SWOT Analysis of Target Corporation

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.

Threats

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.