Title: On Target: How the World's Hottest Retailer Hit a Bulls-Eye
Author: Laura Rowley
Publisher: Wiley 2003
Rating: 4/5 stars
Reading Challenges: Dewey -- 380
How I Got It: Library Loan
In On Target, award-winning business journalist Laura Rowley examines the methods and the success of the company from its shrewd merchandising strategy to its clever marketing campaigns, ingenious branding effort, and extensive philanthropy . An excellent education in how to beat the competition even in a crowded and weak retail market, Target's story details the history and incredible success of a unique company and an enticing, unmistakable brand. Both insightful and entertaining, On Target offers important business lessons for executives and managers in need of a bull's-eye.
I have to admit up front that I absolutely adore Target. And much of what I love is due to Target's very careful approach to retail. I am not naive enough to think that marketing doesn't affect me, it does, but I don't care. I love Target and their products too much to change stores. Rowley lays out the various arms of Target's approach to retail. Target has married the old style department style to Walmart's style of discount. We the consumers get the best of both worlds: cheap prices and stylish quality goods. What more could you want? Thankfully I live less than 1/2 mile from a Target with everything I need (it's not a SuperTarget, but does have a medium sized grocery area). I go to grab kleenex or a loaf of bread and end up browsing through the clothes, season items, and home decor. I love the one stop shopping with style. Target has created the plan for business and dominated their current market. They will keep getting my dollar if the prices and style continue.