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                                 EXHIBIT (10)C.

                           DAYTON HUDSON CORPORATION
                            EXECUTIVE INCENTIVE PLAN
                                (PERSONAL SCORE)

                                   Article I

Sec. 1.1  Name.  The name of the short term incentive plan set forth herein is
          "Dayton Hudson Corporation Executive Incentive Plan (Personal Score)".
          It is sometimes hereinafter referred to as the "Plan".  "Company"
          refers to Dayton Hudson Corporation and its subsidiaries.  Division
          refers to an operating company, test strategy, staff group or other
          subdivision of the Company.

Sec. 1.2  Compensation Policy and Plan Intent.  The Plan has been designed to
          provide financial incentives ("incentive bonuses") to designated upper
          level executive employees, who through their efforts directly and
          significantly impact the achievement of Company goals and objectives.
          Such incentive bonuses are intended to reflect the executive's
          personal achievements.

Sec. 1.3  Eligibility.  Participation in this Plan is restricted to those upper
          level executive employees who, through their position and performance,
          have a decided impact upon the performance of the Company and/or a
          Division, and therefore upon the operating results of the Company.
          The Compensation Committee shall determine which individuals or groups
          of individuals by title or position or rank shall participate in the
          Plan.

          Divisions which participate in the Plan shall at times hereinafter be
          referred to as "Participating Divisions".  Executives participating in
          the Plan are referred to as "participants" at times herein.

          Those Divisions which do not participate in this Plan shall at times
          hereinafter be referred to as "Non-Participating Divisions".

Sec. 1.4  Transfer and Termination.  A participant who transfers to another
          Division or the Company, or who terminates employment for the purpose
          of early or normal retirement from the Company, or who dies or becomes
          disabled shall be eligible for incentive compensation at Plan Year end
          if they were an actual participant in the plan at the commencement of
          such Plan Year.  The incentive bonus, when determined, pursuant to the
          provisions hereof shall be prorated to reflect that portion of the
          Plan Year (including all if such is the case) during which the
          participant was enrolled and participating in the Plan as a
          participant.  Participants in this category will be treated in
          accordance with the following guidelines:
 
          a.   Transfers Between Participating Divisions.  In the event of a
               transfer between then Participating Divisions, a pro rata share
               of the incentive
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               bonus shall be contributed by each Participating Division if the
               participant has been designated as such in each Participating
               Division from the commencement of the Plan Year, or in the case
               of the successor Participating Division, from his/her
               commencement of employment to Plan Year end.

          b.   Transfers Between Participating Division and Non-Participating
               Division and Retirement, Death or Disability of Participating
               Executive.  In the event a participant transfers from a
               Participating Division to a Non-Participating Division, a pro
               rata incentive bonus calculated on the basis of the number of
               months (a major portion of a month to be considered a whole
               month) during the Plan Year the executive was a Participant in
               the Plan, over 12, will be awarded in the due course of the
               Plan's administration.  The same formula shall be utilized for
               executives who transfer from a Non-Participating Division to a
               Participating Division.  The same method of calculating an
               incentive bonus shall also be utilized in calculating incentive
               bonuses for participants who die, become disabled or who retire
               from the Company during the year.  Any such incentive bonuses
               would be paid only in the normal course of administration of the
               Plan.

          c.   New Executive Employees.  Upon recommendation of the Chief
               Administrative Officer or the Chief Executive Officer of a
               Division, whichever is applicable, and following approval thereof
               by the Chairman of the Company, a new executive employee who will
               have been employed by a Participating Division prior to the end
               of a Plan Year may be designated as a participant in the Plan,
               subject to the conditions of the Plan.

          d.   Termination Other Than Retirement, Death or Disability.  A
               participant who terminates his/her employment during the Plan
               Year for any reason other than retirement, death or disability,
               shall not be eligible for and shall not receive an incentive
               bonus for the subject Plan Year.  A participant who terminates
               following the completion of the subject Plan Year, but prior to
               the payout of such incentive bonus shall receive the incentive
               bonus under procedures which would, only for such purpose, treat
               them as still employed at the time of the Plan payout.

          e.   Promotion or Job Change.  A participant who has a promotion
               and/or a job change during a Plan Year will have his/her
               incentive bonus calculated using each grade level separately.
               The score and grade level shall determine the bonus percentage
               and that percentage shall be applied to the Midpoint of Salary
               Range while in the grade level.  The total incentive bonus will
               be the sum of the bonuses for each grade level.
 
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          f.   Market Pricing Adjustment.  A participant whose grade level is
               adjusted during the Plan Year due to a "market pricing
               adjustment" will have his/her bonuses calculated for the entire
               period using the adjusted grade.  If a, b and/or e are
               applicable, those sections shall also apply and this section f
               shall be applicable only for the period that the "market pricing
               adjustment" relates to.

Sec. 1.5  Process For Determination of Incentive Bonuses
          ----------------------------------------------

          a.   Compensation Policy and Intent of Plan
               --------------------------------------

               Incentive bonuses under the Plan are based on the participant's
               individual accomplishments in his/her assigned job during the
               Plan Year.

          b.   Defined Incentive Bonus Terms
               -----------------------------

               "Bonus Matrix"

                    The "Bonus Matrix" is a table setting forth figures which
                    indicate, at varying participant scoring levels and
                    interrelated with varying job grade level classifications,
                    the percentage of incentive bonus attributable to each score
                    in relationship to the participant's Midpoint of Salary
                    Range.  The "Bonus Matrix" may be changed from time to time
                    at the election of the Compensation Committee but any change
                    in the Bonus Matrix shall have prospective application only.

               "Midpoint of Salary Range"

                    The "Midpoint of Salary Range" of a participant during the
                    related incentive bonus fiscal year is the midpoint for
                    his/her job grade as set forth in the salary range by job
                    grade that is applicable.

          c.   Determination of Bonus
               ----------------------

               (1)  Non-Pooled
                    ----------

                    Incentive bonuses for each participant will be calculated by
                    taking the participant's bonus percentage from the Bonus
                    Matrix, using his/her personal score above the specified
                    minimum and job grade and multiplying it by his/her Midpoint
                    of Salary Range.
 
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               (2)  Pooled
                    ------

                    A bonus pool is calculated by multiplying the percentage
                    from the Bonus Matrix using the personal score for each
                    participant above the specified minimum by the participant's
                    Midpoint of Salary Range.

                    The bonus for each participant will be based on a ratio of
                    his/her bonus to do all bonuses paid under the Executive
                    Incentive Plan (Personal Score).  The percentage determined
                    by that ratio will be multiplied by the bonus pool.

          d.   Maximum Bonus
               -------------

               The maximum bonus payable under the Plan is equal to 250% of the
               salary of the Chief Executive Officer (the "CEO") or named
               executive officer, as the case may be, set forth in the previous
               year's Proxy Statement.  If the CEO or named executive officer
               held a different office or was not employed in his/her position
               for the full year covered by that Proxy Statement, the maximum
               bonus is 250% of the highest salary rate reported in such year.
               Provided, however, in either case the aggregate of all bonuses
               paid to the CEO or named executive officer under any combination
               of the Plan, ROI Plan and PTOC Plan may not exceed 250% of the
               relevant salary.  The aggregate of all bonuses paid to any other
               executive not listed above under any combination of the Plan, ROI
               Plan and PTOC Plan may not exceed 250% of his/her base salary.

                                   Article II

Sec. 2.1  Payment of Bonus.  Normally the total incentive bonus for a Fiscal
          Year will be paid in cash as soon as administratively feasible after
          the amount of the incentive bonus has been computed.
 
          However, any participant who is a participant in a deferred
          compensation plan or arrangement of the Company, may have his/her
          incentive bonus deferred pursuant to that plan or arrangement.

                                  Article III

Sec. 3.1  Beneficiary.  Any incentive bonus payments which become distributable
          after the death of a participant shall be distributed as they become
          due to such person or persons, or other legal entity as the
          participant may have designated in writing delivered to his/her
          Participating Division's personnel office on an approved form.  The
          participant may, from time to time, revoke or change any such
          designation by

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          writing delivered to such Participating Division's personnel office on
          an approved form.  If there is no unrevoked designation on file with
          such corporate personnel office at the participant's death, or if the
          person or persons designated therein shall have all predeceased the
          participant, such distributions shall be made to the participant's
          spouse, or in the absence of a spouse, children and if the participant
          has no spouse or children, to the participant's estate.  If a
          participant has deferred his/her incentive bonus pursuant to a plan or
          arrangement, the plan or arrangement shall govern the beneficiary
          designation.

                                   Article IV

Sec. 4.1  Administration and Interpretation of Plan.  This Plan shall be
          interpreted by the Compensation Committee of the Company and its
          interpretations shall be final and binding on participants,
          Participating Divisions, and all other parties in interest.

          The Plan shall be administered by the Compensation Committee selected
          by the Board of Directors.  The Plan Committee reserves the right,
          from time to time, to prescribe rules and regulations, not
          inconsistent with the provisions of the Plan, and to modify or revoke
          such rules and regulations at such time and in such manner as it may
          deem proper.  A copy of this Plan and all such rules and regulations
          will be supplied to each person participating in the Plan and a copy
          of the then current Plan shall be maintained in the Company's
          personnel office and at the personnel office of each Participating
          Division and shall be available, upon request, for review by any
          participant or his duly authorized agent.  All persons in the Plan
          shall be bound by the terms of the Plan and of all rules and
          regulations pursuant thereto, all as now in effect or hereafter
          amended, promulgated or passed which shall likewise be maintained at
          the Company and each Participating Division personnel office.

                                   Article V

Sec. 5.1  Rights of Participants and Beneficiaries.  The Plan is not an
          employment agreement and does not assure or evidence to any degree the
          continued employment or the claim to continued employment of any
          participant for any time or period or job.

          No participant or beneficiary shall, by virtue of this Plan, have any
          interest in any specific asset or assets of the Company or any
          Participating Division.  A participant or beneficiary has only an
          unsecured contract right to receive cash payments in accordance with
          and at the times specified by the Plan.
 
          No participant shall have the right or ability to assign, pledge, or
          otherwise dispose of any part of an incentive bonus hereunder (except
          as provided in Section 3.1 hereof).

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                                  Article VI

Sec. 6.1  Overview.  It is specifically understood that the Chairman of the
          Board and Chief Executive Officer of the Company shall at all times
          retain the authority to veto or rescind any appointment or designation
          of an individual as a participant (except an Executive Officer) under
          this Plan but it is the intent of the Plan that such authority shall
          be exercised with restraint and only for circumstances deemed by said
          officer to be of importance for preserving the integrity of the Plan's
          policy and/or its performance.
 
                                  Article VII

Sec. 7.1  Termination of Plan.  This Plan may be amended or terminated at any
          time by the Board of Directors of the Company.  Such amendment or
          termination, will not, without the participant's written consent,
          affect his/her incentive bonus or bonuses previously earned.

                                  Article VIII

Sec. 8.1  Miscellaneous Definitions.
          ------------------------- 

          a.   "Compensation Committee":  shall mean that committee of the Board
               of Directors of the Company designated as such on January 12,
               1994 or as it is thereafter designated during the term hereof and
               if during the term hereof no such named committee shall be
               designated by the Board of Directors it shall mean the Committee
               of the Board most nearly performing the duties of the
               Compensation Committee as defined at the time of its elimination
               as a Board Committee.

          b.   "Plan Year":  Plan Year shall be the applicable financial "Fiscal
                Year" of the Company.

          c.   "Retire or Retirement":  Retire or Retirement means a termination
               of employment pursuant to an arrangement contained in any formal
               private retirement plan or written agreement then in effect by
               the Company or any participating Division relative to the subject
               participant.

          d.   "Chairman":  Chairman shall at all times refer to the incumbent
               Chairman of the Board of Directors of the Dayton Hudson
               Corporation.

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                                 Article IX

Sec. 9.1  Miscellaneous Provisions
          ------------------------

          a.   Headings.  Headings at the beginning of sections hereof are for
               convenience of reference, shall not be considered a part of the
               text of the Plan, and shall not influence its construction.

          b.   Capitalized Definitions.  Capitalized terms used in the Plan
               shall have their meaning as defined in the Plan unless the
               context clearly indicates to the contrary.

          c.   Gender.  Any references to gender also include the opposite
               gender.

          d.   Use of Compounds of Word "Here".  Use of the words "hereof",
               "herein", "hereunder", or similar compounds of the word "here"
               shall mean and refer to the entire Plan unless the context
               clearly indicates to the contrary.

          e.   Construed as a Whole.  The provisions of the Plan shall be
               construed as a whole in such manner as to carry out the
               provisions thereof and shall not be construed separately without
               relation to the context.

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