SWOT Analysis of Target Corporation

Target Corporation also known as Target is an American retailing company. It was founded as the Dayton Dry Goods Company in Minneapolis, Minnesota in 1902. Target operates in two segments: Credit Card and Retail. The Credit Card segment offers credit to qualified guests through its RED cards which include Target Card and Target Visa. On the other hand, Retail segment includes all of its merchandising operations along with its integrated online business. Target is the second largest discount retailer in the United States, behind Wal-Mart. The SWOT analysis of Target Corporation is given below.




  1. Ninety-seven percent 97% of American consumers are familiar with the Target Bullseye logo.
  2. Target has stores in every state except Vermont and it is operating as Target or SuperTarget.
  3. It is the second biggest concession retailer in the US, and corporation is ranked at number 28 on the Fortune 500 as of 2009.
  4. Target expanded exterior of the continental US for the first time on March 4, 2009 and is expanding internationally.
  5. Target has also started its integrated online business with the name of Target.com. It offers online assortment of general merchandise, including various items found in its stores.
  6. In addition to the main retail subsidiary, Target Stores own a number of other subsidiaries.
  7. Target has strong Product Quality than its main competitors. It has more attractive designs and presentation of merchandise environment etc.
  8. Target Company operated thirty eight 38 distribution centers transversely the US. 
  9. Target has many partnerships with well-established national brands to generate special collections for its stores.
  10. Target spends heavily on advertisement and is the market leader in gift cards.
  11. It functions unique stores crosswise the country in urban places.




  1. Target has the low International expansion or presence as compared to its main competitor.
  2. In January, 2009, Target declared the closing of its allocations center in Arkansas and Maumelle. In August 2010, Target started a countrywide closing of its 262 garbed centers apparently.
  3. It does not play any music in its centers. Target also does not endorse services or items throughout its public address system.
  4. Many frauds, thefts and other criminal activities have been occurred in its own properties.
  5. Target Corporation does not have a competitive advantage because of its higher prices than other competitors in the industry.




  1. Asian markets are the biggest opportunities for the retail industry because they do not have strong one roof operation.
  2. Retail industry is in the free trade zone. Since the government enters into free trade agreements with different countries, this may result in new markets for Target.
  3. Since the world is moving very fast, time has become a valuable resource for everyone. Consumers are becoming busy and they want to save their time by shopping at one place.
  4. Fast moving pace of today’s high-technology world has increased customers preference for internet shopping and they want friendly site designs and delivery.
  5. Recovery of global economy is a very good opportunity for the Target because it will increase demand for the consumer products.




  1. Stronger rivalry from home-improvement stores, such as: Wal-Mart, Kmart and independent garden centers.
  2. Target has the main retail subsidiary, Target Stores; the company owns several other subsidiaries as well.
  3. Target Corporation has the perception that their goods are more expensive or classy than those of main competitors or other discount retailers.
  4. Kmart and Wal-Mart have followed Target’s escort by signing elite designers to their stores as well.
  5. Target Corporation and all other discount stores have to face strong societal and government regulations to reduce their sales on all materials containing polyvinyl chloride (PVC)  and goods which can cause serious health problems for children and adults.
  6. In June, 2009, the Attorney General and 20 California District Attorneys filed a lawsuit in Alameda County alleging that Target stores have been illegally discarding dangerous wastes in landfill.

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