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Target Swot Analysis

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SWOT Analysis: Target
Mission: “Our Mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our “Expect More. Pay Less,” brand promise.”
Goals: To provide shoppers with exceptional value through an upscale discount store and through online shopping.
Vision: “To support our mission, we are guided our commitments to great value, the community, diversity and the environment.”
Description: Target is a retail store that prides themselves on quality items and great customer service at a low price. They strive to commit to their communities and foster diversity.

Strengths

• Target has a high market share; they have at least one store in every state except for Vermont
• Target is on the Fortune 500 list and is ranked as #38 as of 2012
• Target has large, clean stores that are anesthetically pleasing
• Target has stronger quality products than competitors
• Target owns many subsidiaries such as Target.com, Target Financial Services, Target brands and Target Commercial Interiors
• Target offers a great variety in products, they sell anything from clothing to jewelry to food
• Target sells the most gift cards in the United States
• Target has a well established national brand and has many partnerships which allow for special collections that are not available in other stores Weaknesses

• Since products are of better quality, they are more expensive than competitor products
• Target has low international expansion compared to competitors
• Target stores do not play music, customers often complain of “silent” shopping
• Target brand is not as popular as competitor brands
• Target has recalled many products
• Target is a union free company, so they do not pay an attractive wage to their employees...

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