Digital Strategist working for Brian Cornell, the CEO of Target Corporation1, the USA retail giant, Singapore

Assignment Details:

You are a Digital Strategist working for Brian Cornell, the CEO of Target Corporation1, the USA retail giant. Brian and his Board are considering opening digital retail channel in the UK focusing on groceries and food, to complement the recently introduced direct sales to the UK of non-perishable items from the USA. As a part of their deliberations, Brian has asked you to prepare a report about the digital strategies of their closest UK competitor: Tesco.

The report will discuss the strategic use of digital technology by Tesco. The report will then deliver a set of recommendations regarding the digital strategy of Target Corporation in relation to the UK. The focus should be on the using theoretical models to explain the rationale behind the observed strategic moves and to motivate the recommendations for the company. Areas of particular attention would be how business strategies interact with the digital strategies and how this interaction has impacted the business processes and other elements of the organisational strategy.

The deliverable should be a report of about 2500 words in which the topics above are discussed and conclusions are made. In short, you will be doing a ‘live’ case study. The report must be much more than descriptive. It should be relevant to the course, drawing on models, theories and concepts that have arisen in the course and also in the wider literature i.e., it should recognise a wider context and look to the UK retail environment and current digital advances in retail.

The report should cover:

1. Background: Brief background to Tesco, including its business strategy and main products/services offered;

2. Identification of how theoretical models such as strategic alignment triangle, five forces model and the resource-based view of information value can be used to analyse the main strategic uses of digital technologies by Tesco;

3. Detailed analysis and discussion of the insights gained using two of the theoretical models discussed above;

4. Recommendations as to the digital strategy of Target Corporation in relation to the UK. The report should also give full citations of your sources. In the case of web pages, the citation should indicate the date visited and a full internet address.