Target: \"Expect More. Pay Less\"

Target: "Expect More. Pay Less"

The Target Corporation has consistently marketed its venues as 'high end' discount stores. Its elegant, spare bull's eye logo and bright signature product colors, along with its mission statement exemplify the company' style and philosophy:

Our mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less brand promise

The mission statement underlines that it is possible for consumers have high expectations and to still pay low prices for what they want. Target's mission statement focuses on the consumer, above all else (as opposed to shareholders or employees) and calls the consumer a 'guest' rather than a buyer. With airy, well-lit stores and the use of innovative designers for its clothing, Target strives to embody the company emphasis on creativity and innovation in a welcoming atmosphere. Target as a retail store must above all serve the customer and give the customer what her or she wants.

Unfortunately, in comparison to some of its competitors, like Wal-Mart and dollar stores, because Target does not offer rock-bottom prices, but strikes a balance between quality and low prices, its fortunes have been suffering as of late. Also, it has chosen to emphasize less necessary goods like clothing and home goods, to create its image of giving an exceptional shopping experience, as well as being a place to pick up a box of cornflakes. But for that reason as well, consumers have been more likely to patronize stores that focus on basic necessities like Wal-Mart, when they must prioritize their needs (Gregory 2009). Consumers do not merely want to 'pay less,' now, they want to pay the lowest prices possible.