Target Corporation SWOT & PESTLE Analysis
COMPANY PROFILE -Target Corporation
Business Sector :Retail
Operating Geography :North America, USA, Global
About Target Corporation :
Target Corporation was founded by George Dayton and it started its headquarters in Minneapolis, Minnesota. The company was originally named Goodfellow Dry Goods in June 1902. The company was renamed the Target Corporation in 2000 and has a total of 341,000 employees as of December 2016. Target Corporation is among the top two discount store retail companies in the US, along with Walmart.Target Corporation Revenue :
US$ 69.495 billion (FY ending January 28, 2017)Ownership / Major shareholders :
As of July 2018, the ownership distribution for the top 4 shareholders of Standard Bank Group are as follows: –
1) SSgA Funds Management, Inc. (8.38%)
2) Vangaurd Group Inc. (7.02%)
3) Blackrock Fund Advisors (5.30%)
4) Capital Research & Management Co. (2.65%)
Competitive Analysis of Target Corporation
| 1. Strong brand presence 2. One-stop shopping experience 3. Strong vendor relationships | 1. Underutilization of online platform 2. Coping up with fashion trends – a difficult challenge |
| 1. Target.com – Target’s online store 2. Expansion in food offerings segment | 1. Difficulty adapting current suburban store format to urban setting 2. Intense competition from other retailers |
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Detailed SWOT Analysis of Target Corporation
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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Major Competitors :
- Wal-Mart Stores (WMT)
- Costco Wholesale (COST)
- Amazon.com
- CVS Health Corporation
- The Gap, Inc.
- The Home Depot, Inc.
- Publix Super Markets, Inc.
- Rite Aid Corporation
- The TJX Company
- Walgreens Boots Alliance
- Big Lots, Inc.
- BJ’s Wholesale Club Holdings Inc.
- Burlington Stores, Inc.
- Dillard’s, Inc.
- Dollar General Corporation
- Dollar Tree, Inc.
- Five Below, Inc.
- Fred’s Inc.
- Hudson Ltd.
- J.C. Penney Company, Inc. Holding Company
- Macy’s Inc.
- Ollie’s Bargain Outlet Holdings, Inc.
- PriceSmart, Inc.
- Sears Holdings Corporation
- Sears Hometown and Outlet Stores, Inc.
- Tuesday Morning Corp.
- Best Buy Co.
- Costco Wholesale Corporation,
- The Kroger Co.,
- Lowe's Companies, Inc
- Staples, Inc.,
- The TJX Companies, Inc.,
Major Brands :
- Marimekko
- Architect Michael Graves
- Converse
- Fiorucci
- Fashion designers Lilly Pulitzer, Liz Lange, and Isaac Mizrahi
- Go International
- ClearRx
- Target Café
- Target Photo
- C9 by Champion
- Hand Made Modern
- Mossimov
- DENIZEN from Levi's
- Just One You made by carter's
- Nate Berkus for Target
- Fieldcrest
- Kid Made Modern
- Oh Joy! for Target
- Genuine Kids from OshKosh
- Liz Lange for Target
Key Business Segments / Diversification :
Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :
| Shipt | Cosmetics, Manufacturing | 2017 | Acquisition | The deal is worth $550 million. The move—one of the largest acquisitions in Target’s history—meant same-day delivery would become an option at about half of Target stores since the beginning of 2018. And by the 2018 holiday season, it will be an option at the majority of Target stores, and in all major markets. |
| Grand Junction | Transportation Technology | 2017 | Acquisition | The deal of undisclosed amount was done to improve and expand Target’s delivery capabilities. The acquisition also accelerated Target’s investments and ongoing efforts to transform its supply chain. |
| Sonia Kashuk | Beauty Products | 2015 | Acquisition | Target expanded the Sonia Kashuk brand’s product design and development team to include beauty experts, which is a first for the company. The terms of the deal are undisclosed. |
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References used in Target Corporation Analysis Report
Target Corporation 2015: https://corporate.target.com/
Target Corporation Annual Report 2015: https://corporate.target.com/_media/TargetCorp/annualreports/2015/pdfs/Target-2015-Annual-Report.pdf
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Target Corporation SWOT analysis has been conducted by Sambit Mishra and reviewed by senior analysts from Barakaat Consulting.Copyright of Target Corporation SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions page for usage guidelines.