Target Australia - Time to improve profitability

Target Australia target performance has been dropping year after another. 

From my perspective, I believe that: 

The company (Wesfarmers) managers have been working on:

1- improving processes, reducing operational costs. 

2- changing range 

3- changing layout 

And a few other things ... Which may work for a very short/limited period of time. 

Target problems are mainly the following (inside-out) i.e things that people don't see to things that people can see.

1- products are a bit expensive 

2- it competes with Kmart Australia .. it is interesting to mention that Kmart is taking over target and #bigw.. (positioning and segmentation problem)

3- people don't know what target is or what it is about. 

Yes, we know it's a big name most people know it but the fact is the society is changing too. Be we have too many immigrants now who don't know what it is.