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Essay / Research Paper Abstract
A 19 page marketing audit of Target. The paper addresses environmental and marketing issues, including a discussion of Target's marketing mix. Target appears to be positioned well to continue the current phase of growth as it progresses to the next point in its history. Target occupies a place between the high prices of the department store and the crowded, cramped nature of its competition's stores, offering higher quality on many of the items that consumers want most. Though the middle class continues to shrink, Target offers those within it a middle class retailer with values to match. Target needs to continue to engage the customer at ever-higher levels, building loyalty that will serve the company both in the present and in the future. Bibliography lists 14 sources.
Page Count:
19 pages (~225 words per page)
File: CC6_KSmktgAudTarg.rtf
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Unformatted sample text from the term paper:
with customers and expanding to provide the kind of market coverage that can best serve the needs of the company as well as the customer. The inexorable shift in
the structure of the American economy continues, as we continue to lose manufacturing and high-tech jobs to overseas sites while creating growing numbers of service jobs at home. The
discount retailer has a home with the people filling these typically lower-paying jobs, particularly when it can offer higher quality items than other discount retailers.
Competition is strong in the industry, but Target overtook the second position in the industry some time ago. The company has come to be a kind of
niche marketer in that it continues to focus most on those things it does best. Target does not try to be "all things to all people," nor should it.
In those areas in which Target is strongest - apparel, housewares and customer service - it has been and continues to be far ahead of the competition. Direct
stakeholders can identify specific characteristics that they admire about Target and believe in for both business and non-business benefits. Employees can make a living wage and be proud to
be a part of the company; customers are made to know their value to the company. Investors appreciate Targets strong growth and profitability in an atmosphere of uncertainty.
Some of Targets primary goals are to be valuable to customers under the age of 50; be a fun place to shop; offer higher
quality than customers can find either at Wal-Mart or Kmart; and avoid discounting regular prices except as part of a specific, company-directed promotion rather than in response to slow sales.
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