This 4 page paper looks at the well known retail chain Target and presents a proposal to investigate potential future strategies for the company. The paper gives an introduction, brief literature review and a methodology. The bibliography cites 4 sources.
Name of Research Paper File: TS14_TEtargetp.rtf
Unformatted Sample Text from the Research Paper:
a 1.2% annual decrease since 2000. In this type of environment Target need to be proactive if they wish to retain and grow sales. The tag line of Target is
expect more, pay less (Target, 2007). To carry on growing the store needs to become more successful and be able to compete with stores such as IKEA, which have been
very successful and are highly differentiated. To consider how Target can develop strategies to become more successful than IKEA the first stage will be to undertake an in-depth literature
review followed by primary research that will help to identify the strengths weaknesses and potential approaches that may be adopted. 2. Target The history of Target goes back to 1881
when Marshall Field and Co is founded; however, it was not until 1962 that the company opened a store under the T-1 brand (Later to become Target) (Target, 2007). This
was the same year that both Wal-Mart and K-Mart also started operations and a time when the shopping experience and demands of shoppers in the US were changing. The
brand was successful, the logo of the target was changed in 1968 with the centre ring taken out, the target logo is the same to day as it was in
1968. The brand has grown, there are now more than 1,500 stores across 47 state. However there has also be the use of brand extension (Kotler, 2007). The development of
the new Super Target store was seen in 1995. Super Target may be seen as a new product as it is offering new products for sale, extending the current
core concepts but building on the same core competences. Therefore concentrating on the development of new stores may be seen as taking the same goods to new areas, and the