The LGBT Guest

The LGBT Guest

SWOT: Strengths, Weaknesses, Opportunities, and Threats

Strengths of Target Style

One of the key strengths of the Target Style business is the wide product range that allows LGBT-oriented customers to enjoy a variety of products to select from; fashion products for the LGBT community are tailored to suit their needs, tastes, and preferences. Another key strength is the business’s advanced promotional strategy. Target Style has supported the activities of the LGBT community through the formulation of partnership agreements that enable the company to support the work of LGBT organizations. For instance, all proceeds from the PRIDE apparel collection were directed towards the financial support of the LGBT organization the Family Equality Council. The Target brand is available in about 1,800 stores across the United States; therefore, the company has the potential to reach many members of the LGBT community by providing a wide variety of products that suit the needs of LGBT guests.

Weaknesses of Target Style

The demands of LGBT guests are constantly evolving, and despite the company’s response to trends, it fails to keep up with the fast-paced changes. Further, some products geared towards LGBT guests require customization; hence the mantra of expecting more and paying less is negated in the enterprise. Indeed, Target works closely with LGBT organizations; however, most of the partnerships and promotional activities do not bear fruit based on the understanding that some individuals from the LBGT community are afraid to come out in the open and take advantage of promotions. The variety of products targeted at the LGBT guest is limited, especially in home décor and houseware/appliances.

Opportunities for Target Style

Target stores have an excellent opportunity to reach out to millions of LGBT Americans through promotional activities and marketing campaigns across the United States. For instance, the company can employ celebrity advertising techniques to propel the Target Style brand in the market. Indeed, LGBT celebrities could help showcase the needs and tastes of LGBT persons in the United States. Further, Target Style can collaborate with LGBT designers and fashion companies; in this case, the LGBT guests visiting the Target stores will have a wider variety to select from, thus increasing sales and demand. Finally, Target can undertake consumer-research activities within LGBT communities to collect crucial data to be used in designing, promoting, and pricing LGBT-oriented products.

Threats to Target Style

The supply chain for the LGBT products within Target stores located across the United States faces challenges in delivering products to remote locations; therefore, the threat of competition from competitors such as Walmart affects the sustainability of the brand focused on LGBT guests. Further, the slow response of Target Style to the ever-changing demands causes some customers to shift their attention to more trendy and fashionable brands introduced by new entrants; thus, Target’s share in the LGBT market declines significantly, to the detriment of the company’s brand position.