Business Level Strategy

Target is using the Integrated Cost Leadership/Differentiation Strategy. I come to this conclusion by analyzing the brand promise and using the textbook for reference. The "Expect More." part of the brand promise leads to a differentiation strategy, giving the customers something different than similar companies. The "Pay Less." part of the brand promise leads to a cost leadership strategy because it creates a value for customers who want to save. The business level strategy of Target is the integrated cost leadership/differentiation strategy because of the unique way it has set up the brand to use both the differentiation strategy and the cost leadership strategy.