Case Study Project
The LGBT Guest Situation Analysis
This case presents a scenario with a hypothetical challenge. Approach it as if you
were a Target team member.
were a Target team member.
Diversity means more than just ethnic background or race. The U.S. population is more vibrant and varied in composition than ever before with the makeup of rapidly growing,changing, and most importantly blurring.
According to The Intelligence Group, “This historic shift is reshaping the nation’s long–held notions of multicultural.
Millennials, in particular, are more tolerant of other races, ethnicities, religions, sexual orientations & gender identities compared to older generations.”
Media, brands and businesses targeting and marketing directly to the LGBT Community are helping legitimize the community in broader culture, removing stereotypes and beginning to reflect a new inclusive modern consumer mindset.
Target’s Guest Insights team has found that “Given the choice, consumers today prefer to give their business to companies that share their inclusive values. They are supporting businesses that share their values and turning away from those that don’t.”
It is easy to spot one of these modern consumers at Target: they are making more shopping trips per year, spending more per trip with retailers who support inclusivity, including talking to the LGBT community.
Target’s LGBT guest over–indexes spend in style categories like apparel & home. As a buyer or financial analyst within the Target style business, how would you develop a strategy that stands for style and acknowledges Target’s support for the LGBT community?
Diversity means more than just ethnic background or race. The U.S. population is more vibrant and varied in composition than ever before with the makeup of rapidly growing, changing, and most importantly blurring.
Diversity means more than just ethnic background or race. The U.S. population is more vibrant and varied in composition than ever before with the makeup of rapidly growing, changing, and most importantly blurring.
According to The Intelligence Group, “This historic shift is reshaping the nation’s long–held notions of multicultural. Millennials, in particular, are more tolerant of other races, ethnicities, religions, sexual orientations & gender identities compared to older generations.”