Essay on Target Corporation

4245 Words Oct 27th, 2014 17 Pages
Company Overview
In the first part of our analysis, we give a brief introduction about Target Corporation and its main competitors, Costco and Wal-Mart, so that we can set some decision rules to allocate the resources.

Target Corporation
Brand Strategy Target Corporation has a very strong brand, and their logo is recognized by more than 97% of the United States population. One of Target’s strength is that the corporation has more than 1,750 stores in the United States, and it has store in almost all the states of United States. Another 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
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In order to keep the cost down, they also advertise very less. Table 2 SWOT Analysis of Costco Wholesale Strengths Low product and services Unique ability to keep overhead cost low resulting in low prices of goods and services Loyal and affluent customer base High inventory turnover comparing to its competitors Opportunities Costco’s operations is mainly targeted in countries where there is high GDP and high disposable income of the consumers with low inflation rate in the countries Rapid growth in membership Positive image in terms of employees pay and social responsibility Weakness Comparatively less attractive store layout for luxury items Weak advertisement base leading to the inability of reaching full range of membership base. Threats

Costco cannot attract people who are below poverty line due to its membership fees and bulk purchase High market expectation in terms of price, quality and financial performance

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Wal-Mart Supermarket
Brand Strategy The slogan of Wal-Mart is: “saving millions of people money so they could live better.” They focus on quantity rather than other things. They can offer a company a prime chance to get their product to a huge quantity even if they lose profit doing so. Table 3 SWOT Analysis of Costco Wholesale Strengths Powerful retail brand Has a reputation for value for money, convenience and a wide range of products all in one store Has experienced global expansion Information technology to support its international

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