The document outlines a project presented at a competition focused on food localization strategies for Target, aiming to enhance local relevance while adhering to corporate goals. It includes a SWOT analysis, survey implementation for customer preferences, and a regional product approach to merchandising. The proposed timeline spans eight months for research, development, and adjustments.

1. Food Localization:
Niche Merchandising
PRESENTED BY EXECUTIVE DETECTIVES:
L I N D S AY B R I G H T W E L L
EILEEN CORLEY
MICHAEL DIGIORGIO
FAW N A WA S S O N

2. What to Expect!
Company overview
Project objective
Initial SWOT
Implementation
After SWOT
Questions
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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3. Target - Company Overview
Who are we?
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US Age Demographics
Who are our guests?
o Avg. Age
o Avg. Income
o College Education
o Children at Home
3/2/2014
= 40
= $64,000
= 55%
= 43%
Under 18
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
18-65
Over 65
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4. Project Objective
To gain local relevancy while maintaining its corporate
brand, margin goals, and commitment to shareholders in
order to provide a relevant shopping experience for our
customers.
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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5. SWOT Analysis as of Now
Strengths
Weaknesses
Opportunities
Feed the latest trends;
one-stop-shop; visually
appealing stores;
Products not
segmented; low
inventory; self-service
focus;
Product promotion;
Economic growth;
store expansion;
unemployment;
demand for private label inflation;
products
Brand awareness:
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1st largest retail in
America
Damage reputation
(Data Security Breach);
Not always lowest
prices;
Stores are not location
specific
Room for new localized
merchandise
3/2/2014
Threats
Competition: Costco, KMart, & Wal-Mart
In EXPANSION of
business cycle!
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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6. Implementation – Online Surveys
Brief survey
oAllows customer to obtain additional discount on overall purchase
Implement at checkout
oInformation on store receipts
oExample:
Q: What style BBQ sauce do you prefer?
a)
b)
c)
d)
3/2/2014
Tangy
Original
Spicy
Other – Please indicate!
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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7. Implementation – Product Specific
Regionalized BBQ sauce – store location
oThrough FDC
Promotions (Location Specific)
oREDcard Exclusive Offers
oiBeacon – discounts according to location
oBOGO – Compliments in economics
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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8. Implementation – Mobile Application
iBeacon
oPromo’s according to location
Certain products, certain areas
oTexts/Notifications while in store
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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9. Food Distribution Center Locations
Ft. Worth, Texas
Phoenix, Arizona
Lake City, Florida
Cedar Falls, Iowa
**West Jefferson, Ohio**
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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10. Implementation – Regional Map
Midwest Region
oRegion specific according
to preference and stock store
locations accordingly.
Tomato
Vinegar/mustard
& sugar
Tomato & vinegar
Mop sauce/spicy
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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11. Implementation – Product Specific
Ex.
Kansas City, MO. (Region)
oKansas City Style
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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12. SWOT Analysis After Implementation
Strengths
Weaknesses
Opportunities
Threats
Targeted market due to
localized products;
relevant branding &
shopping experience for
customers.
Higher shipping cost;
customer rejection of
new brands;
Larger consumption;
growth to implement
with other products
Competitors can use
similar tactics; economy;
inflation;
unemployment
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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13. Project Timeline
4 months of
Research &
Development
4 months of
Implementation
Adjustments
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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14. Questions?
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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