Hr491 Position Paper
Target: The Leading Retailer
By April Harris Park University – Spring II 2012
HR 491 – Position Paper
Company Overview
Target Corporation is a nationally recognized discount retailer that is focused on providing customers with trendy, high-quality products at affordable prices. Target is celebrating its 50th anniversary this year, after opening the first store in 1962 located in Rovesville, Minnesota (About Target, 2012). Today, Target has 1,763 stores in 49 states, Target.com, 37 distribution centers nationally, a headquarters in India, expanding to Canada in 2013, and a branded proprietary credit card and rewards programs. This organization is focused on giving the customer the ultimate shopping experience, and because of that, is recognized as an innovating leader in the retail industry. Target’s mission “is 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. To support our mission, we are guided by our commitments to great value, the community, diversity and the environment” (Target). Target was created in 1961 by the Dayton Company in order to expand and “combine the best of the fashion world with the best of the discount world, a quality store with quality merchandise at discount process, and a discount supermarket…” (About Target, 2012).
Organizational Culture Target has developed a successful organizational culture that attributes to the organization’s competitive advantage. In 2010, Target was named one of the world’s most ethical companies (Pressroom, 2010). Organizational culture is the work environment which is characterized by the values, norms, and ethics of an organization through the interactions of employees. An organization’s culture, especially in a retailer like Target, customers will also experience Target’s culture when shopping there.
By April Harris Park University – Spring II 2012
HR 491 – Position Paper
Company Overview
Target Corporation is a nationally recognized discount retailer that is focused on providing customers with trendy, high-quality products at affordable prices. Target is celebrating its 50th anniversary this year, after opening the first store in 1962 located in Rovesville, Minnesota (About Target, 2012). Today, Target has 1,763 stores in 49 states, Target.com, 37 distribution centers nationally, a headquarters in India, expanding to Canada in 2013, and a branded proprietary credit card and rewards programs. This organization is focused on giving the customer the ultimate shopping experience, and because of that, is recognized as an innovating leader in the retail industry. Target’s mission “is 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. To support our mission, we are guided by our commitments to great value, the community, diversity and the environment” (Target). Target was created in 1961 by the Dayton Company in order to expand and “combine the best of the fashion world with the best of the discount world, a quality store with quality merchandise at discount process, and a discount supermarket…” (About Target, 2012).
Organizational Culture Target has developed a successful organizational culture that attributes to the organization’s competitive advantage. In 2010, Target was named one of the world’s most ethical companies (Pressroom, 2010). Organizational culture is the work environment which is characterized by the values, norms, and ethics of an organization through the interactions of employees. An organization’s culture, especially in a retailer like Target, customers will also experience Target’s culture when shopping there.
References: Hauss, D. (January 21, 2010). Target Uses Guest Intelligence to Drive Marketing Strategies. Retrieved on May 2, 2012 from: http://www.retailtouchpoints.com/retail-store-ops/402- target-uses-guest-intelligence-to-drive-marketing-strategies.html Target Target. (2012). Our Commitment to Our Team. Retrieved on April 4, 2012 from: http://hereforgood.target.com/learn-more/our-commitment-to-our-team/ Target Target. (2012). 1961: Making it Official. Retrieved on April 5, 2012 from: http://sites.target.com/site/en/company/page.jsp?contentId=WCMP04-031697 Target Target. (2010). Target Named One of the World’s Most Ethical Companies. Retrieved on May 1, 2012 from: http://pressroom.target.com/pr/news/target-named-one-of-the-world.aspx Target Target. (2012). Designed for Shopping. Retrieved on April 29, 2012 from: http://sites.target.com/site/en/company/page.jsp?contentId=WCMP04-031793 Target Tutor2u. (n.d.). Competitive Advantage. Retrieved on April 30, 2012 from: http://tutor2u.net/business/strategy/competitive_advantage.htm