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Solution Target Swot

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Marymount University

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Homework

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Option 1: Strengths
Based on your own experiences shopping at Target and Walmart and the research you conducted:
? Identify 1-2 strengths Target has in comparison to Walmart. For each strength, explain your
rationale.
? Loyal millennial customer base with high net promotor scores (NPS).
o NPS is a measure of customer loyalty and satisfaction
o In a survey of millennial shoppers, Target captured an NPS score of 36.3%, ~3x
higher than the 10% that Walmart captured (Forbes)
? Strong relationships with designers offer ability to give customers “great designs at incredible
prices” (Target)
o In 2019, Target celebrated 20 years of designer partnerships
o Designers that Target has partnered with include Zac Posen, Isaac Mizrahi, Lily
Pulitzer, Marimekko, and Jason Wu
o Designer partnerships have differentiated Target as a higher-value, smart-luxury
brand versus Walmart’s
Option 2: Weaknesses
Based on your own experiences shopping at Target and Walmart and the research you conducted:
? Identify 1-2 weaknesses Target has in comparison to Walmart. For each weakness, explain
your rationale.
? Target is significantly smaller in size versus Walmart, limiting it’s ability to capitalize on
economies of scale
o At the end of FY18, Walmart’s total assets were ~5x larger than Target’s and it’s
market cap was ~6.5x larger than Target’s (YCharts)
? Target also lags behind Walmart in its product offering, both in breadth and pricing.
o Walmart supercenters market themselves as the lowest-price provider of all
household necessities, often packing more items into their large footprint stores.
Option 3: Opportunities
Based on your own experiences shopping at Target and Walmart and the research you conducted:
? Identify 1-2 possible opportunities Target has to be more competitive with Walmart. For each
opportunity, explain your rationale.
? Target can leverage its City Target brand (i.e., smaller Target stores in urban areas) to win
customers in urban areas.
o Given the trend of urbanization, Target could capitalize on growth of urban
customers
? Target has the opportunity to leverage its brand to compete with Walmart in e-commerce
o A large portion of millennials shop for household items online; Target’s brand loyalty
among millennials position it to compete in e-commerce
Option 4: Threats
Based on your own experiences shopping at Target and Walmart and the research you conducted:

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? Identify 1-2 possible threats that might diminish Target’s competitiveness with Walmart. For
each threat, explain your rationale.
? An economic downturn could drastically effect Target’s competitiveness
o During a recession, customers tend to prioritize price over selection, value, and other
drivers. The strength of Walmart’s low-price guarantee position could lead to
significant declines in Target customers/revenue.
? The entrance of other e-commerce players, such as Amazon, has put pressure on all brick-
and-mortar stores, especially Target.
o Online shopping has increased customer’s ability to compare items and prices,
putting pressure on Target to offer online deals and free shipping, just to stay
competitive.
Sources:
Forbes https://www.forbes.com/sites/forbesinsights/2015/07/27/millennials-may-shop-walmart-but-
they-dont-love-walmart/#577f06fc4c0c
Target https://corporate.target.com/press/releases/2019/08/target-celebrates-20-years-of-designer-
partnership
YCharts (financial data) https://ycharts.com/

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Option 1: StrengthsBased on your own experiences shopping at Target and Walmart and the research you conducted:Identify 1-2 strengths Target has in comparison to Walmart. For each strength, explain yourrationale.Loyal millennial customer base with high net promotor scores (NPS).o NPS is a measure of customer loyalty and satisfactiono In a survey of millennial shoppers, Target captured an NPS score of 36.3%, ~3xhigher than the 10% that Walmart captured (Forbes)Strong relationships with designers offer ability to give customers great designs at incredibleprices (Targ ...
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