONS (20 
MARKS)
Question 1 (10 marks)
Some marketers believe that online stores will replace traditional stores in the near future. Other
marketers have opposite opinions, believing traditional stores will still maintain the same position.
In what ways and to what extent do you think that non-store retailing poses a threat to
conventional retailers? Use examples to support your discussion. 
Answer the question in 300 words and use at least 2 references to support your answer. 
ANSWER:  
HI5004 Final Assessment T1 2022
As worldwide e-commerce profits surge, out-of-store sales will soon surpass in-store sales. The
worldwide market's recovery and reopening following the epidemic have contributed significantly
to this expansion. As a result of containment measures, remote working, social alienation, and
limited economic activity coupled with operational concerns, businesses are evolving. Customers
should have a great buying experience, and firms should integrate strategy for physical storefronts
with online shopping. Vending machines use gamification technologies to encourage consumer
interaction.  Product-customer  interactions  improve  the customer  experience and reduce return
rates.  The growing application of advanced analytics and artificial  intelligence is  another key
trend. The non-store retail model creates a large amount of fresh data for merchants. To manage
all  of  this  data,  the  shop  must  utilise  a  single  platform with  a  single-truth  format.  Another
prevalent practise is contacting clients at their chosen venues. SMS and social media are examples
of  digital  tools  that  can  facilitate  the  rapid  formation  of  social  relationships.  In  spite  of  the
COVID-19 problem, the report forecasts that the global market for eCommerce and other non-
store merchants would grow at a CAGR of 13.5% to $5.1 trillion by 2026. The survey predicts
that eCommerce would grow at a CAGR of 14.6% over the following five years, reaching $5,1
trillion by the conclusion of the term. Due to the pandemic and resulting economic crisis, the
Direct Selling Establishments segment's CAGR for the next seven years has been cut from 7.3%
to 7.3%. This category represents 13.1% of the global market for eCommerce and Other Non-
Store Retailers at now. After the outbreak, companies centred their efforts on strengthening the
online shopping experiences of their customers. In recent years, the global e-commerce industry
has  expanded  substantially  due  in  part  to  greater  Internet  speed  and  bandwidth,  as  well  as
increased smartphone usage for online shopping and banking (HI5004, LECTURE). In 2021, the
US market is projected to reach $979.2 billion, while the Chinese market is projected to reach
$740.4 billion. The sector of vending machine operators is projected to be valued $113,8 billion
by 2026.
Question 2 (10
marks)
20 years ago, Al Ries and Laura Ries indicated that it has long been a trade secret advertising
doesn't really sell - and that PR has more intrinsic credibility.  In 2002, they introduced the Book
called “The Fall of Advertising and the Rise of PR”. 
HI5004 Final Assessment T1 2022
In what ways and to what extent do you think Public Relations can replace Advertising?
Answer your question in 300 words and use at least 2 references to support your discussion.
ANSWER:  
The cost of placing an advertisement in a newspaper, magazine, or on television is quite high.
When it comes to advertising, spending as little as possible will lead to less impressions. When
people are able to receive the same information from the same news sources they already use,
advertising does not convince them to move to different news sources. Because of this, the news
coverage handled by their public relations company will generate a return on investment (ROI)
that may be higher than that generated by advertising. Keeping abreast of what's happening in the
world  today  typically  requires  consulting  either  television  or  newspapers.  People  are  either
indifferent to advertising or even repulsed by it since they are aware that it is a form of marketing
that is intended to sell them something. When compared to the similar information that is offered
in an advertisement, a news item that is published as a result of a press release or pitch is more
likely to be trusted and to elicit a response. The only participant in the conversation that takes
place during advertising is the advertiser. The fundamental objective of advertising is to elicit a
one-time response from a potential customer; nevertheless, advertising does not begin a longer-
term discourse that could end in a business partnership (HI5004, LECTURE).
Businesses that communicate with their customers on social media platforms like Facebook and
Twitter can build stronger relationships with those customers and present their business in a more
approachable light to consumers.
END OF FINAL ASSESSMENT
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HI5004 
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HI5004 Final Assessment T1 2022
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HI5004 Final Assessment T1 2022