spring 2013 university of north texas dr. jessica strubel brie kelly. saira noorani. saima khan...
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Spring 2013University of North Texas
Dr. Jessica StrubelBrie Kelly. Saira Noorani. Saima Khan
Target Campus Grants
Diverse Opportunities:Child Care
The Company “Expect More. Pay Less.”
Differentiation Exclusive merchandise Signature brand
Value Low pricing Design, quality, affordability
Reliability ‘What, When, Where’
Frequency Convenience Lifestyle branding
Target Market
Women Average age = 41 Family oriented Moderate to Better
Income
Young Adults Single Educated College Degree
Income Level Average = $63,000
SWOTAnalysis
STRENGHTS
Merchandise exclusivity
‘One-Stop Shop’ Corporate
responsibility Consistency across
stores
WEAKNESSES
Domestic concentration
Pricier than Wal-Mart
Employee Turnover
OPPORTUNITIES
Global expansion New consumer
markets Focus on private
brand New store concepts
THREATS
Consumers scaling down
Wal-Mart increasing market share
Demographic Shift
Millennial generation starting families
Rise in the Hispanic population
Rise in the non-Hispanic minority
population
QUESTION:What opportunities does Target have to enhance its current
merchandise assortment to ensure relevancy to diverse
guests?
How also might Target be the
employer of choice for all people regardless
of background?
Do you take your children with you when you shop for groceries
or other household items?
Yes68%
No32%
Does the presence of your kids in the store
have an effect on your purchasing behavior?
Yes71%
No29%
Would you be more inclined to shop with your children if
your household retailer provided child watch
services?
Yes58%
No42%
Child Care Services
A valuable service that employs well qualified and thoroughly trained individuals to
provide reliable child care while the adult consumer can shop, hassle free.
Successful implementation will promote customer loyalty through frequent visits
due to ease of access and convenience.
SWOTAnalysis
STRENGHTS
Customer convenience
Employee Diversity Consumer Diversity Unique Service Complimentary
service
WEAKNESSES
Initial expenses Ambiguous spacing New concept – test
market
OPPORTUNITIES
New consumer markets
Toy market expansion
New store concepts Employee incentives
THREATS
Health risks/injuries Local daycare
competition Helicopter parents
Child Care Features
Complimentary Service
2 Hour Maximum
CPR Training Day Cam Application
iPhone & Android
Diaper Services LEGO Wall
Product Promotion
Would you be more inclined to shop at Target if they provided
complimentary child watch services?
Yes/Maybe54%
No46%
Complimentary Service Diversity among employees
Decrease turnover Employee satisfaction/motivation Build employee relationships
Diversity among consumers Latin-based immigrants Late Millennial generation Lower income consumer bracket Diversity in backgrounds
Customer Loyalty Initiative Build customer relationships Encourages frequent shopping
visits
In-Store Location
Front Of Store Ease of access Replace the Optical
service area Optical relocation
to Pharmacy
Creating Space Eliminating cart
bulk
Closed Off Safety measures Privacy
Safety Measures
Minimum Age – 3 years
CPR Certified Employees Inexpensive Extensive training
Day Cam Application iToy Toy, Inc. Android and iPhone Round the clock parental supervision Virtual check-in/out Child information profile Push Notifications Data Storage
Diversity Among Competition Exclusive software
Do you feel that a complimentary child watch service at Target would help you save money?
Yes43%
No57%
Service Costs
Day Cam Application Software maintenance fees Development costs $6,000 initial investment
CPR & First Aid Training American Red Cross
Guidelines Routine vaccination
maintenance $20 per employee
Combating Costs
Increased Shopping Time Late Pick-Up Charge
Pick up’s exceeding 2 hour limit
Diaper Changing Service $5 charge for every diaper
changeProduct Promotion
LEGO Wall Child activity products & toys
also available for purchase in store
Partner with toy companies for seasonal sales promotions
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