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Project Objective: To gain local relevancy while maintaining corporate brand, margin goals, and commitment to shareholders in order to provide a relevant shopping experience for Target customers. Managed a team of four members to obtain an overall goal; Studied demographics and geographics in order to determine consumer preferences base on regionalization throughout the United States and Canada, Researched and developed the concept of mobile application implementation in Target stores across these regions, allowing sales and product promotions to be delivered to customers via email & mobile notifications; Regionalized areas of the United States and Canada based on location of Distribution Centers, Food Distribution Centers, and Corporate Offices to analyze best delivery of implementation of new ideas; Consulted with upper-management to improve product niche merchandising and later presented ideas to these members of the Target team; Placed 2nd out of 24 competing teams in overall competition.
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Food Localization:
Niche Merchandising
PRESENTED BY EXECUTIVE DETECTIVES:LINDSAY BRIGHTWELL
EILEEN CORLEY
MICHAEL DIGIORGIO
FAWNA WASSON
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
What to Expect!Company overviewProject objectiveInitial SWOTImplementationAfter SWOTQuestions
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Target - Company OverviewWho are we?
oExpect more, pay less!
Who are our guests? oAvg. Age = 40oAvg. Income = $64,000oCollege Education = 55%oChildren at Home= 43%
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US Age Demographics
Under 18 18-65 Over 65
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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.
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
SWOT Analysis as of NowStrengths Weaknesses Opportunities ThreatsFeed the latest trends; one-stop-shop; visually appealing stores;
Brand awareness: Expect more, pay less! ;1st largest retail in America
Products not segmented; low inventory; self-service focus;
Damage reputation (Data Security Breach);Not always lowest prices;Stores are not location specific
Product promotion; store expansion; demand for private label products
Room for new localized merchandise
In EXPANSION of business cycle!
Economic growth; unemployment; inflation;
Competition: Costco, K-Mart, & Wal-Mart
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Online SurveysBrief surveyoAllows 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) Tangyb) Originalc) Spicyd) Other – Please indicate!
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Product SpecificRegionalized BBQ sauce – store locationoThrough FDC
Promotions (Location Specific)oREDcard Exclusive OffersoiBeacon – discounts according to locationoBOGO – Compliments in economics
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Mobile ApplicationiBeaconoPromo’s according to locationCertain products, certain areas
oTexts/Notifications while in store
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Food Distribution Center LocationsFt. Worth, TexasPhoenix, ArizonaLake City, FloridaCedar Falls, Iowa**West Jefferson, Ohio**
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04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Regional MapMidwest RegionoRegion specific according to preference and stock store locations accordingly.
Expect more, pay less!
Tomato & sugar
Mop sauce/spicy
Tomato & vinegar Vinegar/mustard
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Product Specific Ex.Kansas City, MO. (Region)oKansas City Style
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
SWOT Analysis After Implementation
Expect more, pay less!
Strengths Weaknesses Opportunities ThreatsTargeted 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
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Project Timeline4 months of Research &
Development
4 months of Implementation
Adjustments
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Questions?
Expect more, pay less!
