essay
Big City, Small Target
Situation Analysis
Target’s guest research shows a unique strength in the marketplace: people who live in densely populated urban areas LOVE Target. Unfortunately many of these guests must travel to neighboring suburbs to shop at the closest Target. The size of a typical Target store (60-80,000 square feet) makes building new stores unrealistic in urban settings.
Recently Target launched a new store concept called CityTarget. These will be stores located in densely populated urban markets in some of the largest cities in the U.S. Our first City Target stores are set to open in 2012 in Los Angeles, Chicago, and Seattle.
These stores will be a challenge for the company, as the square footage will only be 4060% of what a normal Target store would be. Further, backroom storage for excess product in a CityTarget store will be less than half of our full size format store.
Project Question
How will Target provide the full ―Target experience‖ in a store half the size?
Project Parameters
Develop a strategy to ensure most relevant categories are carried in CityTarget stores.
Consider also any other elements of the Target shopping experience you feel relevant to an urban guest.
Utilize the Suggested Topics section as a guide by exploring the most relevant topics and supporting proposal recommendations with information that addresses the ―why’s‖ behind each explored topic.
Include in this proposal a SWOT analysis (Internal: Strengths/Weaknesses, External:
Opportunities/Threats) of the current situation Target faces with small urban format stores, as well as a second SWOT analysis based upon implementation of the proposal.
Suggested Topics
Product: The assortment within a CityTarget store needs to be highly edited. How should Target decide what categories/products to carry?
Presentation: CityTarget stores will be built in existing structures... each store having a unique layout. How can Target create a presentation
Situation Analysis
Target’s guest research shows a unique strength in the marketplace: people who live in densely populated urban areas LOVE Target. Unfortunately many of these guests must travel to neighboring suburbs to shop at the closest Target. The size of a typical Target store (60-80,000 square feet) makes building new stores unrealistic in urban settings.
Recently Target launched a new store concept called CityTarget. These will be stores located in densely populated urban markets in some of the largest cities in the U.S. Our first City Target stores are set to open in 2012 in Los Angeles, Chicago, and Seattle.
These stores will be a challenge for the company, as the square footage will only be 4060% of what a normal Target store would be. Further, backroom storage for excess product in a CityTarget store will be less than half of our full size format store.
Project Question
How will Target provide the full ―Target experience‖ in a store half the size?
Project Parameters
Develop a strategy to ensure most relevant categories are carried in CityTarget stores.
Consider also any other elements of the Target shopping experience you feel relevant to an urban guest.
Utilize the Suggested Topics section as a guide by exploring the most relevant topics and supporting proposal recommendations with information that addresses the ―why’s‖ behind each explored topic.
Include in this proposal a SWOT analysis (Internal: Strengths/Weaknesses, External:
Opportunities/Threats) of the current situation Target faces with small urban format stores, as well as a second SWOT analysis based upon implementation of the proposal.
Suggested Topics
Product: The assortment within a CityTarget store needs to be highly edited. How should Target decide what categories/products to carry?
Presentation: CityTarget stores will be built in existing structures... each store having a unique layout. How can Target create a presentation