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Running head: ASGN #7 - DIVERSITY PLAN PROJECT – TARGET 1
Forrest Andra
Christina Beckett
Janet Graham
Michele Kelley (Team Leader)
Kevin Most
Jared White
BUS 330 – Managing Diversity in the Workplace
Assignment #7 - Diversity Plan Project:
Target Bullseye Rewards Program
December 3, 2012
ASGN #7 - DIVERSITY PLAN PROJECT - TARGET 2
Abstract
A Fortune 500 company, Target Corporation is currently celebrating 50 years in business and is a
component of the U.S. Retail, U.S. Credit Card, and Canadian industry segment with 1769 stores
in 49 states and the District of Columbia. In 2013, Target plans to enter the Canadian retail
market where it will open its first 60 Canadian stores in the early half of the year, and more than
twice the number of Canadian stores to open by the end of the year (Target, 2011 Annual Report,
p. 4). This paper is a Diversity Plan that outlines a new “guest” (customer) loyalty program at
Target Corporation called the “Target Bullseye Rewards Program” which is aimed to benefit
loyal guests, grow sales, and increase guest loyalty through the earning of points for every dollar
spent at each of Target’s retail locations and via the company’s website. Reward points earned
will only be with the use of the Target VISA Credit Card. In addition, Target will donate one
percent of the Target VISA Credit Card sales to go to the Shriners Hospitals for Children – a new
charity program which is the basis for the development of this Diversity Plan. The Target
Bullseye Rewards which will feature Bullseye Bucks will be inclusive to Target’s current
REDcard Rewards Program.
Key words: diversity, Shriners Hospital for Children
ASGN #7 - DIVERSITY PLAN PROJECT - TARGET 3
Diversity Plan Project:
Target Bullseye Rewards Program
NOTE: This is an outline of The Plan in Gibson’s Chapter 3 text (2012) with the page numbers
listed and the number of pages for each element; however, we are supposed to do a condensed
version of this plan focusing on being concise (see syllabus p. 9). This is a rough beginning to
get us going…also, I’m not sure if we need the abstract, but I don’t think it will hurt. I have
links in the references for your use. Not all are references listed are cited in this paper.
Topic (to be emailed to instructor 11/27/12
(Kevin) – Research Shriners Hospitals for Children – find out if there are corporate sponsors and
if so, who are they – how much are they donating and what are they doing for them?; also learn
what’s going on with proposed SHC to be located in Kentucky – type of treatments, why are they
locating there, etc.;
(Michele) 1) Executive Summary p. 4; 1-2 pgs. - do last!!! – All elements of the plan - Concept,
mission statement, company description, strategy, programs, finances, & implementation
Concept – Diversity plan for the new “Target Bullseye Rewards Program” which will
donate one percent of guest purchases to the Shriners Hospitals for Children whenever a Target
guest uses their Target VISA credit Card. This new charity segment provides children with
quality, specialized medical care, regardless of the patient or family’s ability to pay, in the areas
of orthopedics, severe burns, and spinal cord injuries in communities within a network of 22
hospitals located throughout the United States, Canada, and Mexico.
Mission & Values Statement – (need to find diversity mission & vision statement -
websites) Target’s success begins with the fulfillment of its mission statement: “Our
mission is to make Target your preferred shopping destination in all channels by delivering
ASGN #7 - DIVERSITY PLAN PROJECT - TARGET 4
outstanding value, continuous innovation and exceptional guest experiences by
consistently fulfilling our Expect More. Pay Less. ® brand promise” (Target, About Target,
2012). Additionally, the values of the company is stated as “what we believe in” and is
expressed as “design for all”, “great guest service”, “more for your money”, “a fun and
rewarding place to work”, “celebrating diversity and inclusion”, and a “legacy of giving
and service” (Target, About Target, 2012).
(Michele) 2) History & Company Description – p. 44; 1-2 pgs. - Vision statement, industry
description, key contributors, assets, financing, company growth, & name
Vision Statement: Although the company does not specifically state a vision statement, the
mission statement incorporates the “image of the organization in the future” (Bamford &
West, 2010, p. 62). The vision of the Target Bullseye Rewards is the value creation that
will transcend into increased customer loyalty without dropping prices at times of the year
other than the holiday season when price matching is necessary to compete for sales when
consumer spending is high. With Target using a similar points system for its rewards
program as Nordstrom, it will help bolster the image of Target through identifying with
Nordstrom’s positive customer experience and trendy designer styles, but differentiating
with the “buy more, play less” branding known at Target. The more money spent, the
more that gets donated to SHC.
Industry: A fortune 500 company, Target Corporation is a component of the U.S. Retail,
U.S. Credit Card, and Canadian market segment with 1769 stores in 49 states and the
District of Columbia. Target Corporation is currently celebrating 50 years in business in
the following industry segments: U.S. Retail, U.S. Credit Card, and Canadian. In the U.S.
Retail Segment, Target competes with a variety of retailers including “traditional and off-
ASGN #7 - DIVERSITY PLAN PROJECT - TARGET 5
price general merchandise retailers, apparel retailers, internet retailers, wholesale clubs,
category specific retailers, drug stores, supermarkets and other forms of retail commerce in
the U.S.” (Target, 2011 Annual Report, p. 4). In the U.S. Credit Card segment, the
company’s “primary mission is to deliver financial products and services that drive sales
and deepen guest relationships at Target…Our ability to positively differentiate the value
of our financial products primarily through our rewards programs, terms, credit line
management, and guest service determines our competitive position among credit card
issuers” (Target, 2011 Annual Report, p. 4).
Key Contributors – (stakeholder)
(Michele) 3) SWOT – p. 44; 1-3 pgs.- Strengths, weaknesses, opportunities, threats, analysis,
market overview, industry and market changes
Strengths
Tax deductible Customer loyalty Giving option of donating money to
education Value-added benefits (value creation)
Weaknesses
Rewards for Target store andTarget online purchases only
Target VISA Credit Card users only Choice of school may be
discriminatory – not needy enough for the 1% percent education contribution
Cannot contribute to other charity organizations of choice
Opportunities
Helping the Shriners Hospital for Children
Helping children education Increasing customer loyalty Promoting Target’s social
responsibility efforts Sponsorship advertising &
recognition for giving
Threats
Competition with other major credit cards
Guests with low credit scores may not qualify for the Target VISA Credit Card
ASGN #7 - DIVERSITY PLAN PROJECT - TARGET 6
SWOT Analysis:
o Customers are getting more value for their money and they get to be a part of
giving to the community.
o Charitable Tax Deduction (Target)
Market Overview: A significant portion of Target’s total sales come from stores located
in California, Texas, Florida, Minnesota and Illinois. The median age of the Target guest
is 40 years old with a median household income of $64,000. Approximately 43 percent
have children living at home; about 57 percent have completed college (Target, Investor
Corporate Overview, 2012).
Industry and market changes:
(Jared) 4) Strategy – p. 45; 2-4 pgs. – Competitive focus, technological focus, employee focus,
market focus, strategy focus, operations focus
(Jared) 5) Program Description – p. 46; 3-4 pgs. – Marketing, management, diversity, &
business
(Forrest) 6) Financial Description – p. 46-48; 3-4 pgs. - Preparation, P&L, Identity, Balance
Sheet, Statement of Cash Flows, Pro Forma
(Christina) 7) Implementation – p. 49; 1-3 pgs. – Action Plans, objectives, tactics, policy
ASGN #7 - DIVERSITY PLAN PROJECT - TARGET 7
(Janet) 8) Assessment – p. 50; 1-2 pgs. – Competitive, customer service, quality, integration,
introduction, strategic to tactical, & measurable
(Michele or Kevin?) 9) Summary (conclusion) -
References
Bamford, C. E., & West III, G. P. (2010). Strategic management: Value creation, sustainability,
and performance. Mason, OH: South-West Cengage Learning.
Gibson, Jr., A. B. (2012). Motivatetheworld.com. Bridging global boundaries – A 21st century
approach to business components and process. Folsom, CA: GAME Company.
Nordstrom (2012). Form 10-K, 2012. Seattle, WA. Retrieved from EdgarOnline, via Yahoo
Finance, at: http://yahoo.brand.edgar-online.com/displayfilinginfo.aspx?
FilingID=8490614-904-398077&type=sect&dcn=0001193125-12-119641
SHC (2012). Shriners Hospitals for Children. Support our hospitals. Retrieved from
http://support.shrinershospitals.org/site/PageServer?pagename=HowYouCanHelp_v2
SHC (2011). Shriners Hospitals for Children. KPMG: Independent audit report. Retrieved from
http://support.shrinershospitals.org/site/DocServer/2011_Audited_Financials_SHC.pdf?
docID=4681
Target (2012). About Target. Mission and values. Target.com. Retrieved from
https://corporate.target.com/about/mission-values
Target (2012). Form 10-K, 2012. Minneapolis, MN. Retrieved from EdgarOnline, via Yahoo
Finance, at: http://yahoo.brand.edgar-online.com/EFX_dll/EDGARpro.dll?
ASGN #7 - DIVERSITY PLAN PROJECT - TARGET 8
FetchFilingHtmlSection1?SectionID=8486203-1001-
354705&SessionID=cjE3FWRLX23U4T7
Target (2011). Investors. Target 2011 Annual Report. Retrieved from
https://corporate.target.com/annual-reports/2011/images/company/annual_report_2011/
documents/Target_2011_Annual_Report.pdf
Target (2012). Investor Corporate Overview. Financial summary. Target Corporation. Retrieved
from http://investors.target.com/phoenix.zhtml?c=65828&p=irol-homeprofile
Target (2012). Target Corporate. The shopping experience. Retrieved from
https://corporate.target.com/about/shopping-experience/
Wal-Mart (2012). Walmart Credit Cards. Financial Services. Retrieved from
https://www2.onlinecreditcenter6.com/consumergen2/login.do?
accountType=generic&clientId=walmart&langId=en&subActionId=1000