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TARGET
Preliminary Research
Current State of TargetStrengths
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
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
CompetitorsWalmart:• 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
Where Can We Improve?
Target can capture the long-term purchasing power
of Millennials by building brand loyalty through
engagement before they establish shopping bias
Target University
Our Goal
To make Target the one-stop shop for college students
The Design
• Modification of Target Express
• Centered on college-based needs
• Rotating product base
Details
• Student employees• Personal shopping• Fan section • Kick-off barbeque
Online Presence
• Mobile-friendly• Engaging content• More than promotional
posting
Benefits & Risks
• Long-term loyalty
• Good, better, best
• New guest • Lost connections
• Existing competition
• Product associations
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
Final Analysis
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
Let Target grow with you