Assignment:essay
Subject: business
Study Level:College
Page Count:10
Number of sources:1
Spacing:double
Deadline: Sat, 6 pm
Topic:Business Research Part 2 on Company Target
Citation:APA
English:US
Order Number:3272
Details:Answer this questions from the report attached: •What ethical considerations must you take into account? Have you ever walked through the toy aisles at Target? It is quite a large section of their stores consisting of brightly decorated displays over flowing with all the top toys. Aisle after aisle solely dedicated to Lego’s, Star wars, sports toys and games and then you hit the big pink aisle titled “Girls Toys†. Now to some it would seem that girls have been an entire aisle dedicated to toys that would interest and suit them, but who are they to decide where that line is drawn? Who are they to limit what a little girl would find interesting or suitable. Well Target customers have spoken and their voices were heard On August 7th 2015, Target stores announced on their website that they would be removing gender based signs form all of their stores. Target’s Decision to Remove Gender-Based Signs The decision of Target corporation of removing gender based labels and signs will bring a negative backlash from customers that don’t agree with this decision, it would also bring a positive reaction to those who are transgender and do not feel comfortable with gender labeling. According to Target’s announcement made on their site in August 2015 they made the decision to remove gender-based signs based on customers’ requests and suggestions. Over the past year the guests and their families felt frustrated and limited because Target’s signs offered product suggestions based on gender for example in the apparel department where they are fit and sizing differences it makes sense but in other departments may not. Many of the complaints addressed the issue of when they were buying a gift for someone else they do not know well-signs that sort by brand, age, or gender help them get ideas and find things faster, other guests complained that Target should not suggest products by gender for example the products that are located in the toy department and the entertainment. Target’s Team Management is working extensively across the stores to identify areas where can phase out of gender based-signs to help strike a better balance. For instance in the kids’ bedding area signs will no longer suggest “for boys or girls†the new feature sign will be “Just kids†. In the toys aisle the story will not be different Target will be removing reference to gender, including the use of pink, blue, yellow, and green paper on the back walls of the store shelves these changes will take place within a couple of months. The controversy A decision of this magnitude always brings a heat wave of pros and cons comments, and diverse reactions, many of Target’s customers posted their complains on their website one of the comments stated “Parents do not need to be told what types of are preferred by their daughters or what type of toys are preferred by their sons†another heated customer said “I find it a bit ironic that you painted a big red Target on your own back on this one. I am one, of many I am sure, and that will be taking my business elsewhere†. Target’s decision will sure bring a lot of backlash and the worst case scenario a lawsuit from customers because they don’t think this was the best approach those customers who are against this new measure think that Target is favoring a minority to make them feel comfortable but are forgetting the majority who are sure of their gender identity. Will other retailers follow the trend? The decision for Target to remove gender-based signs from their stores is significant for our times. No longer will a boy be conditioned to only look at Cars and GI Joe and girls at Barbie and My Little Pony. This is the beginning of a new trend in retailing and you will see other retailers follow suit in the future. “To me, Target’s move is just the tip of the iceberg. We need to pressure manufacturers to get rid of the labeling on the products. We need to pressure advertisers to lose the labeling in their commercials. We need to tell ourselves that “girl†and “boy†interests do not exist. (Cunha, 2015). Diverse Opinions Target customers represent a large population of people in the US since its stores appear in every region in the country. Retailers will gauge the feasibility and success of non-gender based marketing by watching Target very closely. Team A member John Vece, stated “I tend to buy Hot Wheels cars for my son, who is five and merchandise from the movie frozen for my daughter, who is 4. It took me sometime to realize that my daughter wanted play with the Hot Wheels cars as much as my son. And both kids like to watch Frozen†. Employee satisfaction includes different factors that include growth opportunities, compensation, workplace environment, and development and training. It is hard for the organization to achieve all these. Studies show that an organization that is employer-friendly is the one that manage to find the desirable balance in all these areas although the ideal situation is still too far to achieve. Branding In Organizations A literature review of business related articles show that employer branding is needed in the organization. The organization has to come up with measures to ensure that it attains a positive employer branding. Now that the organization is an early mover, it will have the advantage of taking the lead as well as have a competitive advantage in this period of undifferentiated services and products. The research makes it clear the significance of positive employer branding in the organization. Positive employee branding will enable the organization to attract as well as retain employees who are skilled and talented. Talented and skilled employees will ensure that the organization achieves a competitive advantage in its market and hence help it in achieving leadership. The study shows that internal branding involves having a continuous process within the company by which the organization ensures that it employees understands why and who is behind the organization proposition. Organizations that tend to ignore internal branding have been observed to be negatively affected by such a move. It has proved to be the missing link between reality and perception, delivery and promise, positive outcome and effective marketing. However, internal branding does not demand for nearly the resources, attention, or time likes other external efforts. Conclusion Target has made a big decision and is changing the way they operate to be more sensitive to gender identity. It will be very interesting to see how this change will affect Target stores. Will people really stop shopping there just because they change their signs? Will new customers be attracted to their stores based on this change? Will other major retailers try this in their stores? The important thing is that Target has made this change for their customers because they asked for it. Now we will just have to wait and see what happens next. References: ï ¶ Barrow, S. and Mosley, R. (2011). The Employer Brand, Bringing the Best of Brand Management to People at Work, John Wiley & Sons, Chichester. ï ¶ Cunha, D. (2015) Target’s Decision to Remove Gender-Based Signs is Just the Start, Time Online. Retrieved from: http://time.com/3990442/target
