Li 1 Yang Yang Li Mr. Roth Marketing I, P.

7 9 September 2011 Target Target is the second largest discount store chain in the U.S. Target traces its beginnings to 1902 when it was founded by George D. Dayton as the Dayton Dry Goods Company. Dayton Dry Goods Company became The Dayton Company in 1911 after a decade of growth. George D. Dayton actively ran the company until his death in 1938. His son George N. Dayton followed in his footprints and became The Dayton Companys President. The Dayton Company expands in the 1950s to better reach suburban families. Douglas J. Dayton, the companys new president announces plans to establish a new discount chain store on May 9, 1961. The Dayton Company used John F. Geisses idea of a friendly high end discount retail chain. The name Target was selected by Stewart K. Widdess, Daytons former Director of Publicity. In 1962 on the first of May, the first Target store was opened in Roseville, Minnesota. Several more Targets opened in the following years. Due to rapid growth, Target became public in 1968 and began offering stocks. That same year Target redesigned its logo for a more modern look. The opening of many new stores at once and inexperience at the executive level caused Target to have a decrease in revenue in the early 1970s. But changes were made that put it back on track to gaining over 2 billion in revenue by the end of the seventies. During the eighties, Target focused on expanding across the United States towards the West Coast. Its acquisition of existing stores fueled its rapid expansion. By the end of the 1980s, Target stores could be found in 32 states. Many

Li 2 new additions were made in 1999. Target introduced its online store Target.com, the Bullseye Dog, and their first gift card. By the end of the century, the Target chain was bringing in over %80 of The Dayton Companys revenue. To better brand itself for a new millennium, The Dayton Company changed its name to become The Target Corporation. Target expands to all fifty states except Vermont from 2001-2005. As of 2008, Target has almost 1500 stores and 60 billion in sales. Target has headquarters all over the world but its main headquarters is in Minneapolis. Many different things are sold by The Target Corporation. Target operates many different branch stores such as Target Furniture. As a retail store, it sells all sorts of merchandise. The corporate branch does some banking and consulting as well. Target advertises through all types of media. Billboards, television ads, print ads, coupons, online ads, and radio ads are just some ways Target promotes themselves. The demographic of Target customers is middle and upper class. For now, Target stores are only found in the United States. But the future direction of the company is to expand to Canada and internationally. The main draw for many people is Targets quality and great services. The shopping aisles are wide and well lit. A Target discount store has a nice general atmosphere. Checkout is fast and pleasant. The reason I chose Target for this research project is because I wanted to learn more about how it manages to stay in business. I didnt know how it could compete against Wal-mart. Wal-mart has better prices and a more extensive collection. Target always seems emptier unlike the crowds one finds at Wal-mart. The things I like about Target are the service, shopping atmosphere and quality of products. Some improvements I would suggest are lower prices and more selection.

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