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Gifts for Her in the Local Target shop - Essay Example

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We are examining local Target shop which is situated not far away from the center of the city near the university. There is a wide selection of gifts for girls and women. Prices in the shop are average at the market. The local Target shop is situated in the service quarter as well as other supermarket and other goods shops…
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Gifts for Her in the Local Target shop
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Download file to see previous pages Customers of the shop have an opportunity to choose any gift from the wide range of presented goods. They are arranged at shelves by category so if customer knows category he or she needs, he or she may select more gifts from this category.
Also there is a website where customer can find suitable for him or her gift in electronic catalogue. There is a Gift Finder tool at the website that helps customer to find appropriate gift by price or by category. It is possible to get to know if any definite gift available in specific local Target store.
There is a Wal-Mart supermarket not far away the local Target shop where a lot of gifts is sold. Also there are a lot of small souvenir shops in this quarter and in neighbor quarter where customer also can buy gifts. The supermarket is direct competitor of the local Target shop, while small souvenir shops are indirect competitors.
However, a distinguishing feature of the local Target shop is special section of gifts especially for girls and women. Wal-Mart does not have specific section of Gifts for Her, it has only Gifts and Flowers section. So Target's competitive advantage is that customer will be sure that gift he or she select is suitable for girl or women.
The target audience is habitants, tourists and personnel of numerous offices from this quarter, and from neighbor quarters. Also staff and students from the university are customers of the Target shop.
Target market segments
Target market of the local Target shop is people from 16 to 80. The research had shown that 60% of the customers are people mostly from 16 to 35, while 25% of the customers are people mostly from 36 to 50 and 15% of the customers are people mostly from 51 to 80.
Students, post-graduates, tourists and staff of nearby offices are included in the first category of the customers. Customers of the second category are tutors, habitants of the quarter, tourists and personnel of nearby companies. Pensioners and tourists are mostly included in the third category. All these customers are people, who have female friends or relatives.
The first category of the customers (students, post-graduates and staff of nearby offices) are most likely to buy strong gifts from Fashion+Beauty category. Tourists and businessmen prefer gifts from Electronics category. There are also returning customers who buy gifts from Hobbies category; they are mostly pensioners and staff of the university.
Currently the local Target shop is advertising in order to reach customers or to be seen by customers through:
Mass media: advertisement on the local radio station
Display: location, building, signing, window/counter/shelf display, environment, decoration, printed materials
One-on-one: in person, by letter, and telephone ...Download file to see next pagesRead More
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