Target Australia: Internal Analysis, SWOT Analysis, and Market Segmentation

management

Internal analysis.....................................................................................................................................2
SWOT analysis......................................................................................................................................2
Market segmentation.............................................................................................................................4
External analysis:..................................................................................................................................4
Competitor’s analysis........................................................................................................................4
Macro environment...............................................................................................................................5
PEST analysis....................................................................................................................................5
Executive summary...............................................................................................................................6
References.............................................................................................................................................7

Internal analysis
Target Australia is a mid-priced department chain, which is owned by Wesfarmers. Target
Australia is the largest department store due to its store number, which operates almost 301
stores in the country with 13000 team members who work in its store operations. The
products offer wide range of products that includes cosmetics, electronics, home wares,
fitness, consumer electronics, and clothing. It is renowned as a multichannel retailer who
specialises in supply chain, customer services, finance services, and fashion (IBIS world,
2019). According to Wesfarmers Annual report, 2018, it aims to open more stores with
increasing format of innovation. The company aims to expand the online transactional
capabilities and reinvest in the stores. For business transformation, the company focused on
strategies that has operational plan so that they can undertake initiatives. While looking at the
competitors’ activity and the consumer trends, the company set a clear price strategy and
reset the fashion so that it can differentiate the offers and capture large market.
SWOT analysis
Strengths Weaknesses
 Target has large-scale operations in
Australia and US.
 Target focuses on differentiated
products, which are affordable as
well as stylish (IBIS world, 2019).
 As Wesfarmers is its parent
company, it enjoys a brand
recognition (Aithal, 2016).
 The company has introduced
 Recently, the company has
experienced privacy issues, which
forced it to pay huge cost in
establishing security regulations
(Aithal, 2016).
 The confidential information of the
customers that includes debit and
credit card details was leaked.
 Company is dependent on foreign