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T arget C reating D iversity

T arget C reating D iversity. A licia A rmstrong, L anie Y oung & C arolina H ernandez. W hat i s D iversity?.

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T arget C reating D iversity

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  1. TargetCreating Diversity Alicia Armstrong, Lanie Young & Carolina Hernandez

  2. 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

  3. 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

  4. En Espanol

  5. 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: $64,000a year

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. SWAT Analysis

  12. 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

  13. #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

  14. 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

  15. 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

  16. 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

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