French and Indian War - Campaigns of 1756-1757

Previous: French Indian War - Causes | French Indian War/Seven Years War: Overview | Next: 1758-1759: The Tide Turns Changes in Command In the wake of Major General Edward Braddocks death at the Battle of Monongahela in July 1755, command of British forces in North America passed to Governor William Shirley of Massachusetts. Unable to come to an accord with his commanders, he was replaced in January 1756, when the Duke of Newcastle, heading the British government, appointed Lord Loudoun to the post with Major General James Abercrombie as his second in command. Changes were also afoot to the north where Major General Louis-Joseph de Montcalm, Marquis de Saint-Veran arrived in May with a small contingent of reinforcements and orders to assume overall command of French forces. This appointment angered the Marquis de Vaudreuil, governor of New France (Canada), as he had designs on the post. In the winter of 1756, prior to Montcalms arrival, Vaudreuil ordered a series of successful raids against the British supply lines leading to Fort Oswego. These destroyed large quantities of supplies and hampered British plans for campaigning on Lake Ontario later that year. Arriving in Albany, NY in July, Abercrombie proved a highly cautious commander and refused to take action without Loudouns approval. This was countered by Montcalm who proved highly aggressive. Moving to Fort Carillon on Lake Champlain he feinted an advance south before shifting west to conduct an attack on Fort Oswego. Moving against the fort in mid-August, he compelled its surrender and effectively eliminated the British presence on Lake Ontario. Shifting Alliances While fighting raged in the colonies, Newcastle sought to avoid a general conflict in Europe. Due to changing national interests on the Continent, the systems of alliances that had been in place for decades began to decay as each country sought to safeguard their interests. While Newcastle wished fight a decisive colonial war against the French, he was hampered by the need to protect the Electorate of Hanover which had ties to the British royal family. In seeking a new ally to guarantee the safety of Hanover, he found a willing partner in Prussia. A former British adversary, Prussia wished to retain the lands (namely Silesia) it had gained during the War of the Austrian Succession. Concerned about the possibility of a large alliance against his nation, King Frederick II (the Great) began making overtures to London in May 1755. Subsequent negotiations led to the Convention of Westminster which was signed on January 15, 1756. Defensive in nature, this agreement called for Prussia to pr otect Hanover from the French in exchange for the British withholding aid from Austria in any conflict over Silesia. A long-time ally of Britain, Austria was angered by the Convention and stepped up talks with France. Though reluctant to join with Austria, Louis XV agreed to a defensive alliance in the wake of increasing hostilities with Britain. Signed on May 1, 1756, the Treaty of Versailles saw the two nations agree to provide aid and troops should one be attacked by a third party. In addition, Austria agreed not to aid Britain in any colonial conflicts. Operating on the fringe of these talks was Russia which was eager to contain Prussian expansionism while also improving their position in Poland. While not a signatory of the treaty, Empress Elizabeths government was sympathetic to the French and Austrians. War is Declared While Newcastle worked to limit the conflict, the French moved to expand it. Forming a large force at Toulon, the French fleet began an attack on British-held Minorca in April 1756. In an effort to relieve the garrison, the Royal Navy dispatched a force to the area under the command of Admiral John Byng. Beset by delays and with ships in ill-repair, Byng reached Minorca and clashed with a French fleet of equal size on May 20. Though the action was inconclusive, Byngs ships took substantial damage and in a resulting council of war his officers agreed that the fleet should return to Gibraltar. Under increasing pressure, the British garrison on Minorca surrendered on May 28. In a tragic turn of events, Byng was charged with not doing his utmost to relieve the island and after a court-martial was executed. In response to the attack on Minorca, Britain officially declared war on May 17, nearly two years after the first shots in North America. Frederick Moves As war between Britain and France was formalized, Frederick became increasingly concerned about France, Austria, and Russian moving against Prussia. Alerted that Austria and Russia were mobilizing, he did likewise. In a preemptive move, Fredericks highly disciplined forces began an invasion of Saxony on August 29 which was aligned with his enemies. Catching the Saxons by surprise, he cornered their small army at Pirna. Moving to aid the Saxons, an Austrian army under Marshal Maximilian von Browne marched towards the border. Advancing to meet the enemy, Frederick attacked Browne at the Battle of Lobositz on October 1. In heavy fighting, the Prussians were able to compel the Austrians to retreat (Map). Though the Austrians continued attempts to relieve the Saxons they were in vain and the forces at Pirna surrendered two weeks later. Though Frederick had intended the invasion of Saxony to serve as a warning to his adversaries, it only worked to further unite them. The military events of 1756 effectively eliminated the hope that a large-scale war could be avoided. Accepting this inevitability, both sides began re-working their defensive alliances into ones that were more offensive in nature. Though already allied in spirit, Russia officially joined with France and Austria on January 11, 1757, when it became the third signatory of the Treaty of Versailles. Previous: French Indian War - Causes | French Indian War/Seven Years War: Overview | Next: 1758-1759: The Tide Turns Previous: French Indian War - Causes | French Indian War/Seven Years War: Overview | Next: 1758-1759: The Tide Turns British Setbacks in North America Largely inactive in 1756, Lord Loudoun remained inert through the opening months of 1757. In April he received orders to mount an expedition against the French fortress city of Louisbourg on Cape Breton Island. An important base for the French navy, the city also guarded the approaches to the Saint Lawrence River and the heartland of New France. Stripping troops from the New York frontier, he was able to assemble a strike force at Halifax by early July. While waiting for a Royal Navy squadron, Loudoun received intelligence that the French had massed 22 ships of the line and around 7,000 men at Louisbourg. Feeling that he lacked the numbers to defeat such a force, Loudoun abandoned the expedition and began returning his men to New York. While Loudoun was shifting men up and down the coast, the industrious Montcalm had moved to the offensive. Gathering around 8,000 regulars, militia, and Native American warriors, he pushed south across Lake George with the goal of taking Fort William Henry. Held by Lieutenant Colonel Henry Munro and 2,200 men, the fort possessed 17 guns. By August 3, Montcalm had surrounded the fort and laid siege. Though Munro requested aid from Fort Edward to the south it was not forthcoming as the commander there believed the French had around 12,000 men. Under heavy pressure, Munro was forced to surrender on August 9. Though Munros garrison was paroled and guaranteed safe conduct to Fort Edward, they were attacked by Montcalms Native Americans as they departed with over 100 men, women, and children killed. The defeat eliminated the British presence on Lake George. Defeat in Hanover With Fredericks incursion into Saxony the Treaty of Versailles was activated and the French began making preparations to strike Hanover and western Prussia. Informing the British of French intentions, Frederick estimated that the enemy would attack with around 50,000 men. Facing recruitment issues and war aims that called for a colonies-first approach, London did not wish to deploy large numbers of men to the Continent. As a result, Frederick suggested that the Hanoverian and Hessian forces that had been summoned to Britain earlier in the conflict be returned and augmented by Prussian and other German troops. This plan for an Army of Observation was agreed to and effectively saw the British pay for an army to defend Hanover that included no British soldiers. On March 30, 1757, the Duke of Cumberland, son of King George II, was assigned to lead the allied army. Opposing Cumberland were around 100,000 men under the direction of the Duc dEstrà ©es. In early April the French crossed the Rhine and pushed towards Wesel. As the dEstrà ©es moved, the French, Austrians, and Russians formalized the Second Treaty of Versailles which was an offensive agreement designed to crush Prussia. Outnumbered, Cumberland continued to fall back until early June when he attempted a stand at Brackwede. Flanked out of this position, the Army of Observation was compelled to retreat. Turning, Cumberland next assumed a strong defensive position at Hastenbeck. On July 26, the French attacked and after an intense, confused battle both sides withdrew. Having ceded most of Hanover in the course of the campaign, Cumberland felt compelled to enter into the Convention of Klosterzeven which de-mobilized his army and withdrew Hanover from the war (Map). This agreement proved highly unpopular with Frederick as it greatly weakened his western frontier. The defeat and convention effectively ended Cumberlands military career. In an effort to draw French troops away from the front, the Royal Navy planned attacks on the French coast. Assembling troops on the Isle of Wight, an attempt was made to raid Rochefort in September. While the Isle dAix was captured, word of French reinforcements in Rochefort led to the attack being abandoned. Frederick in Bohemia Having won a victory in Saxony the year before, Frederick looked to invade Bohemia in 1757 with the goal of crushing the Austrian army. Crossing the border with 116,000 men divided into four forces, Frederick drove on Prague where he met the Austrians who were commanded by Browne and Prince Charles of Lorraine. In a hard fought engagement, the Prussians drove the Austrians from the field and forced many to flee into the city. Having won in the field, Frederick laid siege to the city on May 29. In an effort to recover the situation, a new Austrian 30,000-man force led by Marshal Leopold von Daun was assembled to the east. Dispatching the Duke of Bevern to deal with Daun, Frederick soon followed with additional men. Meeting near Kolin on June 18, Daun defeated Frederick forcing the Prussians to abandon the siege of Prague and depart Bohemia (Map). Previous: French Indian War - Causes | French Indian War/Seven Years War: Overview | Next: 1758-1759: The Tide Turns Previous: French Indian War - Causes | French Indian War/Seven Years War: Overview | Next: 1758-1759: The Tide Turns Prussia Under Pressure Later that summer, Russian forces began to enter the fray. Receiving permission from the King of Poland, who was also the Elector of Saxony, the Russians were able to march across Poland to strike at the province of East Prussia. Advancing on a broad front, Field Marshal Stephen F. Apraksins 55,000-man army drove back Field Marshal Hans von Lehwaldt smaller 32,000-man force. As the Russian moved against the provincial capital of Kà ¶nigsberg, Lehwaldt launched an attack intended to strike the enemy on the march. In the resulting Battle of Gross-Jà ¤gersdorf on August 30, the Prussians were defeated and forced to retreat west into Pomerania. Despite occupying East Prussia, the Russians withdrew to Poland in October, a move which led to Apraksins removal. Having been ousted from Bohemia, Frederick was next required to meet a French threat from the west. Advancing with 42,000 men, Charles, Prince of Soubise, attacked into Brandenburg with a mixed French and German army. Leaving 30,000 men to protect Silesia, Frederick raced west with 22,000 men. On November 5, the two armies met at the Battle of Rossbach which saw Frederick win a decisive victory. In the fighting, the allied army lost around 10,000 men, while Prussian losses totaled 548 (Map). While Frederick was dealing with Soubise, Austrian forces began invading Silesia and defeated a Prussian army near Breslau. Utilizing interior lines, Frederick shifted 30,000 men east to confront the Austrians under Charles at Leuthen on December 5. Though outnumbered 2-to-1, Frederick was able to move around the Austrian right flank and, using a tactic known as oblique order, shattered the Austrian army. The Battle of Leuthen is generally considered Fredericks masterpiece and saw his army inflict losses totaling around 22,000 while only sustaining approximately 6,400. Having dealt with the major threats facing Prussia, Frederick returned north and defeated an incursion by the Swedes. In the process, Prussian troops occupied most of Swedish Pomerania. While the initiative rested with Frederick, the years battles had badly bled his armies and he needed to rest and refit. Faraway Fighting While fighting raged in Europe and North America it also spilled over to the more faraway outposts of the British and French Empires making the conflict the worlds first global war. In India, the two nations trading interests were represented by the French and English East India Companies. In asserting their power, both organizations built their own military forces and recruited additional sepoy units. In 1756, fighting began in Bengal after both sides began reinforcing their trading stations. This angered the local Nawab, Siraj-ud-Duala, who ordered military preparations to cease. The British refused and in a short time the Nawabs forces had seized the English East India Companys stations, including Calcutta. After taking Fort William in Calcutta, a large number of British prisoners were herded into a tiny prison. Dubbed the Black Hole of Calcutta, many died from heat exhaustion and being smothered. The English East India Company moved quickly to regain its position in Bengal and dispatched forces under Robert Clive from Madras. Carried by four ships of line commanded by Vice Admiral Charles Watson, Clives force re-took Calcutta and attacked Hooghly. After a brief battle with the Nawabs army on February 4, Clive was able to conclude a treaty which saw all British property returned. Concerned about growing British power in Bengal, the Nawab began corresponding with the French. At this same time, the badly outnumbered Clive began making deals with the Nawabs officers to overthrow him. On June 23, Clive moved to attack the Nawabs army which was now backed by French artillery. Meeting at the Battle of Plassey, Clive won a stunning victory when the conspirators forces remained out of the battle. The victory eliminated French influence in Bengal and the fighting shifted south. Previous: French Indian War - Causes | French Indian War/Seven Years War: Overview | Next: 1758-1759: The Tide Turns

The Guatemalan Civil War - Free Essay Example

Sample details Pages: 2 Words: 725 Downloads: 5 Date added: 2019/05/18 Category History Essay Level High school Tags: Civil War Essay War Essay Did you like this example? The Guatemalan Civil War, a controversy between the Mayans and the government, was an injustice due to discrimination in the governmental system, ending in the mass genocide of the Mayan people. Not many people talk about or even know about this 36-year long catastrophe. During this terrible controversy, men, women, and children were killed due to a corrupt government. Don’t waste time! Our writers will create an original "The Guatemalan Civil War" essay for you Create order Countless civilians were scared throughout this whole embroilment, but some of them stood up and became There are many components that started, ended, and kept the Guatemalan Civil war going. Many of them were sad and discouraging, but there are also great events that happened, like the Mayans standing up to the corrupt Guatemalan government. The Mayans were always poor and discriminated against by the government and others. This was huge! It caused the Mayans to revolt in opposition to the Guatemalan government. Another element of the uprising is the Guatemalan military leaders fighting and disagreeing on many conditions. The Left (civilians) grew through their military and started a rebellion against the Right (government). The United States CIA chose the Right to support. The civilians became the guerrillas of Guatemala that would go against the government. This is what started the Guatemalan Civil War and living conditions went downhill from there. There were numerous events that escalated the Guatemalan Civil War. The government played a huge part in doing so, as well as the civilians. A man known as General Jose Efrain Rios Montt was elected president in 1982. Montt started to target anyone who was under suspicion of helping the guerrillas. From 1981 to 1982, there was a mass genocide in Ixil, Zacualpa, northern Huehuetenango, and Rabinal areas of Guatemala. Rios Montt then started something called Scorched Earth where if a village was under suspicion, he would send in troops to burn anything that was living and destroy all the water supplies. Doing this, Montt destroyed over 600 villages. The guerrillas also continued pressuring the government, which escalated the Guatemalan Civil War even more. One key factor stood out that ended the Guatemalan Civil War once and for all. A new president was elected, whose name was Alvaro Arzu. Under the jurisdiction of Arzu, there was a Peace Accord that was signed by both sides and the 36-year turmoil was, finally, put to rest. The Peace Accord was signed and put into action in December 1996. This arrangement called for improvement on human rights for the civilians of Guatemala. Although it was called a Peace Accord, it was more like a cease-fire. For there to be true peace, there have to be viable reforms put in place. There also has to be justice for the numerous human rights violations. The Guatemalan Civil War is also known as the Guatemalan Genocide and the Silent Holocaust. It was called given these two nicknames because of the thousands of civilians who died, were tortured, or were sexually violated. The Guatemalan Genocide is a real eye-opener for the rest of society as to how cruel people can be. I hope that I will never get caught up in a situation like the Guatemalan Genocide. I think because of that tragic event, people today are more careful, cautious, and even kinder to one another. Maybe not everyone was changed, but I feel that most people in the world who have either heard of or seen this happen have grown in a good way because of it. The Guatemalan Civil War was something that I thought would be excellent for this service project. The Guatemalan people have gone through a good deal of terrible things, and I think they might need our guidance and maybe even a little of our help to get them back on track. I am hoping to help with a fundraiser that will get the Grove Church, who includes: Jeff Helpan, Jodi Helpman, Braden Henry, and Matt Huet, to go on a trip to Guatemala. They go on this trip every year to help build houses for the widows and children. This is always a huge service to the people who survived the disastrous Civil War and the survivors children. One year, I hope to go on this trip, so I can help these people in a way that I might not get to help anyone else. I imagine it must feel great seeing the appreciation that the Guatemalans have for you.

Madonna-a Legend - 1140 Words

Singer, performer, actress. Born Madonna Louise Veronica Ciccone in Bay City, Michigan, on August 16, 1958, to parents Silvio Tony Ciccone and Madonna Fortin. Tony, the son of Italian immigrants, was the first of his family to go to college, where he earned a degree in engineering. Madonnas mother, an x-ray technician and former dancer, was of French Canadian descent. After their marriage in 1955, the couple moved to Pontiac, Michigan, to be close to Tonys job as a defense engineer. Madonna was born three years later, during a visit with family in Bay City. The third of six children, Madonna learned early on how to handle her role as the middle child, admitting that she was the sissy of the family who often used her feminine wiles to†¦show more content†¦Madonna says Gustafson often made her take care of the younger children in the household, a task she greatly resented. I really saw myself as the quintessential Cinderella, Madonna later said. I think thats when I really tho ught about how I wanted to do something else and get away from all that. She rebelled against her traditional upbringing by turning her conservative clothing into revealing outfits, frequenting underground gay nightclubs, and rejecting her religious background. But Madonna balanced this insubordinate side of her personality with a drive for perfectionism and high-achievement. She was a straight-A student, cheerleader, and disciplined dancer who graduated from high school a semester earlier than her peers. In 1976, her hard work earned her the attentions of the University of Michigan, which offered her a full scholarship to their dance program. Despite the public outcry, Madonna had become more popular than ever. By 1991, she had achieved 21 Top Ten hits in the United States and sold more than 70 million albums internationally, generating $1.2 billion in sales. 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Child Poverty An Advancing Social Issue Essay - 1568 Words

Throughout this paper, discussions will take place on, child poverty, an advancing social issue in New Zealand. Also, reasons why child poverty is a social issue in New Zealand will be debated. In addition, key concepts of three core sociological perspectives; structural functionalism, symbolic interactionism and conflict perspective will be explored. Followed by, explanations of child poverty in New Zealand, from each of the three perspectives will be given in order to explore the different viewpoints. Furthermore, throughout each perspective the impact of child poverty, upon MÄ ori will be intertwined. Child poverty can be defined as, children who have inadequate financial and material recourses that should allow them to flourish to their full potential (Boston, Chapple, 2014). Likewise, it is those children who miss out on everyday actives that most New Zealanders take for granted (Boston, Chapple, 2014). 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There are many negative images of Africa and its people that are learned by reading and listening to documentaries and following the news. Everything negative from the genocide in Rwanda to child sex trafficking, extreme poverty, high mortality rates and government corruption. Taking aside the legacy of colonialism and racial and ethnic inequalitiesRead MoreA Modest Proposal Analysis Essay1465 Words   |  6 Pagesauthor tries to demonstrate his or her point of view by ridiculing. The author uses heavy irony and sarcasm in order to criticize a social issue. A perfect example of a work of satire is Jonathan Swift’s A Modest Proposal. In this satirical essay, Jonathan Swift attacks on the issue of the Irish poverty in the 1700s. The essay sarcastically suggests that Ireland’s social and economic problems would be quickly solved by putting the children of impoverished Irish families on the food market. Through

Sloan School of Management Free Essays

I am really pleased to have some discussion about my interest to apply for Sloan MBA program. I am determined to take admission in an MBA program in a reputable school and Sloan School of Management is one of my top priorities. The reason that I’ve chosen your school is that MIT Sloan is most popular and reliable in administrating and imparting education to business professionals. We will write a custom essay sample on Sloan School of Management or any similar topic only for you Order Now It has been able to launch change in our current business environment. Its reputation is much known among professionals and still its well educated and learned faculty is still contributing to this culture. I am much acquainted with the culture you promote and also easy and compassionate essay questions you ask. By taking MBA program at Sloan School of Management I hope that I will learn a lot about business dealings and can perform much better in the construction business. Our company is a recognized name in construction industry of China. We have been engaged in steel structural design, manufacture, and installation for more than ten years. Amazingly, our sales have grown tenfold in the last two years. Though it appeared that we were flourishing but there were uncontrollable crisis through which we were passing. For several months we worked under great pressure and none had time to consider company’s long-term goals. As I’ve spent uncountable hours in allocating assignments, monitoring status, solving problems, and handling nonstop incidents. My experience shows that we need a change in company’s environment. We have to change current project-based model to a mass production and commercialize our products. In order to enhance my career as a ‘project manager’ and my working knowledge in this business I am very keen to take this program. During my management career I’ve successfully dealt with several complex situations and led a team to complete most difficult and time consuming projects in rural China. I have also shown outstanding quantitative analysis skills and innovated new and extremely useful operational modes in the company. I want to excel my skills and compete in this business as a successful businessman. My capabilities show that I am a proven leader not just an entrepreneur. In order to put my vision into practice I must continue my studies and complete my MBA from Sloan institute of Management. I hope Sloan will play important role in transition of my career success. My visions are clear and I am determined to pursue my career in this field. After graduating from Sloan, I will return to my family business to take charge of overseas market expansion, and form a total solutions transnational steel-structure on partnership basis. I have planned to combine our unparalleled design originality with competitive cost advantage to broaden our business scope by promoting customized Composite Steel Structural Villa. Besides, I have also planned to establish Green House Business Group and Material Innovation Team for better environmental protection. Furthermore, my plan also includes developing multilateral investment strategies and conducting upstream industrial integration. Finally, I aim to capture venture capital for carrying out IPO in 2015. My ultimate objective is to lead my business as a driving force in the world’s economy with a clear mission and improve living standards. How to cite Sloan School of Management, Essays

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Question: Discuss About The Providing Commodities Farmers In Australia? Answer: Introduction Wesfarmers is a well-known conglomerate with its headquarters stationed in Western Australia in the capital city of Perth. It commenced operations in the year 1914 with a crystal clear aim of providing commodities to farmers in Australia. It was founded by a group of farmers under the leadership of Walter Harper and was then recognized as The Farmers Company (Wesfarmers, 2017). Wesfarmers proudly enjoys the status of one of the largest employers in the private sector with a giant workforce of over 222,000 full time personnel (Wesfarmers, 2017). The massive conglomerate aims to provide a satisfactory return to its enormous shareholder base of 530,000. This group of companies is listed on the Australian stock exchange with a stock price of AUD 41.35 and is a part of AUX50 which lists top 50 companies of Australia (Australian Stock Exchange, 2017). Since its inception, this colossal enterprise has diversified into various businesses like Office supplies, liquor, Chemicals, Energy, Fertilizers, Department stores and coal. Department Stores Service Detail: Wesfarmers inaugurated a new division of department stores primarily consisting of two of the biggest retail chains of the country Kmart and Target. It is one of the leading businesses of Wesfarmers generating annual revenue of $8646mn (Wesfarmers Annual Report, 2016). Kmart is one of Australias leading retail chains with over 200 stores throughout Australia and New Zealand. Kmart has positioned itself as a department store that provides low prices every day with a grand variety of merchandise. Target offers a sundry variety of merchandise, apparels and home wares. It functions across 300 outlets with the help of a 16000 member team. Sourcing for Target products is predominantly done via Asian markets (Wesfarmers, 2017). This report lays emphasis on the market strategies used by the Department stores division particularly their brand Target. In order to grasp the same, a brief introduction of the division followed by their marketing strategies has been explained. The tool used in this report is SWOT analysis. Target Market: Phillip Kotler defines target market as a set of well-defined set of customers whose needs the organization plans to satisfy (Creighton University, 2002). Analyzing target market forms the launch pad for introducing any new product or service into the market. Target department stores offers a broad spectrum of products in their outlets and hence they appeal to a large audience. Gender: Essentially women tend to take more responsibility for grocery, home ware as well as apparel shopping in a family and hence they form a significant part of their target market. Income Group: Business objective of Target department store is to ensure low price to their customers. Therefore their target market would fundamentally include lower and middle class families who seek good quality products at a lesser price. Target Department Store: Target is the flagship department store brand of Wesfarmers. The store sells an extensive range of products ranging from clothing across all age groups and gender, home ware items and all-purpose merchandises. This report reflects upon marketing strategies used by Target department store. For better understanding of the firm, SWOT analysis has been used. SWOT Analysis: The foremost objective of a SWOT analysis is to make organizations aware of their internal and external environment and how they can best put that information to use. This method was created in the 1960s by Edmund P. Learned in the book "Business Policy, Text and Cases" (R.D. Irwin, 1969). Strengths: Strong brand name: Inheritance of a strong brand name Wesfarmers is one of the biggest strengths of Target Corporation. Brand name helps in establishing a positive goodwill for the company and builds trust among consumers. Variety of available merchandize: Target Corporation takes immense pride in the sundry varieties available. This gives consumers a great deal of options and thus helps the firm in satisfying a larger number of buyers. Number of stores: Target corporation operates in over 300 stores nationwide (Wesfarmers, 2017). Large number of stores led to increased visibility and greater brand presence. Online store available: The availability of an online store creates convenience for consumers and an entirely new customer base of online shoppers. This also gives them an added advantage over their competitors. Designer Tie-ups: Target corporation is recognized for its Tie ups with renowned designers for apparels like Stella McCartney, Dita Von Teese, Zac Posen and even Joshua Goot (Wesfarmers, 2017) Weaknesses: Ethical issues in sourcing from Asian Markets: Asian markets still continue to be subjected to extreme cases of child labor and underpaid labor. This is the reason most Australian nations including Wesfarmers are shifting to direct sourcing by eliminating the agent. This requires setting up direct sourcing offices and enhanced knowledge of local businesses. This process is usually time consuming and demanding (Journal of Superannuation Management, 2012) Accounting scandal: It came to light that Wesfarmers department store Targets income was fraudulently inflated by $21mn for a span on 6 months ending December 2015. This mishap not only led to resignation of then MD Stuart Machin but also diminished the brands goodwill (ABC news, 2016). Store space: Saturated store spaces combined with burdensome lease obligations have been a major source of worry for Target Corporation (Bowen, T, 2017). Their Chief Financial Officer Marina Joanou stated that at least a 20% increase in the store space productivity is targeted towards growth phase of this struggling business by FY21 (Inside Retail, 2017). Opportunities: Guy Russo: Post the Accounting scandal, Guy Russo has taken the opportunity to look over Target Corporations performance. Guys excellent credentials have added a much needed wave of optimism among Targets shareholders. $80bn market: As Guy Russo, CEO of Target Corporation rightly said I dont look at amazon, I look at the market and I see $80bn (Guy Russo, 2017, Personal Communication to a Sydney audience), the retail sector of Australia is a large market worth $80bn which leaves immense opportunities especially for eminent players like Target Corporation. Leveraging current store network to negotiate occupancy cost with new stores: As Target Corporation is facing saturated store space issue, groups finance director, Terry Bowen, has targeted to reduce the average lease length. The massive network of stores at present in Australia is used as a negotiating tool with an aim to keep the average lease time below 10 years. Technology: Tescos Michael E McNamara was hired as the C.I.O. (Chief Information Officer) of Target Corporation in the year 2015 and since then he has been instrumental in changing the face of technology used by the firm. Predominantly, he has reduced 800 projects to 100 momentous projects and has successfully hired over 700 engineers in Minneapolis, St. Paul and Bangalore, India. He targets at reducing outsourcing and increasing the insourcing projects to 80% from the current 30% (Forbes, 2016). Threats: Shifting office: CEO Richard Goyder confirmed that after the accounting scandal of 2015, the business required a physical shift. Which is why Target Corporations office is to be shifted from a small town of Geelong to Melbourne. This will lead to a loss of 900 local jobs. Also any physical shift requires immense adjusting and is a time consuming process (ICAS, 2016). Competitors: The entry of Amazon in Australia is one of the biggest threats to Target Corporation. A Morgan Stanley report stated that Wesfarmers could lose as much as $400mn in earnings to this e-commerce giant by the year 2026 (Sky news, 2017). Cost of Raw Materials: According to the journal of Marketing Superannuation, two of the major issues faced by Australian retailers in Asia are increasing costs in China and lower productivity in Bangladesh. China government 5 year plan is focused at increasing labor wages as well as domestic consumption. This automatically increases the cost of raw materials sourced from there. Bangladesh, on the other hand, has a bi lateral trade agreement with Australia which allows duty free garment imports however, as compared to China, Sweatshop and infrastructural issues are extremely high in Bangladesh which limit the benefits for Australian retailers to move from China to Bangladesh. Marketing Strategy: Celebrities as brand ambassadors Target Australia has joined hands with TV presenter and style icon Gok Wan. The reason behind using a celebrity brand ambassador is the benefit of an instant shift in brand equity from the celebrity to the brand. Managing Director Stuart Machin commented that Gok Van represents everything that we want Target to be fun, modern, stylish, with something for everyone. However, it must be kept in mind that any negative publicity garnered by the celebrity will adversely impact the brand. Gok Van used the term Bangers in order to refer to womens breasts and the ad received numerous complaints as this was not expected from a family store (The Guardian, 2013). Bulls eye The logo of Target Corporation, a Bulls eye, connects well with the brand name Target. A dog (Bull Terrier) which was formerly known as Spot has the logo painted on her face and is the official mascot of Target Corporation. This logo has been creatively and extensively used for creating brand visibility so much so that a 2003 study indicates that 96% of shoppers know, understand and recognize the logo (Target, 2017). Social Media Marketing Target Corporations Facebook page is actively managed and has over 20mn followers. Target has well understood the coverage of social media well and hence their Facebook comes with a link to shop online (Facebook, 2017). Target Corporation has over 2.4mn followers on Instagram and 1.91mn followers on Twitter. The team is active on twitter and has used this platform efficiently to voice their opinions and various other announcements to general public Key Recommendations: Selling Kmart to Revive Target: Analyst Grant Saligari of Credit Suisse recently urged Wesfarmers to stop playing the zero sum game with the two family department stores (Credit Suisse, 2017). At present Kmart at the peak of its valuation and it is ideal to sell Kmart now and utilize the billions of dollars in order to fix Target Corporation. Trim Portfolio: In a recent strategy meet, Wesfarmers decided to prune Targets store portfolio due to falling productivity. Reducing the portfolio would help in better management of the brand. CFO Joanou mentioned, this trimming would include Store closures, Store Re-badges and Store creations whenever and wherever necessary (Inside Retail, 2017) Conclusion: Conglomerate Wesfarmers flagship department store Target Corporation is spread over 300 outlets engaging a 16000 member team across the nation. The department store provides a wide variety of merchandizes, apparels and home wares. Target Corporation is positioned as a family store providing low cost and high quality products to its consumers. Target Corporations logo is a bulls eye resonating well with its name. Hiring celebrities, newspaper advertisements and efficient use of social media are predominant marketing strategies used by Target. The accounting scandal of 2015 still continues to pose threats to the firms goodwill. However, new CEO Guy Russo has brought in a sense of optimism. New CIO, Michael E McNamara has already enriched the standard of technology at the firm and is currently working towards enhancing insourcing IT levels. New and efficient sources of raw material sourcing must be consistently hunted alongside working on the problems at China and Bangladesh. Credit Suisses recommendation of selling Kmart to revamp the brand cannot be ignored entirely, however, Target Corporation have made no comment on the same yet. Lastly, the heritage that comes along the brand name of Wesfarmers will continue to benefit Target Corporation. The firm still holds a strong goodwill and a loyal customer base. With right marketing, strong strategy, efficient use of resources and well managed operations will take Target Corporation a long way. References: Australian Stock Exchange, 2017, https://www.asx.com.au/asx/share-price-research/company/wes, viewed on 24 August 2017. Bowen, T, 2017, https://www.insideretail.com.au/blog/2017/06/08/wesfarmers-to-trim-target-portfolio/, viewed on 24 August, 2017. Forbes, 2016, https://www.forbes.com/sites/walterloeb/2016/08/24/why-targets-new-battle-ground-in-technology-will-help-growth/#636d6ea36c13, viewed on 24 August 2017. ICAS, 2016, https://www.icas.com/ca-today-news/target-accounting-scandal, viewed on 24 August 2017. Inside Retail, 2017, https://www.insideretail.com.au/blog/2017/06/08/wesfarmers-to-trim-target-portfolio/, viewed on 24 August 2017. Kotler, P, 2011, https://people.creighton.edu/~shu02225/nps_c_04.html, viewed on August 24, 2017. Parker, J, 2016, https://www.abc.net.au/news/2016-04-11/wesfarmers-taking-action-over-target-accounting-scandal/7317178, viewed on August 24, 2017. Sky news, 2017, https://www.skynews.com.au/business/business/company/2017/06/01/kmart-and-target-most-at-risk-from-amazon.html, viewed on 24 August 2017. Sweeny, M, 2012, How Sustainable are Australian retailers new sourcing strategies. Journal of Superannuation management 04(03), 22-26. Target Corporation, 2014, https://corporate.target.com/article/2014/04/bullseye-love-history-of-target-logo, viewed on 24 August 2017. The Guardian, 2013, https://www.theguardian.com/tv-and-radio/2013/aug/26/gok-wan-advertising-complaints, viewed on 24 August 2017. Wesfarmers, 2017, https://sustainability.wesfarmers.com.au/our-businesses/department-stores/target/, viewed on August 24, 2017. Wesfarmers, 2017, https://www.wesfarmers.com.au/docs/default-source/reports/2016-annual-report.pdf?sfvrsn=8, viewed on August 24, 2017. Wesfarmers, 2017, https://www.wesfarmers.com.au/who-we-are/our-history/the-wesfarmers-pstory-begins , viewed on August 23, 2017. Wesfarmers, 2017, https://www.wesfarmers.com.au/who-we-are/who-we-are , viewed on 23 August 2017. Wesfarmers, 2017, https://corporate.target.com/article/2014/06/target-design-partners-fashion-awards viewed on 24 August, 2017.