Target Corporation Business Analysis

Target Corporation was founded in 1902 by George D. Dayton originally called “Dayton Dry Goods Company”. By 1962, Dayton opened its first discount store in Roseville, Minnesota by the name of Target (Target.com). Since 1946, Target has been giving 5% back to the communities, which today equals more than $4 million a week (corporate.target.com). Target has a reputation of being an upscale store that sell more stylish designed products at an affordable price. Target is often referred to as “Tar-zhay”. Target does not have a vision statement but their mission statement is, “to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional experiences- consistently fulfilling

It is obvious that Target guests, are not seeing the truth in their mission statement Expect More, Pay Less more reasons for them to adapt the revision mission statement that will help target reach their goal by fulfilling their brand promise. Sometimes words are not enough and by implementing tools and resources to support their goal will only benefits Target in the long run. If Target stand behind their mission which is the community, diversity and environment they must continue to live by the former CEO, Bruce Dayton words which are “businesses should act in the best interest of society” (Target.com). Target must give their guests what they want and that is to Pay Less for merchandise while educating them on how to do that every

They have a plan over the next two years to invest $1 billion in operating profit annually which will include slashing prices on merchandise and another $7 billion on renovating approximately 600 stores” (2017). However, Target investors seem to be on the fence about this plan because the retailer grocery business remain in critical condition from taking a loss from their expansion plan. In 2013 Target decided to go internationally and opened 133 stores in Canada. Just a little over 2 years CEO Brian Cornell, made the executive decision to close all the stores due to lack of profit, distribution issues , therefore not able to keep the shelves stock which left Target in $1 billion debt (Pete Evans, 2015). To compete Target must be willing to fight against their competitors and not their guests if they want to remain in business despite their bad business decision. There is nothing wrong with taking a page from Fantasia Barrino, “Sometime you have to lose to win again”. Target can do this without compromising their principles. Offering competitive prices is the right decision for their guests to keep them coming