Target: Multicultural Case Study

Meet The Team

Table of Contents

Mission Statement

History

Target Today

Situational Analysis


Source: U.S. Census Bureau, International Data Base, Table 094 <http://www,census.gov/ipc/www.idbprint.html>

2000 2010 2020 2030 2040 20500%

5%

10%

15%

20%

25%

13%

15%18%

20%22%

24%

Hispanic (of any race) Percent of Popula-tion Projections


2000 2010 2020 2030 2040 205011%

12%

13%

14%

15%

13%13%

14%14%

14%15%

African American Percent of Population Projections



2000 2010 2020 2030 2040 20500%

1%

2%

3%

4%

5%

6%

7%

8%

4%5%

5%6%

7%8%

Asian American Percent of Population Projections


Case Analysis

Primary Research

Primary Research

Easte

rn Eu

ropea

n

Hispan

ic/Lati

onAsia

n

African

-Ameri

canIndian

Middle Ea

stern

Greek

0%

5%

10%

15%

20%

25%

30%29%

27%

19%

11%

4%2% 1%

What is your ethnicity?

Primary Research

8%

44%

31%

17%

When I go to Target, I usually take (Of the multi-lingual respondents):

Train Bus

Walk Car

Primary Research

0

1 to 3

4 to 5

5 +

0% 10% 20% 30% 40% 50% 60% 70%

How many times per month do you shop at Target? (Of the multi-lingual respondents)

Primary Research

Prices

Ethnic Products

Location

Service

Multi-ligual Staff

Product Assortment

Convenience

Size of Store

Hours of Operation

Parking

0% 5% 10% 15% 20% 25% 30% 35%

33%

26%

18%

12%

8%

2%

1%

0%

0%

0%

How do the following factors influence where you shop? (Of the multi-lingual respondents that answered 'very high' to these options)

Competitors

CVS Jewel-Osco K-Mart Dominick's Walmart Walgreen's Traget0

10

20

30

40

50

60

How often do you frequent the following retailers?

1 (most frequency)2345 (least frequency)

Competitors – Wal-Mart

Competitors – K-Mart & Sears

Competitors – Costco

Competitors – Walgreens & CVS

Competitors – Jewel & Dominick’s

Competitors – Local Supermarkets & Deli’s

Trends in Multicultural Marketing

SWOT I

Relevant Topics

Relevant Topics – Products

64%21%

11% 4%

What multicultural products would you like for Target to offer?

FoodClothingMusicBooks

Relevant Topics – Products

Relevant Topics – Price

Relevant Topics – Promotion

13% 3%

10%

19%31%

23%1%

What types of advertisements have influenced your visits to Target? (Of the multi-lingual re-

spondents)

NewspaperInternetBus/Train BillboardsRadioWord of MouthTelevisionBillboards

1 (unlikely)

2

3

4

5 (likely)

0% 5% 10% 15% 20% 25% 30% 35%

4%

10%

23%

35%

28%

On a scale of 1-5, how likely would multi-lin-gual advertisements attract your attention to

shop at Target? (Of the multi-lingual re-spondents)

Relevant Topics – Promotion

Relevant Topics – Presentation


12%

44%

40%

4%

When I visit Target, I (usually) shop for (Of the multi-lingual respondents):

Myself

My Family

Both

Other

Relevant Topics – In-Store Signing

Unlikely

Somewhat Likely

Very Likely

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

21%

38%

41%

How likely are multi-lingual in-store and product signage to improve your shopping experience? (Of the multi-lingual

respondents)

Relevant Topics – In-Store Signing

Relevant Topics – Brands

Chicago Prototype

Short-Term Goals

Long-Term Goals

Summary

SWOT II

Target: Multicultural Case Study

Business

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