Target is a large general merchandise retailer in the United States and Canada with over 1,900 stores. It has a mission of helping guests find inspiration and empowerment. Target uses innovation on both an organizational level and personal level ("two feet of innovation") through initiatives like exclusive brands and partnerships, mobile apps, website upgrades, and a culture that values diversity, community involvement, and employee satisfaction. Target draws inspiration from around the world to develop new products and keeps innovating its stores, services, and digital presence to continually improve the customer experience.

1. Assignment 1
Katie Huntley

2. Innovation and Industry
Target Brands, Inc. (2015). Target. Retrieved from Target: www.target.com

3. “Expect More, Pay Less”
• 1,934 Stores in the United States and Canada
• 40 Distribution Centers
• 366,000 Team Members
• Online Store
• Apps
• Second largest general merchandise retailer in
America
• CEO: Brian Cornell
Target Brands, Inc. (2015). corporate fact sheet. Retrieved from Target: http://pressroom.target.com/corporate75hGKTZrWkoxKiXDuW-
FJ0RVlXQ&bvm=bv.83829542,d.eXY

4. Mission
Target Brands, Inc. (2015). Mission and values. Retrieved from Target: https://corporate.target.com/about/mission-values/

5. Values
• Design
• Diversity
• Great guest services
• More for your money
• Giving
Target Brands, Inc. (2015). Mission and values. Retrieved from Target: https://corporate.target.com/about/mission-values/

6. History
• First store opened in 1962 in Roseville, MN
• Khaki and red became the trend in 1993
• First store in Canada opened in 2013
• “Bullseye” or “Spot” the mascot came in 1999
T
Target Brands, Inc. (2015). corporate fact sheet. Retrieved from Target: http://pressroom.target.com/corporate75hGKTZrWkoxKiXDuW-
FJ0RVlXQ&bvm=bv.83829542,d.eXY
Target Brands, Inc. (2015). History. Retrieved from Target: https://corporate.target.com/about/history/

7. Target Customers
• Median age of 40
• Median household income of approx. $64K
• Approximately 43% have children at home
• About 57% have completed college
Target Brands, Inc. (2015). corporate fact sheet. Retrieved from Target: http://pressroom.target.com/corporate75hGKTZrWkoxKiXDuW-
FJ0RVlXQ&bvm=bv.83829542,d.eXY

8. SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
“Helps a company determine how to increase internal strengths
and minimize weaknesses and maximize external opportunities
and minimize external threats” (Williams, 2013).
Williams, C. (2013). Management (7th ed.). Mason, Ohio: Cengage: SouthWestern.
Internal
External

9. Strengths
• Brands
• Community contribution
• Credit & debit card
• “Higher-end” store than most competitors
• Exclusives
• Cartwheel phone app
• Commitment to guests, employees & community
• Regular, express & super stores
• Partners with Starbucks
Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about/shopping-experience
Target Brands, Inc. (2015). Discover Target. Retrieved from Target: https://corporate.target.com/discover/design-innovation
Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about
Target Brands, Inc. (2015). corporate fact sheet. Retrieved from Target: http://pressroom.target.com/corporate75hGKTZrWkoxKiXDuW-
FJ0RVlXQ&bvm=bv.83829542,d.eXY

10. Weaknesses
• Prices not as low as some competitors
• Less stores than competitors
• Recent data breach
• Not as global as competitors
• No layaway
Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about/shopping-experience
Target Brands, Inc. (2015). Discover Target. Retrieved from Target: https://corporate.target.com/discover/design-innovation
Target Brands, Inc. (2015). Target. Retrieved from Target: www.target.com
Google Inc. (2015). How many stores does Wal-Mart have? Retrieved from Google:
https://www.google.com/search?q=how+many+stores+does+walmart+have%3F&oq=how+many+stores+does+walmart+have%3F&aqs=chrome..69i57j0l5.
4706j1j4&sourceid=chrome&es_sm=93&ie=UTF-8
Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about
Target Brands, Inc. (2015). corporate fact sheet. Retrieved from Target: http://pressroom.target.com/corporate75hGKTZrWkoxKiXDuW-
FJ0RVlXQ&bvm=bv.83829542,d.eXY
Target Brands, Inc. (2015). History. Retrieved from Target: https://corporate.target.com/about/history/
Target Brands, Inc. (2015). Mission and values. Retrieved from Target: https://corporate.target.com/about/mission-values/

11. Opportunities
• Tap into the global community
• Partner with more celebrities, artists, designers,
and companies for Target “exclusives”
• Discounts, clearance and sales
• More Target stores offer Starbucks
• Offering free card monitoring
Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about/shopping-experience
Target Brands, Inc. (2015). Discover Target. Retrieved from Target: https://corporate.target.com/discover/design-innovation
Target Brands, Inc. (2015). Target. Retrieved from Target: www.target.com
Google Inc. (2015). How many stores does Wal-Mart have? Retrieved from Google:
https://www.google.com/search?q=how+many+stores+does+walmart+have%3F&oq=how+many+stores+does+walmart+have%3F&aqs=chrome..69i57j0l5.4706j1j4&sourcei
d=chrome&es_sm=93&ie=UTF-8
Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about
Target Brands, Inc. (2015). corporate fact sheet. Retrieved from Target: http://pressroom.target.com/corporate75hGKTZrWkoxKiXDuW-FJ0RVlXQ&bvm=bv.83829542,d.eXY
Target Brands, Inc. (2015). History. Retrieved from Target: https://corporate.target.com/about/history/
Target Brands, Inc. (2015). Mission and values. Retrieved from Target: https://corporate.target.com/about/mission-values/
Williams, C. (2013). Management (7th ed.). Mason, Ohio: Cengage: SouthWestern.

12. Threats
• Competitive pricing
• Economic standing
• Computer hacking
• Data breaches

13. Competitors
• Wal-Mart
• K-Mart
• Kohl's
• Rite-Aid
• Walgreens
• CVS

14. Why Innovation is Important?
• “Organizational innovation is the successful
implementation of creative ideas”
• “Creates competitive advantage”
• “Technology cycle transformation”
(Williams, 2013)
Williams, C. (2013). Management (7th ed.). Mason, Ohio: Cengage: SouthWestern.

15. Feet of Innovation
“Stand on Both Feet”
Organizationally & Personally
Eckmann, H., & James, L. C. (n.d.). Two Feet of Innovation. Retrieved from brandman.blackboard.com: https://brandman.blackboard.com/bbcswebdav/pid-
7020008-dt-content-rid-9527663_2/courses/OL-201521-MGTU-301-
OL3/Week%20Two/Documents%20%26%20Resources%20Two%20Feet%20of%20Innovation/Two%20Feet%20of%20Innovation.pdf
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAYQjB0&url=http%3A%2F%2Flol-rofl.com%2Ffeet-
cartoon%2F&ei=1vW6VLWaLsmcgwT-hIHACA&bvm=bv.83829542,d.eXY&psig=AFQjCNEPXRNZ9Xgs9FnYVzAALfYgEH67fg&ust=1421625178762140
Process
Improvement Innovation

16. Which Foot Does Target Use More?
I think that Target uses both feet of innovation (what they
can do to make their company better & what new ideas
they have to make their company better) equally,
although the left foot I noticed has more on their list.
They do put in the same amount of effort on both feet.
After reviewing their website, they have a good grasp on
both feet, which is what makes them so successful.

17. Feet of Innovation
Left Foot
• Brands only available at Target
• Website upgrades
• Seasonal designs
• Holiday campaigns
• Gaining partners (Designers,
companies, music, artists) to
create “only @ Target”
exclusives.
• Fashion shows
• Self checkout
• Continues to partner with
suppliers who are certified
minority or women owned
Right Foot
• Cartwheel application
• Target “Express”
• 2015 Human Rights
Campaign (Scored 100%)
• Volunteering
• Store Pickup

18. Organizations Culture
“Set of key values, beliefs, and attitudes shared by
organizational members that determines the
accepted way of doing things in a company”
(Williams, 2013).
Target’s product development team travels the
world for ideas and inspiration.
Williams, C. (2013). Management (7th ed.). Mason, Ohio: Cengage: SouthWestern.
Target Brands, Inc. (2014, May 27). never a normal day: an inside look at Target’s Product Development team. Retrieved from Target:
https://corporate.target.com/discover/article/never-a-normal-day-an-inside-look-at-Target-s-Prod

19. Culture of Innovation
• Target stores
• Super Targets
• Target Express
• Guest services
• Diversity
• Mobile Apps
• Website
• Partnerships
• Employee satisfaction
• Committed to the
community
• Mission & Values
• Redcard
• Online sales & cartwheel
• Partnerships and
exclusives
Biggest Initiatives:
• Subscriptions
• Store Pickup
• Cartwheel
Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about/shopping-experience
Target Brands, Inc. (2015). Discover Target. Retrieved from Target: https://corporate.target.com/discover/design-innovation
Target Brands, Inc. (2015). Target. Retrieved from Target: www.target.com
Target Brands, Inc. (2014, May 27). never a normal day: an inside look at Target’s Product Development team. Retrieved from Target: https://corporate.target.com/discover/article/never-a-normal-day-an-inside-look-at-
Target-s-Prod
Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about
Target Brands, Inc. (2015). corporate fact sheet. Retrieved from Target: http://pressroom.target.com/corporate75hGKTZrWkoxKiXDuW-FJ0RVlXQ&bvm=bv.83829542,d.eXY

20. Work Cited
• Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about/shopping-
experience
• Target Brands, Inc. (2015). Discover Target. Retrieved from Target: https://corporate.target.com/discover/design-
innovation
• Target Brands, Inc. (2015). Target. Retrieved from Target: www.target.com
• Eckmann, H., & James, L. C. (n.d.). Two Feet of Innovation. Retrieved from brandman.blackboard.com:
https://brandman.blackboard.com/bbcswebdav/pid-7020008-dt-content-rid-9527663_2/courses/OL-201521-
MGTU-301-
OL3/Week%20Two/Documents%20%26%20Resources%20Two%20Feet%20of%20Innovation/Two%20Feet%20of%
20Innovation.pdf
• Google Inc. (2015). How many stores does Wal-Mart have? Retrieved from Google:
https://www.google.com/search?q=how+many+stores+does+walmart+have%3F&oq=how+many+stores+does+wa
lmart+have%3F&aqs=chrome..69i57j0l5.4706j1j4&sourceid=chrome&es_sm=93&ie=UTF-8
• Target Brands, Inc. (2014, May 27). never a normal day: an inside look at Target’s Product Development team.
Retrieved from Target: https://corporate.target.com/discover/article/never-a-normal-day-an-inside-look-at-Target-
s-Prod
• Target Brands, Inc. (2015). About Target. Retrieved from Target: https://corporate.target.com/about
• Target Brands, Inc. (2015). corporate fact sheet. Retrieved from Target:
http://pressroom.target.com/corporate75hGKTZrWkoxKiXDuW-FJ0RVlXQ&bvm=bv.83829542,d.eXY
• Target Brands, Inc. (2015). History. Retrieved from Target: https://corporate.target.com/about/history/
• Target Brands, Inc. (2015). Mission and values. Retrieved from Target: https://corporate.target.com/about/mission-
values/
• Williams, C. (2013). Management (7th ed.). Mason, Ohio: Cengage: SouthWestern.