Meet The Team
Table of Contents
Mission Statement
History
Target Today
Target Today
Target Today
Target Today
Target Today
Situational Analysis
Situational Analysis
Situational Analysis
Situational Analysis
Source: U.S. Census Bureau, International Data Base, Table 094 <http://www,census.gov/ipc/www.idbprint.html>
2000 2010 2020 2030 2040 20500%
5%
10%
15%
20%
25%
13%
15%18%
20%22%
24%
Hispanic (of any race) Percent of Popula-tion Projections
Situational Analysis
2000 2010 2020 2030 2040 205011%
12%
13%
14%
15%
13%13%
14%14%
14%15%
African American Percent of Population Projections
Source: U.S. Census Bureau, International Data Base, Table 094 <http://www,census.gov/ipc/www.idbprint.html>
Situational Analysis
2000 2010 2020 2030 2040 20500%
1%
2%
3%
4%
5%
6%
7%
8%
4%5%
5%6%
7%8%
Asian American Percent of Population Projections
Source: U.S. Census Bureau, International Data Base, Table 094 <http://www,census.gov/ipc/www.idbprint.html>
Case Analysis
Primary Research
Primary Research
Primary Research
Easte
rn Eu
ropea
n
Hispan
ic/Lati
onAsia
n
African
-Ameri
canIndian
Middle Ea
stern
Greek
0%
5%
10%
15%
20%
25%
30%29%
27%
19%
11%
4%2% 1%
What is your ethnicity?
Primary Research
8%
44%
31%
17%
When I go to Target, I usually take (Of the multi-lingual respondents):
Train Bus
Walk Car
Primary Research
0
1 to 3
4 to 5
5 +
0% 10% 20% 30% 40% 50% 60% 70%
How many times per month do you shop at Target? (Of the multi-lingual respondents)
Primary Research
Prices
Ethnic Products
Location
Service
Multi-ligual Staff
Product Assortment
Convenience
Size of Store
Hours of Operation
Parking
0% 5% 10% 15% 20% 25% 30% 35%
33%
26%
18%
12%
8%
2%
1%
0%
0%
0%
How do the following factors influence where you shop? (Of the multi-lingual respondents that answered 'very high' to these options)
Competitors
CVS Jewel-Osco K-Mart Dominick's Walmart Walgreen's Traget0
10
20
30
40
50
60
How often do you frequent the following retailers?
1 (most frequency)2345 (least frequency)
Competitors – Wal-Mart
Competitors – K-Mart & Sears
Competitors – Costco
Competitors – Walgreens & CVS
Competitors – Jewel & Dominick’s
Competitors – Local Supermarkets & Deli’s
Trends in Multicultural Marketing
SWOT I
Relevant Topics
Relevant Topics – Products
64%21%
11% 4%
What multicultural products would you like for Target to offer?
FoodClothingMusicBooks
Relevant Topics – Products
Relevant Topics – Products
Relevant Topics – Products
Relevant Topics – Products
Relevant Topics – Price
Relevant Topics – Price
Relevant Topics – Promotion
13% 3%
10%
19%31%
23%1%
What types of advertisements have influenced your visits to Target? (Of the multi-lingual re-
spondents)
NewspaperInternetBus/Train BillboardsRadioWord of MouthTelevisionBillboards
1 (unlikely)
2
3
4
5 (likely)
0% 5% 10% 15% 20% 25% 30% 35%
4%
10%
23%
35%
28%
On a scale of 1-5, how likely would multi-lin-gual advertisements attract your attention to
shop at Target? (Of the multi-lingual re-spondents)
Relevant Topics – Promotion
Relevant Topics – Promotion
Relevant Topics – Presentation
Relevant Topics – Presentation
Relevant Topics – Presentation
Relevant Topics – Presentation
12%
44%
40%
4%
When I visit Target, I (usually) shop for (Of the multi-lingual respondents):
Myself
My Family
Both
Other
Relevant Topics – Presentation
Relevant Topics – In-Store Signing
Unlikely
Somewhat Likely
Very Likely
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
21%
38%
41%
How likely are multi-lingual in-store and product signage to improve your shopping experience? (Of the multi-lingual
respondents)
Relevant Topics – In-Store Signing
Relevant Topics – Brands
Relevant Topics – Brands
Chicago Prototype
Short-Term Goals
Long-Term Goals
Summary
SWOT II
Top Related