The Trend
The trend that will affect the most with regards to having a positive effect on Target Corporation is the fact that in the UAE markets ‘cash is no longer the king.’ Being in the retail market sector the primary target is to be the preferred shopping destination in a highly competitive UAE market.
In a new market, it is imperative that Target Corporation scan the environment for the feasibility of their operations success and most important will be the acceptability as a retail unit in the eyes of the potential consumers.
The UAE market is full of competition, and it is imperative that besides leveraging on the brand name in the US and great customer service culture, the trend has to be promoted as a way to make it convenient for the consumers to shop from Target.
As stated in the case study many consumers in the UAE are still unconvinced with regards to online shopping thus, Target has to promote their online system of payment as both secure and convenient for the consumers.
It is vital that they are able to create a connection in terms of credibility of the claim. However, the implication will still be positive as the online payment mode is on the rise in UAE.
Recommendation
As a marketing consultant, based on the trends Target Corporation will be well served with the expectations of consumers in terms of luxury products and services meaning they have the disposable income to shop which is good for Target and thus focus on luxury items and their promotion is essential in the UAE market to be a success (Target Corporation Mission & Values, 2014).
Expatriates are well aware of Target as an organization and thus the target market is already set in the UAE market and for US nationals as reported is a little slice of life which cam come in any form and Target can focus on this aspect to create an international niche in terms of retail shopping in the UAE market.
With respect to affordable health care for all, Target has a portfolio of health products which go with the Dubai Health Authority ambitious plans in terms of providing affordable and international level health care to make UAE a medical tourist destination (Target Corporation Health, 2014).
With respect to the Target’s focus on budget shopping for its primary customers, the spend or safe aspect, in essence will help relate the brand to the consumers who are concerned in terms of spending in an intelligent manner and saving money as is the company’s motto of expect more and pay less.
And, finally in terms of online shopping Target Corporation must focus on promoting Target REDcard, both credit and debit card could be sold to consumers to utilize when shopping at Target and this way will help the residents with a cheaper and credible option to shop (Target Corporation REDcard, 2014).
References
Target Corporation (2014). Mission and Values. Retrieved from https://corporate.target.com/about/mission-values
Target Corporation (2014). Health. Retrieved from http://www.target.com/c/health/-/N-5xu1n#?lnk=gnav_health_12_0
Target Corporation (2014). REDcard. Retrieved from http://www.target.com/redcard/main#?lnk=gnav_redcard
