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Target's Business Analysis Paper

435 Words2 Pages

Target Corporation, headquartered in Minneapolis, Minnesota, is a leading mass industry retailer. George Dayton founded the company in 1902. Target found a niche market among other retailers offering products at inexpensive prices. Target’s brand promise, “Expect more, Pay less,” (Target, 2015), describes the customer anticipation of an exceptional shopping experience. Target set out to offer more than cheap stuff at cheap prices. The organization aimed higher. Leadership situated the stores to stock the most currently trending styles, high-fashion brands, and products with lasting value. Affordable prices for the merchandise remains a high priority. Target’s competition includes the third largest employer on the planet, Walmart Corporation …show more content…

Target describes design as “fun, energetic, surprising and smart - and we don’t just mean how something looks. It also satisfies a need, simplifies your life, makes you feel great and is affordable to all” (Target, 2015). In Marketing Excellence, our authors, Kotler and Keller discuss various elements of Target’s “cheap chic” integrated marketing communications mix; including techniques to make consumers more comfortable while shopping in the stores. In addition to the usual mix of advertising channels discussed by Kotler and Keller, such as circulars, direct mailers, print ads, radio and television, Target integrates its brand into the landscape in creative ways. Target has a bull’s eye logo which can be found throughout the store and sometimes even on the roof. The company also partners with celebrities and athletes as well as sponsoring high profile sporting events and other types of corporate support. For example, the Minnesota Twins play on Target Field. “Target has a strong online presence and uses Target.com as a critical component in its retail and communications strategy” (Kotler & Keller, 2012, p. 499-500). Analytics, compiled from website visitor behavior, provides valuable feedback for Target to use in understanding consumer preferences and purchasing

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