Target's Expansion Case Study

“Target was founded in 1881 by George Draper Dayton in Minneapolis as the Dayton Dry Goods Company”. (Farfan, Barbara. n.d.). Target began as a small department store selling nothing but men’s clothing and other small merchandise. Slowly Hudson began to expand the type of merchandise he had in the store in order to reach to other consumers and soon the Dayton Hudson Company made its name around the country as a top department store. In 1960 the Dayton Company begins to look for ways to expand their store from a family ran shop to a large discount store. After the plans were set into motion they begin to work on the company’s new logo, formally known to us as the Bulls eye. In 1962 the Target logo was created. “The reasoning behind the choice

2014). Brian Cornell has new ideas to implement in the stores that he believes will not only increase revenue but as well as bring in new customers. After a few days as the new CEO Brian Cornell visited Target stores without drawing attention to himself. He was able to get feedback from actual customers and what they would like to see in the store and what products they would like more available. Cornell took these ideas and began working up a plan that will help draw customers back into the store. For example, “Rather than plates, mats, and utensils stocked separately, they are presented together in realistic kitchen and table settings. The idea is to help customers imagine mixing and matching items in the way that countless retailers have been doing for decades” (Wahab, Phil. 2015). This idea is a key factor as to why Ikea is so successful. Consumers get drawn in to Ikeas maze and end up in unexpected set-ups that increase unexpected purchases. Therefore, by implementing that same idea, Target can increase sales by creating a more “home-y” look and instead of having customers imagine how an item will look in their household they can now visually see