TARGET

Preliminary Research

Current State of TargetStrengths

Opportunities

Weaknesses

Threats

• Shopper Experience: wider aisle, lighting behind shelves, cleanliness

• Consistent quality across product assortment

• Ability to serve as one-stop shop• Exclusive product lines and brands (Lilly

Pulitzer)

• Lack of awareness of Cartwheel beyond segment of Target guests

• Lack of marketing to “non-target” group• Inability to compete with specialty stores• P-Fresh’s inability to bring in customers

consistently• Unprofitable electronic department

• Become elite “one stop shop” • Build relationships through engaging social

media• Reach new target groups and marketing to

diverse people

• Losing customers to specialty stores• Competition is moving online and growing

faster• Customers that have never experienced

Target

The Target Guest

Desired Actual Missed

• Understand and speak to the values that drive them

• Understand their realistic lifestyles and experiences and find ways to amplify their reality

• Make sure they feel informed and involved, not just marketed to

CompetitorsWalmart:• Perceived lower

prices• In-store

organization of product segments

• Ease of online store navigation

Amazon:• Credibility with

customer• Overall website

structure• Wider product

variety

Kroger:• Interactive guest

relationship• Loyalty best

practice• Atmosphere

matches product

Where Can We Improve?

Target can capture the long-term purchasing power

of Millennials by building brand loyalty through

engagement before they establish shopping bias

Target University

Our Goal

To make Target the one-stop shop for college students

The Design

• Modification of Target Express

• Centered on college-based needs

• Rotating product base

Details

• Student employees• Personal shopping• Fan section • Kick-off barbeque

Online Presence

• Mobile-friendly• Engaging content• More than promotional

posting

Benefits & Risks

• Long-term loyalty

• Good, better, best

• New guest • Lost connections

• Existing competition

• Product associations

Implementation

Short Term Long Term

• Open store locations

beginning with select mid-

size towns

• Launch digital redesign

• Engage and attract local

college students

• Foster long-term loyalty

with young Millennials

• Transition guests to other

Target stores

• Establish brand that grows

with you

Final Analysis

Future Model

• Strong relationships with new sector of consumers

• Revamped social media platforms that interact with consumer

• Stores catering to varying guest purchasing behaviors

• Cannot compete with specialty stores• PFresh’s inability to bring in customers

consistently• Unprofitable electronic department

• Become elite “one stop shop” • Build relationships through engaging social

media• Reach new target groups and marketing to

diverse people

• Losing customers to specialty stores• Competition is moving online and growing

faster• Customers that have never experienced

Target

Strengths Weaknesses

Opportunities Threats

Let Target grow with you