1. Stephanie Eckart, Kenson Chu, Weian Wang, Cindy Hsu
ing: Sustainability
Stephanie Eckart, Kenson Chu, Weian Wang, Cindy Hsu

2. S.W.O.T.: pre plan STRENGTHS Brand image Market share Brand recall
Innovative marketing methods
Strong distribution channels
High customer level
Shopping environment
Giving back
WEAKNESS
Prices are higher than competitors
Continual litigation
Employees are not part of labor union
OPPORTUNITIES
Global expansion
Being more sustainable
Following societal trends
Cutting costs
Increase market share
Creating a labor union for employees
THREATS
Competition in the market
Increased taxes
National Economy Situation
Cindy

3. Proposal Create a 5- Step Program Show Teach Recycle Introduce
Steph
Private Label

4. Step 1: Show
Dedicated to showing customers preexisting sustainable items.
Is done by denoting sustainable items on the shelf by having the shelf price tags being a brown or green color.
Database of Sustainable merchandise.
Steph

5. Step 2: Teach
Continues to teach customers by showing them how making small changes can have a large impact.
The tips and tricks can be taught to consumers in a few ways:
1. Workshops can show customers how to make small changes.
2. A board of easy tips to being more sustainable can be posted in the Target store.
3. A looped video can show customers other ways to make sustainable changes more fashionable.
4. Tips can be published in weekly circular
Steph

6. Social Media
Create and maintain FaceBook page, twitter account dedicated to showing consumers “green” merchandise and tips to live more sustainably.
These various social media pages can be Bay area focused and each store can rotate managing and updating them.
Steph

7. Step 3: Recycle
Creating and expanding recycling program to help customers learn how to dispose of the items they purchase.
This is also the beginning of offering more sustainable items in the beauty department, by offering online only items, this would allow Target to try out new sustainable items cost efficiently since it would not require all stores to carry the items, and would also cut down on distribution costs.
Kenson

8. Step 4: Introduce Introduction of new sustainable items.
Through the Go Green: Beauty collection, Target can work with high end and emerging cosmetic and beauty brands using sustainable and recycled materials and offer them in Target stores for limited periods of time.
These brands can vary depending on time of year, trends, and emphasis.
Kenson

9. Step 5: Private Label
Convert Target’s private label “Up and Up” merchandise to be sustainable and/or recycled. This can start by introducing beauty line including hair, skin, and cosmetics.
Steph

10. Positioning “go-to” place for mass-produced sustainable products
A small change can have a large impact
Weian

11. Budget
Step 1: recycled/eco friendly paper that is used to exchange the shelf tag, research and development of a sustainable database.
Step 2: maintenance of the social media websites. printing and researching.
Step 3: sourcing a container to house cosmetic container donations
Step 4/5: require the most time and financial commitments.
Go Green campaign: contracts with high cosmetic brands , production, and marketing
Converting the Up and Up label: sourcing, production, packaging, transportation and marketing costs
Kenson
To implement the suggested plan, financial operating costs are important to estimate to meet the marketing action plans and goals.
Overall we suggest using various mediums to reach customers on many levels; this includes internet marketing, direct marketing, in store services, and social media.

12. Timeline In the first year: Database/ Shelf labels Tips to save
Recycling program
In the next year and beyond:
Go Green: Beauty
Up and Up conversion to be “green”
Cindy

13. S.W.O.T.: post plan STRENGTHS Brand image Market share Brand recall
Innovative marketing methods
Strong distribution channels
High customer level
Shopping environment
Giving back
Following Societal trends
Being more sustainable
WEAKNESS
Prices are higher than competitors
Continual litigation
Employees are not part of labor union
OPPORTUNITIES
Global expansion
Cutting costs
Creating a labor union for employees
THREATS
Competition in the market
Increased taxes
National Economy Situation
Weian

14. Thank
You!