Target

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With the down turn in the economy, many consumers have turned to Dollar General and Dollar stores; this has caused a decrease in Target’s revenue. Another threat is Wal-Mart and their ability to offer lower prices on their products compared to Target which makes them the low cost leader. (ehow.com)

Target Corporation (NYSE:TGT) is the leading large-format general merchandise and discount retailer in the U.S., challenging Wal-Mart in electronics, toys and apparel while also seeking to differentiate with higher-end fashions and products for an upscale audience. As of the close of their latest fiscal year (FY2011), Target operated approximately 1,760 stores encompassing 233,000 square feet in 49 states and the District of Columbia. The company is divided into the retail and credit card divisions and moves the majority of its products through a highly integrated network of 37 different distribution centers, which include four food distribution centers. Target is one of the most well-entrenched large format retailers in the U.S., has the ability to manage their pricing strategies at a level of accuracy and precision that is comparable to Wal-Mart (Henderson, 2001). Unlike Wal-Mart, Target concentrates on a value-based message that concentrates on quality and price differentiation to sustain their gross margins while Wal-Mart concentrates on supply chain efficiency and a continual reduction of supplier and transaction costs (Krishnamurthi, 2001).

The aim of this paper is to highlight the strategic position of the company with an overview of its internal and external environment. The study of its strategy, design and other forces, one can easily gauge why and how target has managed to become the retail giant it is today.

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Target Corporation is known worldwide as a large retail chain that brings in millions of dollars each fiscal year. The ability to remain competitive in a saturated industry could prove difficult to some retailers, but Target remains one of the leaders in the retail market. With success comes risk. Target Corporation competes against online retailers as well as “big box” stores to remain competitive.

The Target Corporation’s mission statement is to make their company the most sought after shopping destination by delivering a great guest experience with the most innovated technologies and quality merchandise. Target is the second largest general merchandise retailer in America. Target was founded by George Draper Dayton, in 1902, with the name Goodfellow Dry Goods. In 1903, Mr. Dayton changed the name to The Dayton Compay. Furthermore, the first Target store opened in 1962 in the Minneapolis, Minnesota which became the main headquarters. It grew to be the largest division of the Dayton-Hudson Corporation and was subsequently renamed the Target Corporation in 2000. Target anticipates staying ahead by challenging the company to be the most efficient and intellectual upscale company in the retail industry (Target Corporation, 2016).

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Walmart have tried to reduce the prizes of goods in the market. This was based on the market analysis, that indicated that consumers are driven with the best prizes in the market. Walmart was able to meet the consumers’ satisfaction with lowering products prizes, and for the retailer to still be profitable they had to cut employees’ salaries to curb the gap. On the other hand target corp. had a different approach, they still sustained good wages to their employees, and they started to tap other markets to expand their territories, this resulted to chain of distribution

For a month of resale and relaunch through the mall. Target relaunch could over afford and it was fair. For people. Who didn’t want the large sales of Walmart?

Target Corporation has recognized itself as one of the top retailers in the United States market on the basis of excellent service quality, customer experiences, operational excellence, strong financial position, and a wide array of product offerings. Through its high degree of service orientation at physical outlets and adoption of fair business practices, Target Corporation has become the most distinctive retailer in the eyes of its potential customers. Being one of the top-notch retailers in the United States, Target Corporation has to carefully strategize on its business operations and marketing tactics so as to keep itself in the row of competitive brands of the industry.

The Target Corporation is a retail company situated throughout the United States. The founder, George Draper Dayton formed the Dayton Dry Goods Company in 1902. Back in 1962, Target launched their first store in Roseville, Minnesota. Ultimately in the year 2000, Dayton Hudson store name was changed to Target. They have become the second largest retailer by sales and revenue based on the United States stores (Cite 1 – Wikipedia). Similar to Walmart, Target has over a period of time received some criticism with community groups and the workers. Target has prospered and sustained diversity with employees of disparate age, style, race, and more.

As a result, stores were under-stocked and failed to entice shoppers with empty shelves and uninviting locations (Wahba). Customers were not experiencingTarget’s “Expect More. Pay Less.” brand, and with a competitor like Walmart;Target stood little chance for success. Walmart’s popularity in the Canadian community threatened Target because it offered better discounts and benefits to customers and the community (Valenti, McGlashan). Not only were customers disappointed, butthe community was appalled by the way Target behaved towards the union and Zellers employees.

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