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Catherine Davis Anna Goetz Corinne Gundersen Lauren 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)

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catherine davis anna goetz corinne gundersen lauren werner
Catherine Davis

Anna Goetz

Corinne Gundersen

Lauren Werner

history
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
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
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
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
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
Finance
  • Market Capital-$23,871,500,000
  • Last Year Revenue-$27,757,000,000
  • 14,000 Shareholders
  • 908.7 million outstanding shares
finance cont
Finance Cont
  • Five-Year summary
    • YearSalesNet Income

2001 $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
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
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 cont12
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
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

Competitors
threats
Threats
  • Perception of product

quality

  • Key competitors
    • Federated
    • Kmart
    • Wal-Mart
improving reputation
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
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
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 cont19
Recommendation Plan Cont.
  • Strategy-Increase awareness of all Target Corporation stores
    • Tactics
      • “A Store, A State”
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