Catherine DavisAnna Goetz

Corinne GundersenLauren Werner

History 1903-Dayton Dept. Store opened in Minneapolis 1954-J.L. Hudson opened Northland center Two Companies merged in 1971 to become

Dayton Hudson Corp. (DHC) Over the years, DHC created Target stores and

acquired Mervyn’s and Marshall Field’s 2000-DHC changed its name to Target

Corporation and crafted this logo Target Corporation is America’s second largest

general merchandise retailer

Corporate Identity System Logo: Red Bull's-eye with Target

Corporation written above it

Slogans: Target- “Expect more…Pay less” Mervyn’s- “Big brands…small prices”

Target Corporation

Nationwide Stores: Target-1,167 Mervyn’s-265 Marshall Field’s-64 Target Corporation has 280,000

employees in 47 states

Target Corporation Cont. Upscale and Moderate price stores

to Full-Scale department stores 2001 Revenues:

Target-82% Mervyn’s-10% Marshall Field’s-7%

Principle Products and Services Clothes for men, women and

children Featuring Mossimo, Swell by Cynthia

Rowley and Ilene Rosenzweig, Liz Lange, Michael Graves and Cherokee

Toiletries, Electronics, Toys, Sporting Goods, Housewares

Finance

Market Capital-$23,871,500,000 Last Year Revenue-

$27,757,000,000 14,000 Shareholders 908.7 million outstanding shares

Finance Cont Five-Year summary

Year Sales Net Income2001 $39,888,000,000 $1,368,000,000

2000 $36,903,000,000 $1,264,000,000

1999 $33,702,000,000 $1,144,000,000

1998 $30,662,000,000 $935,000,000

1997 $27,487,000,000 $751,000,000

Strengths Brand Image

-Target-”Expect More…Pay Less” -Mervyn’s-”Big Brands at Small Prices”

New Wave of Advertising High level of quality and satisfaction

Fairly new company and stores Stores have access to more than 100,000

different items from more than 10,000 different vendors

Strengths Cont. Customer Service

Create friendly, helpful minded employees to make shopping at Target Corp. stores a pleasant experience

The Customer Service Center is open 7a.m.-8p.m. CST seven days a week

80% of all calls are answered within 20 seconds

100% of emails are responded to within 8 hours

Strengths Cont. Community Service

In 2001 Target Corp. gave over 2.5% ($86 million) of their income to charities

Ranked #1 on Forbes Magazine list of America’s Top Philanthropic Companies

1946-Tradition of giving back to the community began-$400 million has been given back

No Child Left Behind program

Weaknesses Behind Wal-Mart in quarterly earnings No greeter to welcome patrons Misconception that low price is evident

of low quality Lack of recognition of Mervyn’s and

Marshall Field’s

Competitors Bed Bath&Beyond Best Buy CVS Costco Wholesale Dillard’s Dollar General Federated Foot Locker J.C. Penney Kmart

Linens ‘n Things Nordstrom Saks Inc. Sears Spiegel The Gap Kroger Neiman Marcus Toys “R” Us Wal-Mart

Threats Perception of product quality Key competitors

Federated Kmart Wal-Mart

Improving Reputation Building guest loyalty

and enhancing profitability

Use of the Internet Community involvement Continuous growth and

expansion through construction of new stores

Recommendation Plan Publics

Middle-class families and 18-34 year olds

Objectives Increase awareness of quality of goods Increase corporation unity among three

stores Increase nationwide awareness of

Marshall Field’s and Mervyn’s stores

Recommendation Plan Cont. Strategy-Increase unity among stores

Tactics “Expect More…Pay Less” Place Target Corporation logo on all ads for

Target, Marshall Field’s and Mervyn’s

Strategy-Promote quality of goods Tactics

Continue to bring in emerging designers Highlight designers and first-hand accounts in

advertisements

Recommendation Plan Cont. Strategy-Increase

awareness of all Target Corporation stores Tactics

“A Store, A State”