By: Cindy Collazo, Priscila Parra, Erica Chiu,

Azra Radoncic, Matthew Costanzo, Jay Sosa

Target Presentation:

Phase A

Trends affecting overall retail Industry &

Consumer Behavior

Technology

Consumer Spending

Sustainability

Private Labels

Trends affecting Latino Segment & their

Consumer Behavior

• Heavily shoppers via mobile device

• Inclined to try new products/trend

followers

• Share trends via Social networks

• Enjoy shopping experience with their

children

Consumer Behavior Perceptions

on Latino Segment

• Need-base shopper

• Looks for product quality, price &

promotion

• Receptive to advertisement

• More product variety

• Seek value for money

• Store layout is imperative

Trends affecting Asian Segment &

their Consumer Behavior• Rising interest in multichannel shopping:

Online / Movie

• Increase interests in coupons: Online and booklets

• Greater preference for cultural sensitivity in products

• More sensible luxury brands

Consumer Behavior Perceptions Asian

Segment

• Poor organization of store layout

• Most products are affordable & good

quality

• Not enough variety in brands

• Positive: Locational convenience

• Good for shopping on a need basis

Trends affecting African-American

Segment & their Consumer Behavior

• Profound family value and ethnic tradition

• Limited amount of direct targeting media

• Barack Obama becoming president is a trend in the market place

• Education and professional achievements has increase their income

• Women are more likely to try new trends

Consumer Behavior Perceptions African

American Segment

• Feel like advertising is NOT directly targeted to

them

• Consumes more media than any other group: TV,

mobile, magazines

• Approves stores layout, though not satisfy with

service

• Recognizes affordable low prices

• Cherishes scents and flavors

Current Media for Target

• “Expect More, Pay Less”

• Target weekly circular is distributed to

over 50 million households each week

• Traditional print media and broadcast

commercials

Current Positioning for Target

• For middle-income customers, target

provides a fun shopping experience

because it creates a more upscale

atmosphere for customers.

Current Media for Wal-Mart

• Save Money, Live Better

• Wal-Mart can charge lower prices because it is more

efficient. It buys goods less expensive from producers,

requiring to cut costs.

• Wal-Mart stores sends out 13 circulars per year,

compared with 53 or more for their competitors.

• Wal-Mart's main advertising medium is television.

Totaling $524 million on TV advertisements.

• Price-sensitive merchandise is displayed in prominent

places such as kiosks at entrances, as well as on end caps,

in dump bins, and down main aisles.

• Wal-Mart is committed to providing low prices every day,

on everything. Price match!

Current Positioning for Wal-Mart

• For middle aged cost-conscious

customers, Wal-Mart provides the best

value for your money because they focus

on low prices.

Current Media for Costco

• Costco has no slogan

• Famous for turning the experience of warehouse

shopping into an adventure.

• The company never advertises, charges 64 million

members to shop there and doesn’t mark up any product

more than 15 percent.

• It’s a business model that works, generating $93 billion in

annual sales.

• What it does do is effectively targeting small-business

owners as its primary target audience.

Current Positioning for Costco

• For middle to upper-income customers,

Costco provides saving customers time

and money because they have bulk items

and branded merchandise at wholesale

prices

The End

APPENDIX

Overall Multi-Cultural Strengths

• Mainstream Product Variety

• Affordable to multi-cultural segments

• High Availability

• Strong marketing Initiatives

• Positive customer perception

Overall Multi-Cultural Weaknesses

• Difficult for multi-cultural segments to find certain products/targets American culture

• Majority of their advertisements are geared towards women

• Geographical concentration

• Prices are not as low as Wal-Mart’s

• Poor customer service

Overall Multi-Cultural Opportunities

• Global Expansion

• Communicate where their products are more effective to the multi-cultural segment.

• Comparable shopping

• More private labels

Overall Multi-Cultural Threats

• Top competitors: Wal-Mart & Kmart

• US economy slow down

• Costs of overhead increasing while trying to keep prices

low

• Increased minimum wages in the US

The End