What Is Target Mission Statement?

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Target Corporation, a leading retail company, operates with a mission statement that effectively represents its commitment to providing value and a joyful experience to its customers. The mission statement is: “To help all families discover the joy of everyday life”. This statement, coupled with Target’s vision statement – “Guided commitments to great value, the community, diversity, and the environment” – provides a clear roadmap for the company’s strategic actions and decisions.


Target Corporation’s mission statement is “To help all families discover the joy of everyday life”. This statement encompasses their commitment to providing value, joy, and a positive shopping experience to their customers. Coupled with their vision statement – “Guided commitments to great value, the community, diversity, and the environment” – it provides a clear direction for the company’s actions and decisions.

Components of Target’s Mission Statement

Target’s mission statement consists of several key components that guide its corporate strategies and operations:

  1. Helping families discover the joy of everyday life: This component emphasizes the emotional aspect of shopping and the experiences that Target aims to provide to its customers.
  2. Delivering outstanding value: Target is known for its “Expect More. Pay Less.” tagline, which reflects its commitment to providing customers with high-quality products at competitive prices.
  3. Continuous innovation: Target is committed to improving the shopping experience for its customers through continuous innovation. This can be seen in its efforts to enhance store layouts, digital experiences, and guest-centric services.
  4. Exceptional guest experience: Target strives to provide a positive shopping experience for its customers, with a focus on store aesthetics, product layout, and convenience.
  5. Community involvement: Target is committed to supporting the communities it serves, with initiatives such as donating 5% of its pre-tax profits to local communities.
  6. Embracing diversity and inclusion: Target values diversity and inclusion, both within its workforce and in the communities it serves. The company has various initiatives in place to promote diversity and inclusion, such as employee resource groups and supplier diversity programs.

How Target Fulfills Its Mission Statement

Target has taken several steps to fulfill its mission statement:

  1. Offering outstanding value: Target offers quality brands and products at affordable prices, along with various ways to save and earn rewards on every Target run.
  2. Continuous innovation: Target has made significant investments in technology and operations to enhance the shopping experience for its customers. For example, the company plans to invest $4 billion to $5 billion to expand its guest-centric services, operations network of stores and supply chain facilities, and digital experiences.
  3. Exceptional guest experience: Target focuses on providing a fun, easy, inspiring, and surprising shopping experience for its customers. The company’s efforts to create a joyful shopping environment are central to its mission.
  4. Community involvement: Target is committed to engaging with the communities it serves and fostering a greater sense of cultural appreciation and understanding.
  5. Embracing diversity and inclusion: Target promotes diversity and inclusion as part of its purpose to bring joy to all families. The company’s mission and vision statements serve as guides for its corporate strategies and accomplishments, ensuring customer satisfaction and staying true to its mission while continuously striving towards its vision.

Evolution of Target’s Mission Statement and Business Strategy

Over time, Target’s mission statement has evolved from a focus on value and innovation to a more holistic approach that encompasses the joy of everyday life for families. This evolution reflects the company’s ongoing commitment to meeting the changing needs and preferences of its customers.

Similarly, Target’s business strategy has changed to adapt to evolving market conditions and consumer preferences. The company has expanded its guest-centric services, emphasized owned brands, remodeled and expanded stores, invested in digital experiences and fulfillment capabilities, and focused on sustainability and social responsibility.


In conclusion, Target’s mission statement and strategic initiatives reflect its commitment to providing value, convenience, and a joyful experience to its customers. The company’s focus on continuous innovation, exceptional guest experiences, community involvement, diversity and inclusion, and environmental stewardship helps it fulfill its mission and vision, making it a preferred shopping destination for many families.

Frequently Asked Questions

What are some examples of Target’s guest-centric services?

Some of Target’s guest-centric services include their Drive Up service, where customers can order online and have their items brought to their car, and their in-store pickup service, which allows customers to order online and pick up their items in-store to avoid shipping costs.

Can you provide some examples of Target’s initiatives to support diversity and inclusion?

Target supports diversity and inclusion through various initiatives, such as its supplier diversity program, which aims to increase the number of products offered by diverse suppliers. The company also has several employee resource groups (ERGs) that support different communities within the workforce, such as the African American Business Council, the Asian Business Council, and the Pride+ ERG.

How does Target contribute to environmental stewardship?

Target contributes to environmental stewardship through various initiatives, such as its commitment to sourcing sustainable products, reducing waste, and lowering its carbon footprint. For example, Target is part of the Sustainable Packaging Coalition and has set a goal to make at least 80% of its own brand packaging recyclable, compostable, or reusable by 2025.

How does Target’s mission statement compare to those of other major retailers?

While many retailers have mission statements focused on providing value and quality products, Target’s mission statement stands out due to its focus on bringing joy to everyday life and its commitment to diversity, inclusion, and community involvement. This holistic approach aims to create a complete and positive shopping experience for all families.

What is Target’s approach to innovation?

Target’s approach to innovation is focused on improving the shopping experience for its customers. This includes investing in technology to enhance digital experiences, redesigning store layouts for convenience and appeal, and expanding guest-centric services. The company plans to invest billions in these areas to continue to innovate and meet the changing needs of its customers.

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