Charge: Conduct a competitive analysis of Target, and pitch new way to reach identified opportunity market

1. TARGET

2. Preliminary Research

3. Current State of Target
Strengths
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

4. 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

5. Competitors
Walmart:
• 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

6. Where Can We Improve?

7. Target can capture the
long-term purchasing power
of Millennials by building
brand loyalty through
engagement before they
establish shopping bias

8. Target University

9. Our Goal
To make Target the one-stop shop
for college students

10. The Design
• Modification of Target
Express
• Centered on college-
based needs
• Rotating product base

11. Details
• Student employees
• Personal shopping
• Fan section
• Kick-off barbeque

12. Online Presence
• Mobile-friendly
• Engaging content
• More than promotional
posting

13. Benefits & Risks
• Long-term loyalty
• Good, better, best
• New guest
• Lost connections
• Existing competition
• Product associations

14. 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

15. Final Analysis

16. 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

17. Let Target grow with you