Becca Hamilton and Katie Melone

Dr. Stolze
Principles of Marketing
October 30, 2015
Target Corporation Marketing Plan Outline

Environmental Analysis
Competitive Forces:
Costco, Wal-Mart, Amazon.com, Best-Buy are all competitors in Targets market
place.
Economic Forces:
Recovery phase, getting closer to prosperity
This benefits Target because people are more willing to buy goods they dont
need when shopping at a large store full of different products.
Political Forces:
Obamacare regulations and the raising of minimum wage are affecting
employees, which could raise cost for Target products.
Legal and Regulatory Forces:
EPA enforcing the Clean Air Act
Companies Creditors Arrangement Act for Target Co. Canada
Technological Forces:
Creation and updates to the Target app and website boost sales; increased
security after the data breach of 2013.
Sociocultural Forces:
CityTarget and SuperTarget are additions to the Target family that administer to
the unique demands of different geographic locations; CityTarget for the city and
SuperTarget for the suburbs.
Pressure from the community to offer local products and also be as sustainable
as possible.

Current Target Markets
Younger middle class merchants - median age 40
Families with children, especially young children who enjoy toy shopping
Millennials who want to be trendy but also stick to their budget.

SWOT Analysis
Strengths
Large product selection
1800 stores in the U.S.
High quality products
Strong brand awareness (esp. Target bullseye)
High charitable giving
Weaknesses
Very low global presence

 Higher prices than competitors (i.e. Walmart, K-Mart)

Lawsuits negatively affected brand
Many of the same brands in other stores
Grocery area
Opportunities
Expanding into the global market
Bringing in private brands/under marketed products
Bringing down prices of products
Have more designer partnerships (clothing)
Larger grocery area to compete with supermarkets
Threats
Competition from Walmart, K-Mart, etc.
Dependence on domestic market

Current objectives and performance
Sales
Total segment sales: $72.6 million
Growth
1.3% sales growth
ROI
12% Return on equity (ROE)
4.5% Return on assets (ROA)
Annual Revenue
$2.45 million in net earnings from continuing operations
$1.6 million net loss


References

Target Corp. 2014 Annual Report, 2015. Web. October 27, 2015.

Target Corp. 2011 Annual Report, 2015. Web. October 27, 2015.

Target Corp. Purpose and Beliefs, 2015. Web. 28 October 2015.

Haider, Zain. "Target Corporation Market Analysis." (2014): n. pag. Web. 27 Oct. 2015.

<http://www.slideshare.net/ZainHaider6/target-power-point-31127384>.

"Target Corporation." (n.d.): MarketLine Company Profiles Authority. Web. 27 Oct. 2015.

Stock Analysis on Net. Target Corp. (TGT) Profitability. Web. 29 October 2015.
<https://www.stock-analysis-on.net/NYSE/Company/Target-Corp/Ratios/Profitability#Ratios-
Summary>