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This 3.8%-Yielding Dividend King Stock Is a No-Brainer Buy to Generate Passive Income

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Target (NYSE: TGT) stock fell after the company reported fourth-quarter and full-year fiscal 2024 results. At the time of this writing, the stock is around its 52-week low and down more than 30% in the last year.

But with 53 years of dividend increases and a yield of 3.8%, Target has an extensive track record of boosting its payout. In fact, its dividend streak makes it one of less than 60 members on the list of Dividend Kings -- companies that have paid and raised their dividends for at least 50 consecutive years.

Here's why the stock's price is beaten down, what the company needs to improve, and why shares have ultimately become too cheap to ignore and are worth buying now.

A person smiles while opening a package on a couch.
Image source: Getty Images.

The competition has outmatched Target

Target's growth has stalled in recent years. The company enjoyed a temporary spike in sales during the pandemic but overestimated consumer buying trends.

It mismanaged inventory and failed to differentiate itself from other retailers. Meanwhile, Walmart and Costco Wholesale took market share and achieved record results by conveying value to consumers. Both stocks crushed the S&P 500 last year and soared to all-time highs.

Target's discretionary-product mix makes it vulnerable to pullbacks in spending. Whereas Walmart and Costco can get plenty of customers in the door through value-focused groceries and household staples.

Management tried to attract customers with promotions, especially through its Target Circle rewards program and mobile app. But overall, the results simply weren't good enough.

The following chart shows the correlation between the company's lower margins and its stock price. Also note how revenue has essentially been flat in recent years.

TGT Chart
TGT data by YCharts; TTM = trailing 12 months.

To make matters worse, Target got in the bad habit of providing inaccurate guidance, which led to big swings in the stock price following earnings reports. Risk-averse investors who gravitate toward stocks like Target for dividend income would probably prefer it to be less volatile.

Target is doing some soul-searching

Besides reporting earnings, the company launched a strategic plan to deliver $15 billion in sales growth by 2030. Cornerstones of the plan include improving its supply chain and fulfillment capabilities; expanding the Target Circle rewards program; offering better products that convey value, newness, style, and affordability, and improving its omnichannel offering through in-store experience and online shopping.

On the earnings call, CEO Brian Cornell went into detail on Target's role in consumers' lives and changes the company can make to drive engagement: