Target Corp.
Strategic marketing plan
Executive Summary
 Focus & Plan
 SWOT
 Target Market
 Marketing Objectives
 Marketing Plan
 Promotional Strategy
Focus & Plan
“To make Target the preferred shopping destination for our guests by delivering outstanding
value, continuous innovation and an exceptional guest experience by consistently fulfilling our
Expect More Pay Less brand promise”
Integration into the Canadian Market
Establish the same level of brand loyalty that they have in America
SWOT Analysis
• Strength
Great Quality at an affordable price
• Weakness
Similar product and price point as competitors
• Opportunities
Revitalize their packaging
• Threats
Wal-mart is already very well established
5
Target Market
Demographic
•
•
•
•
93% of customers are women
35 to 49 years old
Income level between $20,000 and $29,999
University students 19-25 years old
Psychographic
•
•
•
Consumers with extrovert Personality
Consumers who are looking for a “True Brand Experience”
Consumers who are looking for the best quality at the best price
Behavioral
• Target’s commitment to the Canadian Community
• Engaging a loyalty status with Target Red cards
• 70% of Canadians are familiar with Target already
6
Marketing Objectives
• Target’s objective is to make Target a
preferred shopping destination.
•Target’s mission is to deliver outstanding
value and innovative products and services.
•Target provides an exceptional experience for
its customers by providing good quality for
discounted price.
Product Strategy
“Dayton's married its department store heritage and Geisse's
insights to launch Target as the first upscale discounter, featuring
an attractive shopping environment, an innovative racetrack
layout and a mix that included higher-priced merchandise.”
We will:
 Offer a mix of services not necessarily offered by our competitors
 Provide products specific to Canadian trends and demands
 Offer an “eco-friendly” brand
Pricing Strategy
Objective
Provide the lowest possible price for each product
in order to maintain the image of a discount retail
store, while still making enough profit to keep our
image at the higher-end of the spectrum.
Factors
 New Distributors
 Increase in real estate costs
 Increase in labor costs
 Costs of importing goods
 Currency conversions
Distribution Strategy
 Push strategy
 Old Zeller’s stores
Promotional Strategy
Build Awareness
Create Interest
•
Internet
•
Billboard & Transit
•
Magazines
•
Newspapers & Flyers
•
Television
Stimulate Demand
Personal
Promotional Strategy
 Specialized Sales Staff
 Press Release
 Sales Promotion
 Mailing list
Measuring Our Success
Website, Facebook, and Twitter traffic and followers leading up to
opening
The number of customers on our mailing list and customer polling
leading up to launch. As well as first quarter sales
Questions?