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Target Corporation:

Planting the Seed of Social Media

An Analysis of Target Corporation and the Use of

Corporate Blogging as a Vital Tool in Corporate Strategy

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Executive Summary

The Target Brand has had a longstanding history with being an industry leader and a top performer. With one of the most recognized logos in the world, beating out both Apple and McDonalds for the coveted position with brand recognition at 96%[1], the company has enjoyed a history of innovation and financial success. Its humble beginnings started in 1902, when George Drayton opened the first store in Minneapolis, Minnesota under the name, Drayton Dry Goods, Co. Today, the company among the top five largest retailers in North America, among the likes of Wal-Mart, Costco, Home Depot and Kroger. It is ranked number 31 on the list of Fortune 500 companies and continually ranks as one of the best places to work in America.

Target’s corporate strategy is one that has changed little over the years: to provide high-quality, stylishly designed items plus all the essentials for life, displayed in a clean, organized and welcoming environment; The one-of-a-kind experience comes that comes from our department store roots and ongoing commitment to great prices and stylish innovations.” The timelessness of that strategy has allowed the company to continually strive for excellence, both internally and externally, and to become a favored retailer among a range of demographics- from the chic teen to college aged student, to the hard-working CEO and mother of two. From young or old, rich or poor, and virtually everything in between, Target has been able to appeal to the masses without losing quality in brand, product or services.

In keeping with the notion that Target is a company that is “Always thinking ahead, Always moving forward,” it is recommended that company include in its business strategy, the use of corporate blogging as a...