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2014 Target Case Competition
- 1. Food Localization: Niche Merchandising PRESENTEDBY 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! Companyoverview Project objective Initial SWOT Implementation After SWOT Questions 3/2/2014 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION Expect more, pay less!
- 3. Target - CompanyOverview Who are we? o Expect more, pay less! 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 Expect more, pay less!
- 4. Project Objective To gainlocal 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 Expect more, pay less!
- 5. SWOT Analysis asof 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: Expect more, pay less! ; 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 Expect more, pay less!
- 6. Implementation – OnlineSurveys 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 Expect more, pay less!
- 7. Implementation – ProductSpecific 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 Expect more, pay less!
- 8. Implementation – MobileApplication 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 Expect more, pay less!
- 9. Food Distribution CenterLocations Ft. Worth, Texas Phoenix, Arizona Lake City, Florida Cedar Falls, Iowa **West Jefferson, Ohio** 3/2/2014 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION Expect more, pay less!
- 10. Implementation – RegionalMap 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 Expect more, pay less!
- 11. Implementation – ProductSpecific Ex. Kansas City, MO. (Region) oKansas City Style 3/2/2014 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION Expect more, pay less!
- 12. SWOT Analysis AfterImplementation 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 Expect more, pay less!
- 13. Project Timeline 4 monthsof Research & Development 4 months of Implementation Adjustments 3/2/2014 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION Expect more, pay less!
- 14. Questions? 3/2/2014 ALPHA KAPPA PSI2014 TARGET CASE COMPETITION Expect more, pay less!
Editor's Notes
- #4 We are a company attempting to prove to our customers that they can get what they need, while getting the best deal.Expect more, Pay less! That’s our goal.