1) Develop a comprehensive strategy, both concept and implementation, that will improve the integration between Target's retail stores and online presence in order to attract omnichannel guests and drive additional sales. Focus on delivering this strategy through the lens of Target's Merchandising Strategy and what effects will this have on the supply chain?
2) Apply the concepts and tools discussed in your course lectures. You should support your recommendations using those tools and concepts. You are allowed to use any concept/analysis method that you have learned in your other related courses e.g., Operations Management, Logistics or Supply Chain Management. For example, you can justify your recommendation using a SWOT analysis (Internal: Strengths/Weaknesses, External: Opportunities/Threats) of the current situation Target faces in a cross-channel environment as well as a second SWOT analysis based upon implementation of the proposal.
3) All your analysis and main recommendations MUST be related to supply chain concepts. It means marketing-oriented solutions can be only accepted as "side points" or post-hoc but not as the main recommendation.
4) You are allowed to narrow down your analysis to specific product categories, for instance, makeup items. You can also discuss what product categories might represent the biggest opportunity for growth by improving Target's online and offline channel integration? Does the
guest perceive a difference between Target's online and offline assortments for that specific product? Then, form all your analysis based on the specific item you chose.
5) In your analysis, you might consider important factors such as a. Item value (or price) e.g., how important is price consistency and transparency across channels? How does the guest assess value of an item?
b. Customer service level: what is the ideal service level for online vs. in store sale? What services should be provided to improve guests' shopping experiences? How can services be used to create more loyalty? What services will increase the purchase conversion rate of online visitors and/or store visitors?
c. Fulfillment methods: What types of fulfillment options are competitors offering today to multichannel shoppers? What fulfillment options should Target consider for busy families?
Attachment:- Target Distribution Chain Case Study.rar