Target Case Study

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Target: Driving Guests Into the Store

Target opened the doors to its first store in Minnesota in 1962. Today, Target operates 1,781 stores located in the United States and India, and plans to open stores in Canada as well. In the fifty years since it was founded, Target has managed to become one of the most recognized and respected discount stores available. Guests are highly brand loyal and have come to depend on and trust in Target’s brand promise: “Expect More, Pay Less.”

Target works to uphold their brand promise by focusing on providing their guests with a convenient place to purchase high quality products that are current and affordable. Target Corporation also places great emphasis on of offering guests an exceptional in store shopping experience. One of the company’s core values is design and innovation. Target incorporates design and innovation into all aspects of the store experience by offering current products that guests want, contemporary store designs, and outstanding guest services. Although store formats vary, each store is held to high standards of cleanliness, attractiveness, and convenience that create a pleasant shopping environment. To further enhance stores, Target promises guests outstanding guest services, such as friendly assistance and quick check out process. Target’s dedication to its guests and brand promise has given the company a competitive advantage over competition, and has also allowed the company to give back 5% of profits to the communities it serves.

This project poses the question: How might Target leverage the scale of its brick and mortar presence to increase entertainment and electronic revenues? Essentially, Target is looking for ways to increase in store profits for entertainment, such as book and CD’s, as well as electronics. As the use of the Internet continues to expand, online stores such as Amazon.com have become increasingly popular among consumers, especially when it comes to electronics. Consumers...
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