Target Discount Retailing Case Study

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John F. Geisse, while working for the Dayton company developed the idea of upscale discount retailing. The Dayton Company approved of this concept and using Geisse's idea, opened the first Target discount store on May 1, 1962, located at 1515 West County Road B in the Saint Paul suburb of Roseville, Minnesota, while the original was torn down it was rebuilt and turned into a super target. The name "Target" originated from Stewart K. Widdess, Dayton's publicity director, and was meant to prevent consumers from associating the new discount store chain with the Dayton company. The first president of Target was Douglas Dayton. The new subsidiary ended its first year with four units, all in Minnesota. Target Stores lost money in its initial years
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