TargetCreating Diversity

Alicia Armstrong, Lanie Young & Carolina Hernandez

What is Diversity?The condition of having or being composed of differing elements: variety; especially: the inclusion of different

types of people (as people of different races and cultures) in a group or organization

Our Mission • To increase Targets appeal to the growing

Hispanic market by creating a space on Target.com where they can shop with

ease

• How?- Log on to Target.com- Click on En Espanol

- The website will then switch over to Spanish

En Espanol

Target’s Demographics

• Age: 25-34 – shoppers slightly younger than Wal-Mart

• More than half of shoppers are married

• 60% of Target shoppers are women

• Household Income: $64,000 a year

Target’s Online Demographics

• Target’s current website designed to cater to:

- Moderate - to - better income families

- Active Lifestyle

- Median age: 41 years old

- Income: $63,000 a year

Keepin It Local

• Texas total population: 25,145,561

• 60.3% are Hispanic or Latino ethnicity

• Dallas total population: 6,955,794

• 62% are Hispanic or Latino ethnicity

Computer: Technology Adoption

• Nearly all Hispanics from families with annual incomes of $50,000 or more use the internet

• 50% of Hispanic users are native born and the other half are foreign born

• Of those users 72% are English/bilingual dominate and 21% are Spanish dominate

• The 21% is our target audience

Mobile: Technology Adoption• 86% of Latinos own a cellphone

• Smartphone ownership: 49%

• 76% of Latinos have access to the internet via their smartphone or tablet

• 68% of Latinos use Social Networking sites like Facebook and Twitter

Target vs. Wal-Mart• Hispanics who use the internet to shop at Wal-

Mart Stores Inc., more than any other retailer by a sizable margin (no percentage given)

• Wal-Mart tops the list when consumers are asked where they had shopped in the previous 30 days.

- Wal – Mart: 53% of third generation Hispanics

- Target: 33% of third generation Hispanics

SWAT Analysis Strengths:

• Recognized as one of the biggest and leading US retailers

• Capable to foresee customers needs• Consumer Loyalty• Proficient in information

technology

Weakness:

• Compared to its competitor, Target has little or no international presence

• The organization may not be able to provide concentration to the market rivals due to wide range of products

Opportunities:

• Enhance quality, and offering of lower costs products

• E-business growth • Improving customer loyalty, even

more so

Treats:

• The vibrant consumer requirements continue to be a potential threat

• Customer management concerning the product procurement

• Rapid technology development

Our Solution • Design a separate website for Target’s Spanish

speaking customers

• Enhance its current merchandise assortment to ensure relevancy to its diverse guests

• By making the deals that Target offers the focal point of the website, while still holding true to

Target’s image

#howtoadvertise- Through Facebook and

Twitter (Remember 68% of Hispanics use social media)

- Television advertisements using recognizable Hispanic

actors and actresses

- Creating a YouTube channel – 42% of Hispanic internet users were twice as likely to stream

videos

Target Aplicación

• Offer Target app on iTunes and Google Play in both English and Spanish

• Wal-Mart and Kmart are English only apps

• Amazon’s app provides 7 languages including

Spanish

References• Walmart and target: A tale of two discount chains. (2012,

November 18). Retrieved from http://www.cbsnews.com/8301-505145_162-57551520/walmart-and-target-a-tale-of-two-discount-chains/

• Ad age releases retail demographics. (n.d.). Retrieved from http://www.retailleader.net/top-story-consumer_insights-ad_age_releases_retail_demographics-583.html

• http://www.merriam-webster.com/dictionary/diversity• Texas population, 2012. (2013). Retrieved from http://

www.dshs.state.tx.us/chs/popdat/st2012.shtm

References • Lopez, M. H., Gonzalez-Barrera, A., & Patten, E. (2013, March

7). Closing the digital divide: Latinos and technology adoption. Retrieved from http://www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/

• Davis, D. (2008, October 21). Online hispanics shop at wal-mart the most, but give amazon highest marks. Retrieved from http://www.internetretailer.com/2008/10/21/online-hispanics-shop-at-wal-mart-the-most-but-give-amazon-high

• (2011). Retrieved from http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2011/04/Nielsen-Hispanic-Media-US.pdf