Strength

1.Strong brand presence: The Target brand name is widely perceived and publicized. Notwithstanding the Target name, the company's prominent image, the red bulls-eye, is conspicuous all alone and is frequently used as a part of advertising campaigns. Target's brand value has empowered the company to build up the reputation of offering clients quality products at marked down costs. Target's strong image ought to be effortlessly transferable to urban areas.

2.One stop shopping experience: Target has sharpened the ability to appeal to the needs of its customers by offering a one stop shopping experience. The technique of addressing different needs in one location attracts busy customers who need to eat, shop and get photograph and drug store things all in one trip. This strategy could be emphatically connected to the urban buyers who are frequently in a hurry and in need of a one stop shopping experience.

3.Vendor relationships: Target has succeeded with regards to securing strong bonding with its suppliers and vendors. As a discount retail chain, Target has the advantage of achieving economies of scale in that it can save money by requesting products in bulk. Target has experienced strong vendor relationships to guarantee timely deliveries and in-stock stores with a very streamlined distribution process.

Weakness

1.Target.com – The online connect with customers: In spite of the fact that Target has an online medium to assist customers to order their products online, Target.com is sufficiently underutilized. Target needs to increase awareness of the online medium and use of the on-line services and resources. Also, not all Target items are offered online on Target.com. Entering urban areas will ideally take into account more on-line presentation for Target.

2.Coping up with fashion trends – a difficult challenge: While Target has buckled down over the recent years to product quality and fashionable garments for women and men, it has battled in overcoming its past image of offering non-favorable apparel items. While Target has succeeded with regards to collaborating with designers to offer a trendier choice of attire, the company has struggled to cope up with the ever changing fashion patterns and appeal to a certain consumer demography with these trendier things.

Opportunity

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Threat

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Political

1.Involvement and views regarding socio-political issues: Target as a major store retailer in the United States has a history of taking progressive stances on controversial socio-political issues. Target issued a statement in 2016 which encouraged its customers and employees to use restrooms as per their gender identity which was a defiance against the North Carolina law which prohibited trans-people from using facilities that corresponded to their identity. The statement was in-line with Target’s core belied of Inclusivity. In another incident in 2014, target banned armed customers from entering its centers after a series of public mass shootings. Target was also amongst several retailers which stopped selling goods which depicted the Confederate flag after an outrage over a racially-motivated massacre at a black church in Charleston. It is important to note that the official stands on the above issues taken by the retailer may impact its customer base whose views may not align with the company’s views.

Economic

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Social

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Technological

1.Increased focus on technology in-sourcing: Outsourcing technology initiatives and implementation projects to third party vendors has been the norm in the retail industry over the years. Outsourcing helped to provide access to the right set of technology expertise at minimal costs. However Target has moved away from the out-sourcing model over the past three years with its CIO, McMamara focusing on in-sourcing and building internal engineer teams. The company’s plan to build its own technology is aimed at providing the organization the competitive edge as cutting-edge technology will be the single most differentiating factor in retail over the next few years. The technology team is focusing on priority areas such as digitization, in-store experience, data analytics and smart supply chain.

Legal

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Environmental

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