Introduction is easy, affordable, and enjoyable, Target team

Introduction 

I worked at Target Corporations couple years ago for about
two years. It is one of the biggest leading retailers with an exceptional viewpoint
and method of reaching their customers while presenting upscale product at reasonable
everyday price. While I was working for such a huge company it was a bit
difficult to deal with the everyday with the amount of information, products,
and clienteles. But when you work for Target, you will find a great amount of respect
and a effort between the other co-workers. I will be explaining how the management
at Target practices planning, leading, organizing, staffing and controlling, to
the advantage of their company, employees, customers.

Planning

The goal of this big retail company is to constantly achieve
their motto which is, expect more, and pay less in a corporation that depend on
the Target Products that are unique to only their store. According to research,
it is believed that Target’s role in retail comprises of knowing what the shopper
wants and needs, while they’re bringing the highest quality of goods at an average
amount (Rooney, 2012). These unique brands let people that shop at Target know
that the product they’re getting cannot be found at any other store and they
are buying a top-quality product that delivers consistent results from a
company that has the guest’s best interest in mind. The company’s ultimate goal
is to accommodate every customer’s needs and make their shopping experience calm,
reasonably priced, and pleasant. “Managers use planning to choose appropriate
organizational goals and identify courses of actions to best reach those
goals,” (Baack, Reilly, & Minnick, 2014).

To ensure the shopping experience is easy, affordable,
and enjoyable, Target team members will receive a list of breakdowns and
setups; these plans show the employee what sections of the store need to be
changed in order to better serve the guests’ needs. For instance, when spring
is approaching, we would receive a report showing us how to breakdown a holiday
display and replace those items with a spring cleaning display. Target knows
its customers will be spring cleaning after the winter season and to make the
shopping experience easier, they have employees place various cleaning
chemicals, most of which will be Target Brand supplies, along with paper
towels, dusters, and air fresheners on an endcap. Target Brands are less
expensive thus making the choices easier and more affordable. Upon entering the
store, guests find all the products they need within easy reach and have a less
stressful shopping experience when all the items they need are in close
proximity of one another, which creates an enjoyable shopping experience. It is
these small touches that make such a huge difference and make Target
Corporation stand out among other big box stores. This also allows Target to
push the brands they know will encourage their guests to return repeatedly. The
marketing strategies coincide with the motto of expect more and pay less. All
of the planning that takes place at the store relies heavily on the team
members and the success of leading the team members to create the experience
guests deserve to allow Target stores to stand out among competing big box
retail chains.

Leading

“Leading means motivating, coordinating, and
energizing individuals and groups to work together to achieve organizational
goals,” (Baack et al., 2014). Team members at Target are taught that
collaboration is key. This is the ultimate reason why Target does not emphasize
titles such as employee, clerk, manager, or staff, but rather the company
refers to everyone as team members. Each team member has various
responsibilities and an underlying title, but the term team member is the most
influential. This type of comradery among employees gives the impression of
acceptance and willingness to collaborate and listen to one another. If all
employees feel respected, then new ideas will surface, and people are more apt
to collaborate and make a difference. This happens at the store level as well
as among corporate employees. “Team members at all levels from stores, distribution
centers, and headquarters are encouraged to use Target’s array of social media
tools to share news and stay connected,” (Dishman, 2015).

Open communication and collaboration among all
employees is what leads Target and its employees on a successful retail
journey. For instance, to elaborate on an example mentioned before, if a team
member is rebuilding a display and notices that more product could be presented
in a more efficient way, that employee can turn to Target’s array of social media
to collaborate. If the spring cleaning display has an empty shelf or section,
that team member can post a picture and ask for ideas about what to include
because even at the store, level employees can struggle with finding solutions
handed down by corporate. Target Corporation recognizes this and offers
solutions. Rather than ignore the problem, an employee posted a message on the
internal message board and very quickly received a response about including
products to effectively store the cleaning supplies, such as a decorative
basket. Immediately the solution is found, and everyone was able to collaborate
which boosts morale and makes working at Target a rewarding experience.

Organizing

“Organizing is the process of establishing task and
authority relationships that allow people to work together to achieve the
organization’s goals,” (Baack et al., 2014). Team members have various tasks
they are responsible for and are required to fulfill those tasks while also
answering to the person employed in the position above them who has more
authority, but the organizing of employees at Target Corporation do not focus
so much on the proverbial line going up the paper to eventually end at the CEO.
Rather employees are trained to simply work together, collaborate, and make
magic happen. So again, collaboration is key. However, if someone were to
require a breakdown of the company’s organizational structure they would find
that the company organized by geographic location and each department focuses
on what the consumers of those locations require. Then retail locations are
stocked and represent the most current needs of those guests.

Staffing

“Staffing includes the recruiting, selecting,
training, evaluating, compensating, and disciplining of employees within the
organization,” (Baack et al., 2014). “Target is a company that is remarkably
open to outside inspiration while at the same time so top-down that the CEO
personally interviews candidates for the top 600 positions and can identify a
misplaced screw on a gazebo,” (Reingold, 2008). The attention to detail and
willingness to step out of a corporate role to fulfill any needed requirements
is what makes target employees stand out and is the essence of why the term
team member is so vital to the entire operation. Target also employs a team of
Targeteers who “scour cities from Boston to Bilboa looking for the next ‘in’
thing, be it color or a high-tech fabric,” (Branch, 1999). Perhaps the concept
that makes Target stand out among competitors is the type of staff the company
employs. The recruiting takes place on many levels, from scouring the globe for
celebrities who are willing to produce a streamline product only for Target to
a person walking in a brick and mortar location looking for a job; the staffing
method is wide spread. The selection is different than any other retail chain
because the organization of the company is not a simple up and down with one
employee above another, but rather the selection must take into account the
need for communication on a level that most are not accustomed to when employed
by a retail chain. The training takes place on the job mostly, but some
pre-requisite videos are presented directly after the hiring process. These
videos include what to avoid and what is expected of each team member. A new
employee is assigned a team buddy and the experience begins. One should refer
to the new job as an experience because it is not simply a mindless position
where one times in and out, but rather from the time one arrives at work they
are constantly challenged to communicate and find solutions for problems that
others may not have seen. Team members are encouraged to think critically and actively
all the time, every day. The evaluation process consists of hearing from one’s
fellow team members, but ultimately relies on one’s manager. The compensation
program at Target has recently begun to majorly cut into the profits of the
company because of the increase in minimum wage over the last several years.
“The federal minimum wage rate in the US, which remained at $5.15 per hour
since 1998, increased to $5.85 per hour in 2008,” eventually ending up at $7.25
per hour or higher depending on the cost of living in each state, (Target
Corporation, 2014). This increase has significantly affected Target’s profit
margins.

Controlling

“Controlling establishes accurate measuring and uses
monitoring systems to evaluate how well the organization has achieved its
goals,” (Baack et al., 2014). Target Corporation prides itself on the research
and marketing front as one of the most diligent companies to know how to reach
the customers and get the necessary information to ensure the goals of the
company are met. For instance, Target has long used customer analytics to make
marketing decisions and assess how successful the company is at reaching the
prime Target consumer. “Target starts by analyzing its collection data to
understand the needs of each customer,” while simultaneously studying marital
status, age, gender, household income, occupation, and many other specific
details about the consumers who frequent their locations (Corrigan, Craciun,
& Powell, 2014). This form of data mining, while extremely controversial is
also extremely beneficial to evaluating how well the company is reaching
certain consumers and how well the company is performing. Aside from simple
annual financial reports, the information gathered while data mining is what
has launched the company and allowed the Target Corporation to tweak procedures
and improve certain areas to continue making profit year after year.

Conclusion

In a
nutshell, Target’s goal of offering top quality products at affordable prices
is fulfilled by carefully choosing products and marketing them within the
stores to create an easy and less stressful environment for their guests.
Effective leading is created through allowing employees to collaborate with one
another and use open forms of communication. The company continues to rely
heavily on collaboration within its organization features and encourages all
team members, regardless of title, to collaborate. Staffing is wide spread and
is done with attention to detail. Finally, the control feature is maintained
through extensive research and relies heavily on the controversial data mining.
In its entirety Target Corporation is leading the big box retail stores and is
using the five management functions to further propel the company. Thus, the management at Target practices the five management
functions to stay well-organized and benefit their company, employees,
customers.

 

 

References

Baack, D., Reilly, M., &
Minnick, C., & (2014). The five functions of effective management (2nd ed.)
Electronic version. Retrieved from https://content.ashford.edu/

Branch, S. (1999). HOW TARGET GOT
HOT. Fortune, 139(10), 169-172. Retrieved from
http://eds.a.ebscohost.com.proxy-library.ashford.edu/eds/detail/detail?sid=a89fec55-cb51-4122-9bea-6688fbc8db56%40sessionmgr4001&vid=4&hid=4111&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=1832691&db=bsh

Corrigan, H. B., Craciun, G., &
Powell, A. M. (2014). How Does Target Know So Much About Its Customers?
Utilizing Customer Analytics to Make Marketing Decisions. Marketing Education
Review, 24(2), 159-166. doi:10.2753/MER1052-8008240206

Dishman, L. (2015). HOW TARGET’S CEO
INSPIRES TEAMWORK AT A MASSIVE SCALE. Retrieved from Fast Company:
http://www.fastcompany.com/3001988/how-targets-ceo-inspires-teamwork-massive-scale

Reingold, J. (2008). TARGET’S INNER
CIRCLE. (cover story). Fortune, 157(6), 74-86. Retrieved from http://eds.a.ebscohost.com.proxy-library.ashford.edu/eds/detail/detail?sid=39850d77-d4a9-4073-b66e-c25ac4793850%40sessionmgr4003&vid=3&hid=4111&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=31803139&db=bsh

Rooney, J. (2012). Behind The Brand:
A Tour Of Target With New CMO Jeff Jones. Forbes.Com, 6. Retrieved from
http://eds.b.ebscohost.com.proxy-library.ashford.edu/eds/detail/detail?sid=21fee1ec-dde8-47f6-a637-824759d88593%40sessionmgr113&vid=2&hid=121&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=77918688&db=bsh

Target Corporation. (2014). Target
Corporation MarketLine Company Profile, 1-34. Retrieved from
http://eds.b.ebscohost.com.proxy-library.ashford.edu/eds/pdfviewer/pdfviewer?sid=b17e93ff-50d5-474d-a615-462834d876b8%40sessionmgr112&vid=3&hid=121