Target Corporation Term Paper

Target Corporation Term Paper

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Four Arenas of Competition

Cost/Quality

Target achieved its differentiation in the marketplace by positioning its products and store experience as higher quality than its main discount competitors Wal-Mart, with lower prices than department stores. Target’s main focus is QUALITY product and at a LOW PRICE. It all began with the idea of, “fashionable, smart design…delivered at a competitive discount prices.” Target strives to deliver to customers a unique shopping experience. Target grabs customer’s attention by their big red bulls eye and customers keep going to target. But at the same time Target need to make sure that their shelves are stocked, they gave good customer service, and checkout is fast because if customers aren’t happy they could buy their products from Target’s competitors, Wal-Mart.

Timing and Know-How

Target has always been a company that has been a step above its game. They have always known when things need to changed in their product, service, image, etc. In 2004, Target sold off Mervyn’s and Marshall Field’s chain and focused solely on Target stores. Target did that because they knew what they were focusing on and that was quality products at a low price. In 2005, to launch their fashion line, they held a fashion show in New York on a vertical runway on the side of Rockefeller Center Building. The company hired gymnasts and acrobats to showcase the Target fashion and core customers were young, active, and well-educated families. In mid 1990s Target developed its own brand product lines in home and apparel and began to develop partnerships with designers who developed products exclusively for Target that sold under these designers’ names or brands. In early 1990’s Target began to offer small selection of groceries in its stores. In 1995, target opened their first Super Target Store, which offered a full line of grocery items similar to that found in major supermarkets, including fresh produce, meat and dairy products. Target also started its own private brand of grocery products in an effort to earn higher margins and have greater control over product development, which were called Archer Farms and Market Pantry. Target has always been on top of things to make sure they are making the revenue and also competing with the market and competitors.

Strong Holds

For Target to have their own private and designer label like Mizrahi and Missimo for apparel, Calphalon for cookware, Philippe Starck for seating products, and Sonia Kashuk for Cosmetics are strong holds. These private labels make Target a stronger company and shows how