Chapter 5 - Retail Market Strategy

Synopsis: The Tractor Supply Company case introduces students to a unique retailing story. By recognizing a target market with unique needs, TSC repositioned its traditional tractorparts business into a specialty retailer serving a variety of needs for consumers entertaining their interests in part-time farming and ranching. This growing consumer segment has been TSC’s focus for the past 15 years as it developed a merchandise variety and assortment well beyond its early focus on tractor parts. This case provides a comprehensive illustration of TSC’s retail mix. It describes TSC’s growth strategies with a specific emphasis on the firm’s current merchandise variety, target market relationships and technology practices.