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Essay / Research Paper Abstract
This 20 page paper examines the well known US retailer Target, who also owns the Super Target stores as well as Mervyns and Marshall Fields. The paper undertakes an environmental analysis, looking at the use of technology, the customers, the competitors such as Wal-Mart and the different approaches to the market. The paper then looks at the marketing of Target using the 4 P’s. The bibliography cites 15 sources.
Page Count:
20 pages (~225 words per page)
File: TS14_TEtrgtaudit.rtf
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Unformatted sample text from the term paper:
1. Introduction Target is major operates of general discount stores in the US. The company has a total of 1,397 stores including the
brands of Target and Super Target, with a total of 178,260,000 square feet of retailing area. Of these stores 1,166 are owned and 77 are leased the rest are operated
stores. This means the company is one with a high level of assets and operating in a competitive environment competing with companies such as Wal-Mart. Super Target competes directly
with Wal-Mart offering a wide range of food items and general merchandise; the Target stores offer a more limited range of groceries and a wide range of general items. The
company has also diversified into credit cards with the offering of the Target Visa card and the Target card as well as offering in store credit. In addition to this
there are also the online operations of Traget.com. The company may be seen as an attractive target due to its position and its asset base and as such any
company considering making an acquisition bid for Target need to consider the market position looking at the environmental, marketing and strategic position. 2. Environmental Analysis 2.1 Technology The company makes use
of technology in numerous ways. The development of the industry system used may be seen as based on the system first introduce by Wal-Mart. A problem in the past in
many general and grocery stores has been the inventory control and lack of stork. Wal-Mart managed to gain a competitive advantage using technology. The computerised system was developed so that
the reporting structure could support the required information flow of the geographically diverse operation (Barney, 1995). This internal technology correlated the sales and the inventory ordered to ascertain the level
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