Final TARGET
Transcript of Final TARGET
Meet The Team
Table of Contents
Mission Statement
History
Target Today
Target Today
Target Today
Target Today
Target Today
Situational Analysis
Situational Analysis
Situational Analysis
Situational Analysis
Source: U.S. Census Bureau, International Data Base, Table 094 <http://www,census.gov/ipc/www.idbprint.html>
2000 2010 2020 2030 2040 20500%
5%
10%
15%
20%
25%
13%
15%18%
20%22%
24%
Hispanic (of any race) Percent of Popula-tion Projections
Situational Analysis
2000 2010 2020 2030 2040 205011%
12%
13%
14%
15%
13%13%
14%14%
14%15%
African American Percent of Population Projections
Source: U.S. Census Bureau, International Data Base, Table 094 <http://www,census.gov/ipc/www.idbprint.html>
Situational Analysis
2000 2010 2020 2030 2040 20500%
1%
2%
3%
4%
5%
6%
7%
8%
4%5%
5%6%
7%8%
Asian American Percent of Population Projections
Source: U.S. Census Bureau, International Data Base, Table 094 <http://www,census.gov/ipc/www.idbprint.html>
Case Analysis
Primary Research
Primary Research
Primary Research
Easte
rn Eu
ropea
n
Hispan
ic/Lati
onAsia
n
African
-Ameri
canIndian
Middle Ea
stern
Greek
0%
5%
10%
15%
20%
25%
30%29%
27%
19%
11%
4%2% 1%
What is your ethnicity?
Primary Research
8%
44%
31%
17%
When I go to Target, I usually take (Of the multi-lingual respondents):
Train Bus
Walk Car
Primary Research
0
1 to 3
4 to 5
5 +
0% 10% 20% 30% 40% 50% 60% 70%
How many times per month do you shop at Target? (Of the multi-lingual respondents)
Primary Research
Prices
Ethnic Products
Location
Service
Multi-ligual Staff
Product Assortment
Convenience
Size of Store
Hours of Operation
Parking
0% 5% 10% 15% 20% 25% 30% 35%
33%
26%
18%
12%
8%
2%
1%
0%
0%
0%
How do the following factors influence where you shop? (Of the multi-lingual respondents that answered 'very high' to these options)
Competitors
CVS Jewel-Osco K-Mart Dominick's Walmart Walgreen's Traget0
10
20
30
40
50
60
How often do you frequent the following retailers?
1 (most frequency)2345 (least frequency)
Competitors – Wal-Mart
Competitors – K-Mart & Sears
Competitors – Costco
Competitors – Walgreens & CVS
Competitors – Jewel & Dominick’s
Competitors – Local Supermarkets & Deli’s
Trends in Multicultural Marketing
SWOT I
Relevant Topics
Relevant Topics – Products
64%21%
11% 4%
What multicultural products would you like for Target to offer?
FoodClothingMusicBooks
Relevant Topics – Products
Relevant Topics – Products
Relevant Topics – Products
Relevant Topics – Products
Relevant Topics – Price
Relevant Topics – Price
Relevant Topics – Promotion
13% 3%
10%
19%31%
23%1%
What types of advertisements have influenced your visits to Target? (Of the multi-lingual re-
spondents)
NewspaperInternetBus/Train BillboardsRadioWord of MouthTelevisionBillboards
1 (unlikely)
2
3
4
5 (likely)
0% 5% 10% 15% 20% 25% 30% 35%
4%
10%
23%
35%
28%
On a scale of 1-5, how likely would multi-lin-gual advertisements attract your attention to
shop at Target? (Of the multi-lingual re-spondents)
Relevant Topics – Promotion
Relevant Topics – Promotion
Relevant Topics – Presentation
Relevant Topics – Presentation
Relevant Topics – Presentation
Relevant Topics – Presentation
12%
44%
40%
4%
When I visit Target, I (usually) shop for (Of the multi-lingual respondents):
Myself
My Family
Both
Other
Relevant Topics – Presentation
Relevant Topics – In-Store Signing
Unlikely
Somewhat Likely
Very Likely
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
21%
38%
41%
How likely are multi-lingual in-store and product signage to improve your shopping experience? (Of the multi-lingual
respondents)
Relevant Topics – In-Store Signing
Relevant Topics – Brands
Relevant Topics – Brands
Chicago Prototype
Short-Term Goals
Long-Term Goals
Summary
SWOT II