Marketing Strategy Of The E Commerce King

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Target Corporation is the second largest discount retailer in North America – one of the “Big 3” within the United States along with Wal-Mart and Kmart. The chain has roughly over 1800 locations across the country, employs 341,000 individuals and in 2015 drew in revenue totalling US$73.785 billion (A$97.380). Target’s store formats include its discount stores Target, and the hypermarket SuperTarget along with private label brands encompassing consumable goods, furniture and electronics. The brand is often associated with its desire to provide a balance between quality and affordability to its more youthful, image-conscious demographic. This is reflected in their mission statement of “delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling their promise of expecting more and paying less.” Target’s main competitors are Walmart and Kmart who operate similar discount retail chains, with the former leading by employing competitive pricing through a lesser focus on quality and dominating the market with its massive product mix. Amazon, the e-commerce king, is another key player within the competitive environment. Its digital focus, obvious lead, ubiquitousness and minimized physical infrastructure make it a serious barrier to entry into the online retail market, a point that, as digital purchasing becomes more prevalent, all retail brands are having to reckon with. Brief History and Business Outline Founded in 1903 by
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