2. Company Profile S.W.O.T. Analysis Competitors Firm’s Position / Core Issue Business Level Strategy References

3. Among top 2 discount chains in the U.S. Operates 1, 740 stores Wal-Mart is the primary competitor Mission Statement: “To make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise” (Target, 2010, para. 1).

4. The firm stylish discount chain The industry Wal-Mart, Costco, K-Mart Marketing, price positioning, brand strength, and differentiation

5. Strengths Brand Strength Differentiation Price positioning Weaknesses Rising Write-offs Higher prices High dependence on China Opportunities Expansion of Electronics Strong presence in e- commerce Food and grocery Threats Low consumer confidence Overlap in product assortment policy on cards

6. Wal-Mart biggest discount retailer in the world 408,214 million in revenue Costco biggest membership warehouse in the U.S. 71,422 million in revenue Target Second largest discount retail chain 65,357 million in revenue

7. Core Issue Wal-Mart Target produces only 20% compared to Wal-Mart Firm’s Position To build brand loyalty Differentiate through style, quality, and trendy products

8. Strategic Business Unit Retail, Food Centers, Pharmacy Generic Strategies Consumer Focus Differentiation Grand Strategies Product Development Technology and Innovation

9. Marketline Business Information Center. (2010). Target Corporation. Retrieved ---------------, from University of Phoenix Specialized databases. Target. (2010). Our mission. Retrieved -------------, from http://sites.target.com/site/en/company/ page.jsp?contentId=WCMP04-031699