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Target SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 03, 2023Read time:

Here is a detailed SWOT analysis of Target covering strengths, weaknesses, opportunities and threats.

Target Strengths

  1. Target Corporation has more than 400,000 employees
  2. Revenue performance is good which is backed by a strong financial position
  3. Target retail stores are recipient of several award and recognition
  4. Only national retailer employing a Garment Hanger reuse program
  5. Target retail brand has approximately 1900 stores in the USA
  6. Sponsorship of major events and sporting events has enhanced it brand visibility
  7. It offers a wide variety of products which include health, clothing, food, toys, pet care etc.
  8. Target has good legacy as it has been established as one of the great retail brands in the USA since 1962.
  9. Target is known for its good in-store experience as compared to its competitors
  10. Target is known for its innovative store format like Target, SuperTarget, CityTarget, TargetExpress etc.
  11. Target has comprehensive loyalty program and offers cards like REDCard for its customers

Above are the strengths in the SWOT Analysis of Target. The strengths of Target looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Target Weaknesses

  1. Past legal cases have affected the brand image of Target group at times
  2. Despite being a strong brand, it hasn’t penetrated in to the international markets (focused just in US)
  3. Target prices are on the higher side sometimes as compared to the competitors

These were the weaknesses in the Target SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Target Opportunities

  1. Disposable income is increasing of the customers hence high purchasing power, this is true across different geographies so Target can venture in other markets
  2. Tapping the international market specially emerging economies can help boost business for Target retail
  3. Acquisition of smaller retail chains to increase business
  4. More visibility through advertising and customer focused services

Above we covered the opportunities in Target SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Target Threats

  1. Huge competition from other international retail chains can affect Target's margins
  2. Increase raw material prices can lead to higher manufacturing costs
  3. Increasing competition and changing economic scenarios

The threats in the SWOT Analysis of Target are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Target SWOT analysis.

About Target

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Target Overview
Parent Company

Target Corporation


Department Stores


Lifestyle and Retail

Tagline/ Slogan

Daily deals


Target retail is one of the largest discount retailer in the United States

Target STP

Customer looking for consumer goods

Target Market

Middle class and upper class individuals


Target Corporation is an American retailing company offering discounted prices on quality products

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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