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Company Profile
S.W.O.T. Analysis
Competitors
Firm’s Position / Core Issue
Business Level Strategy
References
 Among top 2 discount chains in the U.S.
 Operates 1, 740 stores
 Wal-Mart is the primary competitor
 Mission Statement:
“To make Target the preferred shopping destination for
our guests by delivering outstanding value, continuous
innovation and an exceptional guest experience by
consistently fulfilling our Expect More. Pay Less.® brand
promise” (Target, 2010, para. 1).
 The firm
 stylish discount chain
 The industry
 Wal-Mart, Costco, K-Mart
 Marketing, price positioning, brand strength, and
differentiation
 Strengths
 Brand Strength
 Differentiation
 Price positioning
 Weaknesses
 Rising Write-offs
 Higher prices
 High dependence on China
 Opportunities
 Expansion of Electronics
 Strong presence in ecommerce
 Food and grocery
 Threats
 Low consumer confidence
 Overlap in product
assortment
 policy on cards
 Wal-Mart
 biggest discount retailer in the world
 408,214 million in revenue
 Costco
 biggest membership warehouse in the U.S.
 71,422 million in revenue
 Target
 Second largest discount retail chain
 65,357 million in revenue
 Core Issue
 Wal-Mart
 Target produces only 20% compared to Wal-Mart
 Firm’s Position
 To build brand loyalty
 Differentiate through style, quality, and trendy products
 Strategic Business Unit
 Retail, Food Centers, Pharmacy
 Generic Strategies
 Consumer Focus
 Differentiation
 Grand Strategies
 Product Development
 Technology and Innovation
 Marketline Business Information Center.
(2010).
Target Corporation. Retrieved ---------------, from
University of
Phoenix Specialized databases.
 Target. (2010). Our mission. Retrieved -------------,
from
http://sites.target.com/site/en/company/
page.jsp?contentId=WCMP04-031699