Project Objective: To gain local relevancy while maintaining corporate brand, margin goals, and commitment to shareholders in order to provide a relevant shopping experience for Target customers. Managed a team of four members to obtain an overall goal; Studied demographics and geographics in order to determine consumer preferences base on regionalization throughout the United States and Canada, Researched and developed the concept of mobile application implementation in Target stores across these regions, allowing sales and product promotions to be delivered to customers via email & mobile notifications; Regionalized areas of the United States and Canada based on location of Distribution Centers, Food Distribution Centers, and Corporate Offices to analyze best delivery of implementation of new ideas; Consulted with upper-management to improve product niche merchandising and later presented ideas to these members of the Target team; Placed 2nd out of 24 competing teams in overall competition.

1. Food Localization:
Niche Merchandising
PRESENTED BY EXECUTIVE DETECTIVES:
L I N D S AY B R I G H T W E L L
EILEEN CORLEY
MICHAEL DIGIORGIO
FAW N A WA S S O N

2. What to Expect!
Company overview
Project objective
Initial SWOT
Implementation
After SWOT
Questions
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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3. Target - Company Overview
Who are we?
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US Age Demographics
Who are our guests?
o Avg. Age
o Avg. Income
o College Education
o Children at Home
3/2/2014
= 40
= $64,000
= 55%
= 43%
Under 18
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
18-65
Over 65
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4. Project Objective
To gain local relevancy while maintaining its corporate
brand, margin goals, and commitment to shareholders in
order to provide a relevant shopping experience for our
customers.
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Expect more, pay less!

5. SWOT Analysis as of Now
Strengths
Weaknesses
Opportunities
Feed the latest trends;
one-stop-shop; visually
appealing stores;
Products not
segmented; low
inventory; self-service
focus;
Product promotion;
Economic growth;
store expansion;
unemployment;
demand for private label inflation;
products
Brand awareness:
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1st largest retail in
America
Damage reputation
(Data Security Breach);
Not always lowest
prices;
Stores are not location
specific
Room for new localized
merchandise
3/2/2014
Threats
Competition: Costco, KMart, & Wal-Mart
In EXPANSION of
business cycle!
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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6. Implementation – Online Surveys
Brief survey
oAllows customer to obtain additional discount on overall purchase
Implement at checkout
oInformation on store receipts
oExample:
Q: What style BBQ sauce do you prefer?
a)
b)
c)
d)
3/2/2014
Tangy
Original
Spicy
Other – Please indicate!
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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7. Implementation – Product Specific
Regionalized BBQ sauce – store location
oThrough FDC
Promotions (Location Specific)
oREDcard Exclusive Offers
oiBeacon – discounts according to location
oBOGO – Compliments in economics
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Expect more, pay less!

8. Implementation – Mobile Application
iBeacon
oPromo’s according to location
Certain products, certain areas
oTexts/Notifications while in store
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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9. Food Distribution Center Locations
Ft. Worth, Texas
Phoenix, Arizona
Lake City, Florida
Cedar Falls, Iowa
**West Jefferson, Ohio**
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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10. Implementation – Regional Map
Midwest Region
oRegion specific according
to preference and stock store
locations accordingly.
Tomato
Vinegar/mustard
& sugar
Tomato & vinegar
Mop sauce/spicy
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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11. Implementation – Product Specific
Ex.
Kansas City, MO. (Region)
oKansas City Style
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
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12. SWOT Analysis After Implementation
Strengths
Weaknesses
Opportunities
Threats
Targeted market due to
localized products;
relevant branding &
shopping experience for
customers.
Higher shipping cost;
customer rejection of
new brands;
Larger consumption;
growth to implement
with other products
Competitors can use
similar tactics; economy;
inflation;
unemployment
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Expect more, pay less!

13. Project Timeline
4 months of
Research &
Development
4 months of
Implementation
Adjustments
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Expect more, pay less!

14. Questions?
3/2/2014
ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Expect more, pay less!