Target Corporation.

EXTERNAL ANALYSIS FOR TARGET CORPORATION

CHAPTER 1

1.0 INTRODUCTION

Target Corporation or Target specializes in the retailing business is an American

company headquartered in Minneapolis, Minnesota. The company was first founded as

Dayton Dry Goods Company which was later on converted into Dayton Hudson

Corporation. The Dayton Corporation started its first Target discount store in 1962.

Target grew and eventually became the largest division of Dayton Hudson Corporation,

culminating in the company being renamed as Target Corporation in August 1990

(Pederson, 2004).

Target is the second largest discount retailer in United States after Walmart (Bloomberg,

2009) and it is ranked at number 30 on the Fortune 500 as of 2010 (one source, 2011) and

is a component of the Standard & Poor's 500 index.. Target operates general merchandise

stores with an assortment of general merchandise and food items. During the fiscal year

ended January 30, 2010, the Target stores also included a deeper food assortment,

including perishables and an offering of dry, dairy and frozen items (Annual Report,

2010).

CHAPTER 2

2.0 SWOT ANALYSIS

2.1 SWOT MATRIX

The SWOT analysis of Target Corporation is as follows:

Strengths

Celebrity endorsements

Strong brand awareness and

recognition

Business and operations strategies

Employee retention

Design and innovation

Weaknesses

Low global presence

Quality obsession

Litigation

Opportunities

Global expansion

Tapping the untapped

Focus on private label products

Threats

Economic condition

Fierce competition

2.1.1 STRENGTHS

Target Corporation has a very strong brand. The Target brand, the color red and

the bull’s eye logo are recognized by more than 97% of the United States population

(Target Facts sheet, 2007; Community Grand Forks, 2007). For more than a decade their

brand promise has been “Expect More-Pay Less.” The target brand has become an icon

for all that is hip, cool and stylish in the world of retail. The company has established a

relationship with the younger consumers due to its ads and partnerships with designers

such as Mossimo, Issac Mizrahi, Liz Lange, Amy Coe, and Michael Graves. Target has a

total of 1,750 stores in the United States (USSEC, 2011). Target’s advertising campaigns

and unique marketing tactics have positioned the company as a “cool” discount store. It

has store in almost all the states of United States except Vermont (USSEC, 2011). One of

its strength is its ability to anticipate the demands of the customers and its ability to

provide high-quality and innovative products which in return make their customers

become loyal of availing all their services and products.

2.1.2 WEAKNESSES

Target Corporation is currently located only in the United States. There are 3

states (Alaska, Hawaii, and Vermont) that are currently void of Target stores (USSEC,

2011). They may benefit by expanding in these states as well as globally. As compared to

its competitor, it has little or no international presence in the markets. Unfortunately for

Target, they have been the victim of numerous lawsuits in recent years. It has lost its

focus from its markets and business goals in resolving lawsuits against the company. It’s

over emphasis upon the quality of products makes its products expensive than its

competitor Wal-Mart.

2.1.3 OPPORTUNITIES

There are number of opportunities available to Target corporation among them is

expanding businesses unit to the global markets. This would be highly beneficial to the

company. Considering the developing markets of China and India, there are millions of

customers that can be had. Expanding globally would also take a bite out of Wal-Mart,

their number one competitor. By entering foreign markets, Target may be less susceptible

to a US slowdown in the economy. While Target is doing a considerable domestic

expansion they may benefit from tapping un-entered US markets. There are currently 3

states that have no Target presence. They could take steps to place retail stores in Alaska,

Hawaii, and Vermont. Apart from the expansion, Target has an excellent reputation with

their brands at this point and would be wise to continue improving and expanding them.

2.1.4 THREATS

The biggest threat faced by Target Corporation is the competition among the

local, national and international retail companies. The retail business is a cut throat

competition. The market players have multitude of businesses across various states of US

and around the globe. Moreover, many companies are merging and becoming large

entities. For instance, the recent merger of K-Mart and Sears has allowed them to offer

each other’s product lines in both stores reaching a larger consumer base. Another threat

faced by all these market players is the recession faced by the US economy. Target’s

revenue growth will likely be affected. The housing market crisis combined with an

increase in food and utility prices leaves consumers with less disposable income. Since

Target only operates in the United States they don’t have the ability to fall back on their

foreign markets.

CHAPTER 3

3.0 PESTEL ANALYSIS

The PESTEL analysis contains the analysis of Political, Economic, Social,

Technological, Environmental and Legal environments of a country with reference to a

particular object. The PESTEL analysis of The Home Depot Inc. is as follows:

3.1 POLITICAL

The political environment plays very important role in the changes and

transformation overtime in the regulations and the share of the retail stores in the

healthcare bill. The political environment has huge impact on the business of Target

Corporation. The regulations in retail industry has negative trend on the businesses of

market players because the regulations tend to change the industry very easily and can

affect the business adversely in terms of increased cost. The healthcare bill, on the other

hand, will have positive effects on Target Corporation because the bill will aid in

controlling the prices of the medicines in the market which in return will help the

consumers, as well as the company. The general retail industry has greatly benefited

from the liberalization of international trade. With the lowering of US tariffs and the

ending of Europe’s Multi Fiber Agreement, these markets now benefit from the

availability of low cost labor (Datamonitor, 2007).

3.2 ECONOMIC

There is an overall increase in the prices of fuel around the globe. This increase has

adversely affected the businesses operations of various companies. Target Corporation

must find a way to manage the increased cost of its fuel prices for the distribution

networks as well as to aid in saving the environment. The current economic situation

within the United States could pose problems for retailers operating within the country.

The threat of recession looms over consumers who have increasingly become more frugal

with their spending habits (Datamonitor, 2007). This shift to economic frugality benefits

the firms implementing a price leadership strategy. As the economy worsens the price of

crude oil continues to rises. The changing cost increases a firm’s costs associated with

energy, transportation, and raw materials. Logistical modifications must be made to

accommodate the rise in oil prices (Datamonitor, 2007). The price increase also directly

affects consumers. Energy and transportation costs for consumers also rise. A greater

proportion of disposable income must be allotted to cover these expenses (Datamonitor,

2007). Because of the deteriorating economic situation, firms must find ways to motivate

sales.

3.3 SOCIAL

Target is committed to provide support to community through their business

strategies. The community involvement has strengthened the brand image and reputation

of the company. They hire and develop diverse group of team members in all the

locations. Target further more offers a selection of products in the stores that appeal to

their guests’ wide-ranging tastes, cultures and lifestyles. Fostering an inclusive culture

has long been one of their strengths, and will continue to be an important part their

business strategy as they expand into new markets. Target is an employer of choice for

talented, high-potential team members and offers variety of pay-and-benefit plans and

programs for different stages of life, as well as tools and resources to help team members

manage their physical, emotional and financial well-being (Target Social Responsibility,

2011).

3.4 TECHNOLOGICAL

Technology is the main driving force that has direct impact on the sales and the

market share of a company. Research has shown consumers in developed nations prefer a

relaxed, uncomplicated shopping experience. With the proliferation of company websites,

consumers can now peruse available products anywhere internet access is available

(Datamonitor, 2007). Target Corporation has joined forces with Visa U.S.A. to become

the first U.S. retailer to enhance the shopping experience for millions of its guests

through the introduction of Target smart Visa cards (Target Corporation, 2001). As of

2010, Target announced that its guests no longer need to carry their Target GiftCards in

order to redeem them; they can now save GiftCard information to a PIN-secure account

on the Target.com mobile site. All that’s needed is a mobile phone with Internet

capabilities, which a guest can use to retrieve GiftCard barcodes for scanning at checkout

(Target Corporation, 2010).

3.5 ENVIRONMENTAL

Target is trying to be a responsible corporation in terms of environmental safety and

protection initiatives. It seeks to understand the impact of carrying out business practices

on the environment. They try to offer natural, organic and eco-friendly products to their

customers, influence their venders to embrace practices that are in coherence with the

environment, avoid the use of technology or practices that are source of carbon dioxide,

and the use of resources effectively and efficiently in order to meet the environmental

challenges (Target Environmental policy, 2008).

3.6 LEGAL

There are incidences that the Target Corporation was alleged for various law

suits. Among them are the racial discrimination suit against Target Corporation (NFB,

2008), racial discrimination lawsuit (2007) and fines paid for selling outlawed aerosol

confetti string to US EPA .The company is trying hard to save its face by paying off all

the expenses and fines incurred for the law suits against it. These negative promotions

have severely damaged the face of organization and its public dealings.

CHAPTER 4

4.0 PORTER’S FIVE FORCES ANALYSIS

4.1 RIVALRY AMONG ESTABLISHED COMPETITIONS

  The level of competition is strong in the retail industry. Target has three main

competitors and the level of competition is intense. Its main rivals include Wal-Mart

stores, Home Depot, Seers and Costco Wholesale Corp. All of these competitors produce

similar products as well as offer same services to consumers. Target Corporation is using

internet based action via its website, internet ads, partnerships and mergers etc. to combat

competition.

4.2 BARGAINING POWER OF SUPPLIERS

The level of bargaining power of suppliers to drive their profits from the market

players is pretty fair. Target is using diverse range of suppliers to meet its requirements.

For this many suppliers have to give discounts and other incentives in order to remain in

business and meet the challenges imposed by the other suppliers in the market. Through

these suppliers, Target Corp. is able to offer products that are of high standards. Target

Corp. can find other suppliers that can provide its supply needs. Thus, the power of the

suppliers in the industry is then counterbalanced by the availability of substitutes.

4.3 THE BARGAINING POWER OF BUYERS

The bargaining power of buyers is very high in the case of retail business. Due to

the presence of various similar services providers the customer tends to switch to the

other if they find their product better in terms of quality and prices. There are a number of

factors that support this claim. For instance, buyer power is high as many substitutes are

made available to the market. With this source of buyer power, buyers tend to have a

greater control over the manufacturers. Target Corp. is considered as the retail store that

caters to the younger and more educated and well-off clientele as to compare with its

rival.

4.4 THE THREAT OF SUBSTITUTE PRODUCTS OR SERVICES

The threat of substitute products in case of Target Corporation is high. There are

various retailers in the market competing with each other. This makes the great degree of

availability of alternative products to the buyers. They have significant amount of product

choices and option available. The high rate of substitutes for products is then considered

a threat for Target Corp.

4.5 THE THREAT OF THE ENTRY OF NEW COMPETITORS

            There are certain barriers to entry in the markets currently. This means that the

threat of new competitors in the markets is low. The new entrants have to comply with

the government regulations in order to enter the markets. There are trade restrictions

imposed on various levels that discourages many new entrants to start their business set

up. In retail industry, Target Corp. and its counter parts are protected by a number of

barriers to entry, which makes it difficult for new business entrants to rise and compete.

One of these barriers is the requirement of huge working capital to start the business

operations in order to compete with the existing giants in the market. In order to acquire

the right workforce, supplies and distribution channels, the starting company must have a

high initial capital. This barrier to entry then prevents other firms to compete effectively

with other global companies such as Target Corp.

           Another significant barrier to the new entrants of markets is the difficulty to access

the distribution channels abroad. To carry out the retailing business, the firm must have

an effective globalization strategy and implementation of international business practices.

These important strategies on the other hand, take years to develop.

CHAPTER 5

5.0 RECOMMENDATIONS

This study provided brief overview on the external environment analysis of

Target Corporation. The findings of the study suggested that the Target Corporation

should focus on the following factors in order to excel its business and social image in the

world:

1. Expansion of business operations to the other parts of the world. The Target

Corporation is currently conducts its business practices in US only. They should

expand their business perspective and have a broader sense of doing things. For

this it should consider developing markets of Asia like India, China and Japan etc.

these markets show great potential of expansion and profitability.

2. Target Corporation is obsessed with the quality thingy. Quality concern is a good

thing but obsession is not. Target’s obsession of quality makes its products

expensive as compared to that of its competitor. Therefore it must devise effective

strategies to ensure high quality at economic prices.

3. Law suits against the company have badly affected the face of Target

organization. The cases of racial discrimination, suits by the blind community and

the gay community boycott etc. have adversely affected the public image of the

company and significantly hurt its profitability. It should develop effective CSR

strategies to ensure the public that Target is not an enemy instead it is highly

concerned for the environment, people and the betterment of the country. This

will help Target to restore its lost value and trust.

REFERENCES

Bruce, Charley (July 9, 2007). Target fined $120,000 for 'Spooky String, bizjournals.com. Retrieved on June 22, 2011 from http://www.bizjournals.com/twincities/stories/2007/07/09/daily20.html

Community of Grand Forks, 2007. University of North Dakota, Retrieved on June 22, 2011 from http://www.und.nodak.edu/dep/grad/html/gfinfo.html

Company News - Company News - Dayton Hudson Says It Will Change Its Name To Target. NYTimes.com. 2000-01-14. Retrieved on June 22, 2011 from

http://www.nytimes.com/2000/01/14/business/company-news-dayton-hudson- says-it-will-change-its-name-to-target.html

Corporate Social Responsibility, 2008. Target Corporation, Retrieved on June 22, 2011 from http://sites.target.com/site/en/company/page.jsp?

contentId=WCMP04- 034096

Datamonitor. (2007, 19 November). Datamonitor Target Corporation Profile. Retrieved on June 22, 2011, from EBSCO database.

(2007) Target Corporation. from Datamonitor

(2008) Our Values. Retrieved on June 22, 2011, from target.com http://sites.target.com/site/en/corporate/page.jsp?ref=nav%5Ffooter%5Fvalues&contentId=PRD03-001086

(2008) Our Facts. Retrieved on June 22, 2011 from target.com http://sites.target.com/site/en/corporate/page.jsp?contentId=PRD03- 001085

Environmental Responsibility, 2008. Target Corporation. Retrieved on June 22, 2011 from http://sites.target.com/site/en/company/page.jsp?contentId=WCMP04-034097

Fortune 1000 Companies, 2011. One Source Website, Retrieved on June 22, 2011 from http://www.onesource.com/free/Company/FortuneList/Fortune/0

National Federation of Blind, 2008. Target Corporation sued for discriminating against persons who are blind, Employment Law, Retrieved on June 22, 2011 from http://hr.cch.com/news/employment/033006a.asp

Pederson, J, P., 2004.International directory of company histories, Volume 62. St. James Press

Target Corporation Settles Racial Discrimination Lawsuit, 2007. Law in life Website,Retrieved on June 22, 2011 from http://lawinlife.wordpress.com/2007/01/27/target-corporation-settles-racial-discrimination-lawsuit/

Target, 2010. Annual Report, Retrieved on June 22, 2011 from http://sites.target.com/site/en/company/page.jsp?contentId=WCMP04-051711

Target Corporation, 2001. Press Release, Retrieved on June 22, 2011 from http://news.target.com/phoenix.zhtml?c=196187&p=irol-newsArticle&ID=805139&highlight=

Target Corporation, 2010. Target Mobile Technology, Press Release, Retrieved on June 22, 2011 from http://pressroom.target.com/pr/news/target-s-mobile-technology.aspx

USSEC, 2011. Target Corporation Form 10-k, Retrieved on June 22, 2011 from http://www.sec.gov/Archives/edgar/data/27419/000104746911002032/a2201861z10-k.htm

Wal-Mart Set to Repeat Share Gains, Grab Target Sales (Update3), 2009. Bloomberg.com. Retrieved on June 22, 2011 from http://www.bloomberg.com/apps/news?sid=aX.YYXT2sDwI&pid=newsarchive