A target is something to shoot at, either real or figurative. If you're an archer, you're aiming for the bull's-eye on the target. If you're selling cars for a living, then you likely have a sales target you need to hit.
You can hit a target, which is usually a good thing, or, less happily, you can be a target, such as a target of ridicule when you wear that goofy Swiss cheese hat and you aren't even from Wisconsin. As a marketing ploy, you could target Green Bay Packer season ticket holders when you decide to unload that hat. You might find a buyer among them, someone who wouldn't worry about being a target for those who object to silly hats.