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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 l.jpg

Catherine Davis

Anna Goetz

Corinne Gundersen

Lauren Werner

History l.jpg

  • 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

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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 l.jpg
Target Corporation

  • Nationwide Stores:

  • Target-1,167

  • Mervyn’s-265

  • Marshall Field’s-64

  • Target Corporation has 280,000 employees in 47 states

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Target Corporation Cont.

  • Upscale and Moderate price stores to Full-Scale department stores

  • 2001 Revenues:

    • Target-82%

    • Mervyn’s-10%

    • Marshall Field’s-7%

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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 l.jpg

  • Market Capital-$23,871,500,000

  • Last Year Revenue-$27,757,000,000

  • 14,000 Shareholders

  • 908.7 million outstanding shares

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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 l.jpg

  • 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 l.jpg
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

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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 l.jpg

  • 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 l.jpg

Bed Bath&Beyond

Best Buy


Costco Wholesale


Dollar General


Foot Locker

J.C. Penney


Linens ‘n Things


Saks Inc.



The Gap


Neiman Marcus

Toys “R” Us



Threats l.jpg

  • Perception of product


  • Key competitors

    • Federated

    • Kmart

    • Wal-Mart

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Improving Reputation

  • Building guest loyalty and enhancing profitability

  • Use of the Internet

  • Community involvement

  • Continuous growth and expansion through construction of new stores

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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

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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

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Recommendation Plan Cont.

  • Strategy-Increase awareness of all Target Corporation stores

    • Tactics

      • “A Store, A State”