Bryant seniors “Go Green” with Target

Students pitch ideas to Target executives on communicating the retailer’s sustainability initiatives.

It was a win-win situation for Bryant and Target when they combined to host the Target Case Competition at Bryant during the fall semester. As part of the twice-yearly program that started last December, Bryant seniors had the opportunity to present their ideas to the retail giant. This semester, the case topic focused on bringing greater awareness to Target’s sustainability initiatives.

In groups of four or five students, seniors in Bus 400 (Business Policy) spent two months working on their projects. In all, about 60 projects were completed with the top 11 – the best from each class – advancing to the semifinals. Five proposals were presented to Target executives as part of the final round.

The winning team from Associate Professor of Management Mike Roberto’s class included Matthew Buckheit ’09 (Staten Island, NY), Matthew Moore ’09 (East Sandwich, MA), Gergely “Nemo” Nemeth ’09 (Balatonfured, Hungary), and Steven Rosenblum ’09 (Morganville, NJ). The team received a $2,000 cash prize.

(L-R) Liz Diggin, a Target campus recruiter; Matthew Buckheit ’09 (Staten Island, NY), Steven Rosenblum ’09 (Morganville, NJ), Gergely “Nemo” Nemeth ’09 (Balatonfured, Hungary), and Matthew Moore ’09 (East Sandwich, MA)

Their project focused on generating more exposure for the sustainability initiatives that Target has created. Through their research, the students discovered that the retailer maintains a Web site dedicated to green products and is a founding member of the Sustainable Packaging Coalition, though 90 percent of the customers the students surveyed were unaware of these efforts. To raise awareness, the team proposed the “Target Earth: Replace, Reuse, Rethink” campaign.

“We wanted to leverage Target’s very high brand awareness and combine it with an environmentally-friendly and easily-understandable twist,” says Nemeth, who would like to work in “green marketing” or pursue an advanced degree in environmental economics.

Education in action

During their presentation, the group unveiled their plans for a “Green Room” and a “Green Nook.” The Green Room would feature seasonal displays to encourage customers to incorporate sustainable products into their homes. The Green Nook would be located at the front of the store and feature a constantly changing selection of “green” products. They also created a “green$aving program” that would offer discounts on green products and proposed appointing an “Eco-Team Member” who would possess a strong knowledge of the company’s sustainability efforts.

“This project allowed me to apply the business knowledge that I have acquired throughout my four years at Bryant on a real issue facing a major corporation,” says Buckheit, who will begin working at PricewaterhouseCoopers after he completes a Master of Professional Accountancy (MPAc) at Bryant in September 2010. “The case challenged me to think creatively but also to remain rational in our recommendations.”

“By taking part in this project, I learned that with hard work and dedication, people can put their ideas together and come up with a successful and cohesive presentation,” says Rosenblum.

Building a strong portfolio

The second-place team of John Calabrese ’09 (Middletown, CT), Brian Flatley ’09 (Ludlow, MA), Alicia Griffin ’09 (Londonderry, NH), Alexandra Hart ‘09 (Londonderry, NH), and Krista Hoffmaster ’09 (Alfred, ME) was part of Assistant Professor of Management Crystal Jiang’s class. The students received gift bags that included DVDs, iTunes gift cards, and Wall Street Journal paraphernalia.

Their plan focused on creating new store signage, eco-friendly advertising, and a store layout that would highlight green products. The start of the campaign would coincide with Earth Day in April.

“Our objectives were to increase guests’ awareness of Target’s current eco-friendly products, improve quality of life, and create an Earth Day celebration to promote these initiatives,” says Griffin.

(L-R) Alexandra Hart ‘09 (Londonderry, NH), Brian Flatley ’09 (Ludlow, MA), Krista Hoffmaster ’09 (Alfred, ME), Alicia Griffin ’09 (Londonderry, NH), and John Calabrese ’09 (Middletown, CT)

Flatley says developing a presence in a niche market like green products is like starting a small business. “Beyond focusing only on advertising, the plan must include variables like financial feasibility, accounting checks and balances, and market forecasting to be successful,” he says.

Jiang says the project helps students enhance their leadership and teamwork skills while completing a project that can serve as a showcase for future employers. (Read the Fall 2008 issue of Bryant Momentum to learn more about Jiang.)

“I was very impressed by the quality of the work the students delivered,” says Jiang. “They have completed a comprehensive analysis of the firm, identified variable solutions, and delivered a polished business presentation.”