Chapter 5: TEACHER CASE NOTE
Target Corporation and the “Urine Sandal”
TEACHING NOTE
Case Overview
In anticipation of the warmer months ahead, Target Corporation released a new line of sandals
in February 2013. The line was composed of flat, strappy women’s sandals of assorted colors,
which were named “Orina.”
However, it only took about a week for the media to pounce. While Target says they named the
line “Orina” after the Russian translation meaning “peace,” it also means “urine” in Spanish.
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Target stores were then requested to cover all signs and product labels that had the shoe’s
name. By the first week in April, Target’s name was in the headlines. Specifically, various Latino
news sites critiqued Target for the improper name and were offended how the line of shoes
reached the shelves in the first place.
Teaching Objectives
The key purpose of this case study is to analyze the cause and effects of this incident and
Target’s actions that aimed at rectifying the situation. This will help readers determine the best
recommendations for the Target Corporation. The following outline broadly identifies the main
teaching objectives for the reader.
1. Understand the background of the Target Corporation, including its company culture,
marketing, and advertising techniques, and target market.
3. Understand Target’s response to the “Orina” sandal.
5. Form recommendations for Target and other companies in the same position.
Business Problem
Target’s lack of research into other cultures and languages resulted in press coverage all over
the internet and also left many disappointed customers. The reader should consider (a) Target’s
Company Background
As one of the leading discounted retailers in the United States, Target strives to differentiate
itself from other competitors, including Wal-mart and Kmart. Therefore, their products and
Country Analysis
Even though Target offended the Latino people and their culture, the incident could have just
as likely happened to any other cultural group. However, because the Latino demographic is
currently the fastest-growing cultural consumer group for the Target stores, it is important for
Case Analysis
It is difficult to know where Target went wrong in their product–planning phase. However, they
immediately took appropriate steps to rectify the situation. The case can indeed be seen from a
few different perspectives.
Latino population is dramatically growing in the US and Target has taken a critical step in aiming
its marketing and advertising at this core demographic. The first language the Target marketing
team might translate to is Spanish. What might be the effect of doing this on the other non–
Hispanic consumer base?
Discussion and Conclusion
This case poses many questions to the reader. Yet, the reader should also consider the main
theme of this case. Companies are, of course, expected to analyze their core demographics and
properly research their products before placing them out in stores. However, one has to ask:
How much prep work should companies do?
There is a great chance that Target may have alienated a significant proportion of that group
and not just those who post to social media. A company should cater to their greatest
demographics in order to maximize their brand loyalty. Target seemed sloppy and
unprofessional in the media after this event.
Discussion Questions
1. Is Target responsible for selecting a name that is inappropriate?
2. As part of Target’s marketing team, what differences, if any, would you have made in the
“Orina” situation?
3. What other steps, if any, should Target have taken to apologize to its consumers?
What other parts of the business may be affected by companies not taking the appropriate
time to research their product details?
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