Target Corporation Business Strategy

Target Corporation (NYSE:TGT) is one of the most recognized discount retailer that provides upscale, trendy merchandise at affordable prices. The company was founded by Draper Dayton in 1902. The first store was opened in Roseville, Minnesota during 1962. As a result of Target’s continued success, its parent company, The Dayton Hudson Corporation was renamed to Target Corporation in 2000. Currently, Target is the second largest retailer and mass merchandiser in the United States. Target 's simple slogan “Expect More. Pay Less.” has helped the store deliver great convenience to their consumers by offering them large savings and a personalized shopping experience. It is truly the one-stop shop, as it is the place where you can buy everything you need in a comfortable shopping environment.

Target wants their customers to feel comfortable and ready to shop when they walk in. The open layout design with bright lights, wide aisles, and uncluttered displays makes it easy to navigate through the store. For example, when customers first walk through Target’s red front doors, they have to pass by bins that are strategically placed in the entrance. The bins contain an assortment of merchandise that cost no more than $5. It encourages shoppers to rummage through the bins and fill up their carts. Everyday items are located towards the front of the store and similar items are grouped such as toys and electronics. Each department is specifically designed to showcase the product in an appealing way. For instance, the design of the fresh produce area uses wood surfaces for a natural and homey feel. The beauty aisle is trimmed with bright lights to draw attention to each item on the shelf. The cleanliness of the store differentiates itself from competitors like Wal-Mart. Target’s design implements the retailer 's strategy to influence the customer 's buying