Target Strategic Analysis

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Corina Nava Pelton
Strategic Management
March, 2013
Chris Canolis

I. Target Corporation
American retailing company headquartered in Minneapolis, Minnesota. Target is the second-largest discount retailer in the United States, behind Wal-Mart. The Target chain discount stores range from 95,000 to 135,000 square feet. Super Target chain hypermarkets are approx. 174,000 sq. ft. Target’s beginnings

During the Panic of 1893 which caused a decline in retail estate prices, the Westminster Presbyterian Church burned down, and because its insurance wouldn't cover the cost of a new building, the church was looking for revenue. Its congregation appealed to Dayton to buy the empty corner lot next to the demolished building from the church so it could rebuild. Dayton bought it and eventually constructed a six-story building on that corner lot in downtown Minneapolis. 1902, Dayton, looking for tenants, convinced Reuben Simon Goodfellow Company to move its nearby Goodfellow department store into his newly-erected building. Goodfellow retired and sold his interest in the store to Dayton. The store's name was changed to the Dayton Dry Goods Company in 1903. 1923, Dayton's 43 year old son David died, prompting George to start deferring parts of his business to another son, Nelson Dayton. 1938, George Dayton passed away and Nelson Dayton assumed the role of president of the Dayton Company, a $14 million business. 1944, it offered its workers a retirement policy, becoming one of the first stores in the United States to do so. 1962 the Dayton Company, using John F. Geisse's concepts,(American Business Man who launched successful retail chains), opened its first Target discount store located at 1515 West County Road B in the Saint Paul suburb of Roseville, Minnesota. 1969, in the same year, Target’s parent company, Dayton, merged with JL Hudson Company of Detroit and became Dayton-Hudson Corporation. 1978, the company acquired Mervyns and became the 7th largest general merchandise retailer in the United States. Target Stores opened eight new stores that year. 1982, it expanded into the West Coast of the United States. 1986, the company acquired 50 Gemco stores from Lucky Stores in California, allowing Target Stores to become the dominant retailer in Southern California as the chain grew to a total of 246 units. 1988, Target Stores expanded into the Northwestern United States. 1989, it expanded to the Southeastern United States where it entered Florida, Georgia, North Carolina, and South Carolina to a total of 399 units in 30 states with $7.51 billion in sales. 1990, it acquired Marshall Field's from BATUS Inc.

1995, Target Stores opened its first Super-Target hypermarket in Omaha, Nebraska. It launched the Target Guest Card, the discount retail industry's first store credit card. 1999, Dayton-Hudson acquired Fedco and its ten stores in a move to expand its Super-Target operation into Southern California. 2000, Dayton Hudson Corporation changed its name to Target Corporation and its ticker symbol to TGT; by then, between 75 percent and 80 percent of the corporation's total sales and earnings came from Target Stores; Dayton's, Hudson's, Marshall Field's, and Mervyns were used to fuel the growth of Target, which expanded to 977 stores in 46 states and sales reached $29.7 billion by the end of the year. 2001, it launched its online gift registry.

2004, Target Corporation announced its sale of the Marshall Field's to St. Louis, Missouri-based May Department Stores. Target Stores expanded to 1308 units and reached $46.8 billion USD in sales. 2005, Target began operation in Bangalore, India. It reached 1397 units and $52.6 billion in sales. 2006, Target completed construction of the Robert J. Ulrich Center in Embassy Golf Links in Bangalore, and Target planned to continue its expansion into India. 2009, Target expanded outside of the continental United States for the first time. Two stores were opened simultaneously on the island...
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