Target Canada Essay

Submitted By Llnelson10
Words: 1191
Pages: 5


The Target Corporation is an American retailing company, founded in 1902. It is the second-largest discount retailer in the United States after Wal-Mart Stores. The company is ranked 36th on the Fortune 500 as of 2013 and is a component of the Standard & Poor's 500 index. (StrategicManagementInsight)
In 2011, Target acquired the 189 locations in Canada operated by Hudson Bay Company’s Zellers discount chain, opening its first store in Canada in March 2013 in Guelph, Fergus, and Milton, Ontario. (Target, Canada) In May of 2013 Target branched out to British Columbia, Canada, with a hype opening but to only bring the fourth quarter sales down.
Target provides one Mission statement to target both the USA and Canada customer base.
Our mission
Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.® brand promise..
(Mission & Values)
The current mission statement does target the brand, culture and customer experience of HOW they serve their customers, and WHAT they do, but is lacking the WHY & WHO that is in Target’s current mission. The current mission is aimed on only its American consumer. Now that Target has branched into the Canadian market they have to appeal to all Countries.
For many years, Canadians went across the border for US shopping because the products were cheaper and they were not always available in Canada. It is convenient and not very time consuming to cross the border with the reward of cheaper prices and varying products. But, when Target emerged to the Canadian market, the company was hit with the reality that the Canadian market was more difficult to predict than they thought.
Although there are so many different reasons that have contributed to the barriers to entry, such as government tax laws, language laws, population in Canada compared to the United States. Target needs to write a new mission statement that targets all types of consumers.
Target has addressed the “what we are” and “how we do it”, including the famous brand promise of “Expect More, Pay Less” to show consumers of their unique identifier. Target still needs to address “who their customers are” and “how they will serve them”.

Current Mission Statement Revised Mission Statement
Who are we:

Who are we:
• An upscale discounter focused on high quality and value

What do we do:
• Deliver outstanding value
• Continuous innovation What do we do:
• Provide trendy merchandise that guests want
• Provide affordable pricing
• Convenience
Why are we here:

Why are we here:
• Guest loyalty
• Commitment to provide the best
Who are our customers:

Who are our customers:
• Shoppers looking for value and affordability
How do we serve them:

• Exceptional guest experience
• Consistently fulfilling our brand promise*
• Make Target your preferred shopping destination How do we serve them:

• Exceptional guest experience
• Consistently fulfilling our brand promise*
• Make Target your preferred shopping destination

*Target’s Brand Promise: “Expect More, Pay Less”

Revised Mission Statement:
At we are committed to providing the best upscale, trendy and affordable products in one convenient location. When our guest visit Target we will consistently fulfill our brand promise of
“Expect More, Pay Less”.

This revised mission statement targets consumers in all countries and provides the WHO – upscale, trendy, affordable, WHAT – one convenient location, WHY – commitment to provide the best, HOW – fulfill our brand promise “Expect More, Spend Less” to the target audience.
Target does not have a vision statement currently. This would increase their position in the market with full transparency to shareholders and the general public on what Target’s dream is, and how they are approaching this dream. A vision…