Scenario 1-4
At Target, a global discount retailer, sales are around $65 billion a year and rising.In addition, the company employs more than 360,000 people worldwide.Target stores carry just about every major brand imaginable.In addition, Target carries a number of its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the brand labels appears on different products throughout the store-for example, The Archer Farms label appears on the retailer's highest quality foods. The Market Pantry label appears on food items as well, however these items are often sold at a significantly lower price. The Up and Up label is on a large range of products ranging from paper products to household cleaning supplies.
-(Scenario 1-4) In one city, Walmart, a competing retail outlet, opens a store across the street from Target and a battle for business ensues. To distinguish their stores from one another, both retailers create a series of new commercials to help promote their brand. Target's commercials stress the fast, fun and friendly service it provides all of its guests, and uses several celebrity endorsements. Meanwhile,Walmart runs three different commercials that stress the point that it has very low prices. This is an example of

Question

Quizplus · Accepted Answer

This is an example of external positioning, as both retailers are attempting to position themselves in the minds of consumers relative to their competitor. They are using advertising to differentiate themselves from one another and appeal to different customer needs and preferences.

Scenario 1-4 At Target, a Global Discount Retailer, Sales Are Around $65