Company Profile S.W.O.T. Analysis Competitors Firm’s Position / Core Issue Business Level Strategy References

Among top 2 discount chains in the U.S.Operates 1, 740 storesWal-Mart is the primary competitorMission Statement:

“To make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise” (Target, 2010, para. 1).

The firmstylish discount chain

The industryWal-Mart, Costco, K-MartMarketing, price positioning, brand strength,

and differentiation

Strengths Brand Strength Differentiation Price positioning

Weaknesses Rising Write-offs Higher prices High dependence on

China

Opportunities Expansion of Electronics Strong presence in e-

commerce Food and grocery

Threats Low consumer

confidence Overlap in product

assortment policy on cards

Wal-Martbiggest discount retailer in the world408,214 million in revenue

Costcobiggest membership warehouse in the U.S.71,422 million in revenue

TargetSecond largest discount retail chain65,357 million in revenue

Core IssueWal-MartTarget produces only 20% compared to Wal-

MartFirm’s Position

To build brand loyaltyDifferentiate through style, quality, and trendy

products

Strategic Business UnitRetail, Food Centers, Pharmacy

Generic StrategiesConsumer FocusDifferentiation

Grand StrategiesProduct Development Technology and Innovation

Marketline Business Information Center. (2010). Target Corporation. Retrieved ---------------, from University of Phoenix Specialized databases.

Target. (2010). Our mission. Retrieved -------------, from http://sites.target.com/site/en/company/page.jsp?contentId=WCMP04-031699