Major Competitiors
Target has four main competitors but its closest competitor is Walmart. Amazon is slowly becoming a major sensation. The company is growing its grocery business and aggressively expanding stores. While not every two stores are the same, collectively Target has a stronger reputation in supportive staff. The age of Walmart, Target used high-profile and expensive ad campaigns and designer partnerships to set itself apart as the upscale and chic choice for bargain hunters. As a columnist for the Harvard Business Review wrote in 2010 , "Everything from store layout to advertising to inventory conveys an eye for style." When the much-anticipated budget line by famed designer Jason Wu hit Target shelves and its online site last month, much of the clothing sold out within hours. In recent years Target has turned its eyes to beefing up its grocery offerings, dedicating $2 billion in capital funding to store renovations. The benefits of becoming a legitimate grocery option for consumers is twofold. The move allows it to take on Walmart head on. It also helps draw customers inside its doors more often, which increases their likelihood to buy other items as well.