Mini Case 3TARGET

INSTRUCTIONS

Write a two-page case analysis. Utilize the textbook, other textbooks, and business articles. Make sure you cite at least five sources.

GENERAL PERFORMANCE INDICATORS

• Communication Skills-the ability to exchange information and ideas with others through writing, speaking, reading, or listening
• Analytical Skills- the ability to derive facts from data, findings from facts, conclusions from findings, and recommendations from conclusions
• Production Skills- the ability to take a concept from an idea and make it real
• Priorities/Time Management- the ability to determine priorities and manage time commitments
• Economic Competencies

SPECIFIC PERFORMANCE INDICATORS

1. Explain key factors in building a clientele
2. Explain the role of customer service as a component of selling relationships
3. Discuss motivational theories that impact buying behavior
4. Implement techniques to increase customers product exposure
5. Analyze competitors offerings

CASE STUDY SITUATION

You are the vice president of development for TARGET , the second largest discount retailer in the nation. The senior VP has asked you to analyze a new sales venture and determine how to build a clientele foe the new venture and for traditional TARGET stores.

There are close to 2000 TARGET stores across the country, most anchoring strip malls or outdoor shopping centers. TARGET stores feature typical grocery store items along with pharmacies, apparel, home dcor, books, toys, electronics, seasonal items and health and beauty sections. TARGET biggest competitor is WALMART , the leading discount retailer. TARGET does not come close to the number of store locations nor the revenue that WALMART produces each year. Aside from similar store layouts and product offerings, there are notable differences between the two discount retailers.

Although product offerings are similar, TARGET has a much different image than WAL MART. TARGET is perceived to be better organized, with a more streamlined store layout. They are also more in touch with fashion trends and home dcor. TARGET also markets higher quality house brands in all departments, most notably in its food and beverage departments. TARGET offers a wide variety of fresh, ready-to-eat meals that beat WAL MARTS offerings in customer ratings each year.

Executives at TARGET have decided to test market a concept for a TARGET branded convenience store. The TARGET convenience store will be located away form TARGET stores and will offer fuel and the loyal TARGET customer, and also new clientele who does not usually shop at TARGET stores. They are also hoping to attract the WAL MART customer.

YOUR CHALLENGE

The senior VP wants you to determine how a TARGET C-store can feel like a TARGET store, rather than a typical convenience store. You are to suggest techniques tha can expose TARGET C-store customers to TARGET retail store products, ideally resulting in a larger clientele for TARGET retail stores.

In addition, you need to plan the product mix the TARGET C-stores; what typical convenience store products should be sold and what other products should be sold to keep up with TARGET well-regarded image? Are there store services that should be offered or not?