What Was The Company Like Before The Change?

Better Essays
What was the company like before the change? The first Target store was officially opened in 1962. The Dayton Company, which created the Target brand, had the idea of creating a discount chain store in 1960. The idea was to “combine the best of the fashion world with the best of the discount world, a quality store with quality merchandise at discount prices, and a discount supermarket” ( After struggling to choose a name, they finally decided on Target. They chose it based on this idea: “As a marksman’s goal is to hit the center bulls-eye, the new store would do much the same in terms of retail goods, services, commitment to the community, price, value, and overall experience.” ( As the company grew in the 60s,…show more content…
Target’s creators had a history in retail before they opened the discount merchandise store. They had already built an empire through Dayton’s department stores. They offered quality apparel and goods to people and were praised for their high levels of customer service. When they entered the discount retail world they wanted to continue that tradition. Unfortunately, they were already struggling to keep up with Wal-Mart. Wal-Mart offered a one stop shop location where you can find clothing, groceries and other household items and deeply discounted prices. Target offered discount clothing and other household items but had yet to introduce grocery as Wal-Mart was beginning to sweep the nation. Target needed to reevaluate their place in the market and needed to strategize so that they could continue to compete with the box store giant. Until about 1990, Target was ahead of Wal-Mart. Target was the first retailer to reach $1 billion in sales, the first retailer to open a distribution center, and the first retailer to be praised for their active work in the community (Target). In 1990, Wal-Mart picked up speed and overtook Target to become the number one retailer in the in world (Walmart). Wal-Mart began vigorous expansion internationally beginning in Canada in 1994. They coined the super-saver and one stop shop terminology to bring people in for the
Get Access