Analysis of Target Corporation, Disruptive Threats and Opportunities

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Analysis of Target Corporation
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Executive Summary
Target Corporation was established in the year 1962 a concept that was initiated by John F. Geisse with the aim of up scaling discount retailing. The first store was opened at 1515 West County Road B in Saint Paul of Roseville Minnesota. Later the company grew steadily and currently it’s ranked the second largest retail store in the United States that offers household essentials, food and pets supplies, accessories, and home furnishing goods among many other products. The corporation targets the US only and has an ecommerce platform called target.com. Currently the company operates 1799 stores and 38 distribution centers in the US CITATION CSA17 \l 1033 (CSA Staff). The Organizations mission statement is "Our mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise" CITATION Hit17 \p ;marketing91.com \l 1033 (Bhasin ;marketing91.com)
External Analysis
Opportunities
Target is identified as one of the businesses that have implemented the use of technology in a majority of their services. Their communication is designed that they talk to their consumers through the social media platforms such as twitter, Facebook, instagram, Linkedin and Tumbler. Their content is designed in form of reviews and images of their products. Through these online platforms they offer crucial information to their users in terms of the exclusive deals that they offer to the customers. The Target website is one of the easiest websites that is fairly popular among the Americans. The website can direct individual on the nearest locations which have the products that they are looking for. Also they have used the website as an experimenting tool where they test new products before they make them available in the stores CITATION Fru15 \l 1033 (Kiesha, SWOT analysis of Target Corporation).
The e-commerce venture proves to be one of the most attractive ventures for customers who could like to shop online. With their long standing online presence this could be a great opportunity for Target to expand much more on it. In the year 2008 the company established an in-store network channel called Channel Red which appeared in all its websites on the category of music and electronics. The reception of this strategy was overwhelming. In April 2015 they launched Lilly Pulitzer which almost crushed the website due to overwhelming reception from the clients. This was a fashion retailer which proved to be having a strong appeal to the consumers. If they can focus on fashion and use the online platforms in enhancing and selling of their fashion and style products this could be a good venture for the company.
Target demographics consists of women of the median age 42 with 50% of them having children and 48% of them have completed college and earn an average annual income of 63kCITATION Ten17 \p ;zenportifolios.ca \l 1033 (Chodon ;zenportifolios.ca). The Target focuses on lower income earners and it often emphasizes on long-lasting purchasing of groceries. With t...