Post on 11-Dec-2015
Catherine DavisAnna Goetz
Corinne GundersenLauren Werner
History 1903-Dayton Dept. Store opened in Minneapolis 1954-J.L. Hudson opened Northland center Two Companies merged in 1971 to become
Dayton Hudson Corp. (DHC) Over the years, DHC created Target stores and
acquired Mervyn’s and Marshall Field’s 2000-DHC changed its name to Target
Corporation and crafted this logo Target Corporation is America’s second largest
general merchandise retailer
Corporate Identity System Logo: Red Bull's-eye with Target
Corporation written above it
Slogans: Target- “Expect more…Pay less” Mervyn’s- “Big brands…small prices”
Target Corporation
Nationwide Stores: Target-1,167 Mervyn’s-265 Marshall Field’s-64 Target Corporation has 280,000
employees in 47 states
Target Corporation Cont. Upscale and Moderate price stores
to Full-Scale department stores 2001 Revenues:
Target-82% Mervyn’s-10% Marshall Field’s-7%
Principle Products and Services Clothes for men, women and
children Featuring Mossimo, Swell by Cynthia
Rowley and Ilene Rosenzweig, Liz Lange, Michael Graves and Cherokee
Toiletries, Electronics, Toys, Sporting Goods, Housewares
Finance
Market Capital-$23,871,500,000 Last Year Revenue-
$27,757,000,000 14,000 Shareholders 908.7 million outstanding shares
Finance Cont Five-Year summary
Year Sales Net Income2001 $39,888,000,000 $1,368,000,000
2000 $36,903,000,000 $1,264,000,000
1999 $33,702,000,000 $1,144,000,000
1998 $30,662,000,000 $935,000,000
1997 $27,487,000,000 $751,000,000
Strengths Brand Image
-Target-”Expect More…Pay Less” -Mervyn’s-”Big Brands at Small Prices”
New Wave of Advertising High level of quality and satisfaction
Fairly new company and stores Stores have access to more than 100,000
different items from more than 10,000 different vendors
Strengths Cont. Customer Service
Create friendly, helpful minded employees to make shopping at Target Corp. stores a pleasant experience
The Customer Service Center is open 7a.m.-8p.m. CST seven days a week
80% of all calls are answered within 20 seconds
100% of emails are responded to within 8 hours
Strengths Cont. Community Service
In 2001 Target Corp. gave over 2.5% ($86 million) of their income to charities
Ranked #1 on Forbes Magazine list of America’s Top Philanthropic Companies
1946-Tradition of giving back to the community began-$400 million has been given back
No Child Left Behind program
Weaknesses Behind Wal-Mart in quarterly earnings No greeter to welcome patrons Misconception that low price is evident
of low quality Lack of recognition of Mervyn’s and
Marshall Field’s
Competitors Bed Bath&Beyond Best Buy CVS Costco Wholesale Dillard’s Dollar General Federated Foot Locker J.C. Penney Kmart
Linens ‘n Things Nordstrom Saks Inc. Sears Spiegel The Gap Kroger Neiman Marcus Toys “R” Us Wal-Mart
Threats Perception of product quality Key competitors
Federated Kmart Wal-Mart
Improving Reputation Building guest loyalty
and enhancing profitability
Use of the Internet Community involvement Continuous growth and
expansion through construction of new stores
Recommendation Plan Publics
Middle-class families and 18-34 year olds
Objectives Increase awareness of quality of goods Increase corporation unity among three
stores Increase nationwide awareness of
Marshall Field’s and Mervyn’s stores
Recommendation Plan Cont. Strategy-Increase unity among stores
Tactics “Expect More…Pay Less” Place Target Corporation logo on all ads for
Target, Marshall Field’s and Mervyn’s
Strategy-Promote quality of goods Tactics
Continue to bring in emerging designers Highlight designers and first-hand accounts in
advertisements
Recommendation Plan Cont. Strategy-Increase
awareness of all Target Corporation stores Tactics
“A Store, A State”