1. Big City Small Target Jennifer Brieke, Ashleigh Becker, Caitlin Burns, Catherine Bruno, Kathleen Kroll, Zack Ruman

2. What is a CityTarget? Characteristics of CityTarget: Initial Opening – July 25 th 2012 Urban Cities New York City, Las Angles, Chicago, Seattle, San Diego, Atlanta, Miami, Portland Average Store Size – 60,000- 80,000 sq ft Stores Carry Grocery, Pharmacy, Apparel and Accessories, Electronics, Toys & Apartment Essentials

3. Problem Identification How can Target continue to deliver an excellent customer experience and offer products that meet customer demand in an urban area?

4. 5 C’s – Company About Target Founded in Minnesota – 1902 1,795 stores 37 Distribution Centers 17 Owned Brands, 22 Exclusive Brands Refer to customers as “guests” Over 340,000 employees known as “team members” Brain Cornell – CEO since Aug 2014 Average Store Size – 55,000 sq ft Recognized as a leader in innovation across the retail industry Gives 5% of total profit to community partners

5. 5 C’s – Customer Orlando Market: Average age of customer – 38 Average income - $50,000 - $60,000 38% have a college degree 47.1% are working professionals Population - 275,000+ Target’s Target Market Average age of customer – 40 Average income - $64,000 57% have a college degree 43& have children

6. 5 C’s – Competitors Primary Competition: Amazon Sears Wal-Mart Publix Secondary Competition: Best Buy Costco Kohl’s Macy’s Safeway Convenience Stores

7. 5 C’s - Collaborator Designers TOMS, Lilly Pulitzer, Neiman Marcus Distributors Employees Shareholders

8. 5 C’s – Context PESTEL Analysis: Socio-Cultural – people are moving to cities Technological – continually updating systems, store card readers with chip-enabled smart-card technology, Cartwheel App

9. SWOT - Strength Target is a well known and reliable brand High capital expenditure Previous established CityTarget’s across the nation Strategic positioning of store locations Established phone application user base Chicago, IL San Francisco, CA

10. SWOT - Weakness Limited floor and storage space due to pre-existing infrastructures Parking availability is limited CityTarget brand recognition is narrow Restocking products Employee scheduling during peak hours Breach aftermath still in affect High initial investment High fixed costs * Seattle, WA CityTarget – Yelp Review

11. SWOT - Opportunities Limited competitors in the urban area supermarket industry Ability to adapt to local market and culture Expansion of fresh-to-purchase items (convenience goods) Tourist destination Free parking with purchases

12. SWOT - Threats Limited customer base Reduced traffic during 9AM-5PM hours (with the exception of lunch) Lack of product knowledge regarding ready to eat food options High homeless population gathering outside stores

13. Our Task Introducing a CityTarget to Downtown Orlando

14. Survey Results Majority of respondents Between 18-34 years old Household income - $30,000 Monthly shoppers at Target Favorite Departments – clothing, groceries and household supplies Shop online once a month

18. Store Kiosks Customer Experience Create a CityTarget Mobile Application Alternatives

19. Recommendations Enhancing the Customer Experience Informative Signage Eye Catching Designs Diverse Product Mix Customer Service Local Feel Kiosk and Application Integration Educating customers and employees

20. Log into your Cart Wheel Account Username: dreamteam@target.com dreamteam@target.com Password: ******** Sign in as a guestSign up to save! Integrated KIOSK Process

21. Clothing Homegoods Groceries Electronics Pharmacy Cart (2) Rewards (15 pts) Search for a similar item Order an Item to store Scan for Price/Promotion Integrated KIOSK Process

22. Scan your item ticket below Integrated KIOSK Process

23. What we have in store Order Online for next day store delivery! Integrated KIOSK Process

24. Other Members Also Liked.. SKIP Integrated KIOSK Process

25. Your item is located on Level 1 in the Petite Junior Clothing Department Your fabulous skirt! Integrated KIOSK Process

26. Log Out & Open App on your phone to guide you to your item. Go Back to home screen Integrated KIOSK Process

27. Education Customer Education Educational videos on the kiosk Employee interaction education Employee Education 2 hour training program

28. Marketing Mix - Place Downtown, urbanized business location Fit in with local culture and architecture

29. Marketing Mix - Product

30. Recommended: Household Essentials Food & Pet Supply Apparel & Accessories Electronics Home Furnishing & Décor Pharmacy Marketing Mix - Product Not Recommended: Large family size items Lawn care Limited infant merchandise

31. Marketing Mix – Promotion Campaigns Digital Marketing Campaigns Facebook, Twitter, Instagram, Pinterest, Google+, Emails Promotional Campaigns Google Ad Words, Facebook and Twitter Ads Traditional Marketing Campaigns Billboards on buildings, Bus Ads, Radio, Television, Magazines Local Campaigns Magic, Solar Bears, Orlando City Soccer Themed

32. Marketing Mix - Price RecommendationMathPrice Kiosk Software1,500 per Kiosk X 7 Kiosk$10,500 Mobile Phone Application Updates $25,000 Employee Training of software 100 Employees X 2 hours X 8.05$1,610 Promotions (billboards, social media, signs, etc) $100,000 for the 1 Year$100,000 Remodel of store for the "Target Experience" $1.2 Million TOTAL$1.4 Million

33. Questions?