The Target Corporation

1111 Words3 Pages

Target Corporation with the famous bulls-eye logo is known as the second largest discount retailer in the US (behind Wal-mart). The company was founded in 1902 by George Dayton, as Dayton Dry Goods with the first store opened in Roseville, Minnesota. In 2000, it renamed to Target Corporation “to better reflect its core business” (Target Corporation, 2014) According to the main website, Target has stated its mission statement “is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.” The company has over 1700 Target and Super Target stores in 47 states and offers various products in its store chain from household essentials such as clothing, shoes, bedding, kitchen supplies, toy, pet supplies to PC, laptops, electronics, seasonal merchandises, and groceries. (Target Corporation, 2014)

SWOT analysis:

One of the most important aspect of Target’s success is the company has a clear vision of where to go and what to do. Even though it has faced the tough period during recession, the company has come up great strategies, switched their gear to adapt the changes of markets. One of its strength is the strong brand image, which has greatly built over many years. As the result, people still chose to go to Target despite the downturn of the economy, which affected consumers’ abilities of spending. Moreover, comparing to Walmart who mostly competes on low prices, Target has built it own market position by focusing on affordable yet fashionable goods, accordingly to its brand’s promise “Expect More. Pay Less”. The bulls-eye logo has become one of the most recognizable symbols to many Ameri...

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...aviors. Also, coupon ads or coupon booklet (like Costco’s) to mail monthly to members are something to considered. This is not only to advertise for different Target’s products but also to increase shopping activities because everyone does like promotions. Continuing to expand its private label offerings is also a great way to cut cost and earn more profits. As mentioned above, Target should also expand its operations globally and diversify its brand to become a more dynamic retailer. Moreover, growing and expanding online market to compete with Amazon or Ebay’s shopping experience could help Target in cutting cost of storing inventories as well as providing more convenience way to shop.

Works Cited

Target Corporation. (2014, 4). Retrieved 4 23, 2014, from https://corporate.target.com/about/mission-values

Target Case. Target from "Expect More" to "Pay Less"

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