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

QUESTIONS?

Thank You For

Your Time

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