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Target

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Target Case Study

Problem Statement and Objectives:
Just like any major corporation, Targets’ push toward diversity is a work in progress. The current operational direction is not congruent within the diversity plan, specifically the areas of product, as being the most important, followed by marketing, customers, team members within the community. The significance of the problem in terms of strategic marketing to the firm is that Target’s merchandise and product offerings are not congruent with its diversity plan.

Situation Analysis:

Strengths
Strong brand awareness.
Exclusive partnerships with named designer labels.
Donates huge amount of profits to charities.
Higher quality and innovative products than is found in competitor big box stores.
Celebrity endorsements in advertising programs

Weaknesses
Emphasis upon quality makes their products more expensive than competitors.
No stores in Vermont
Lawsuits which tarnish the firm’s reputation.
Low global presence

Opportunities
Global expansion
Expand presence online.
Expand targeted consumers by diversification

Threats
Online retailers i.e. Amazon
Tough competition with discount retailers such as Walmart
Shifts in economy that may push customer to other competitors
High rates of employee turnover
Dependent on US market

The Target Corporation is a strong brand name. It is the 2nd largest general merchandise retailer in America. The red and white bull’s eye logo and personality symbol of the dog are immediately recognizable by customers. They have become an icon for all things stylish and cool in the world of big box stores retailers, partnering recently with designers such as Lily Pulitzer and Phillip Lim.
They’ve been able to anticipate the wants and needs of their consumers and provide high quality and innovative products that

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