Target Canada Marketing Plan

Target Canada Marketing Plan

MKTG6377 - 2012FA-36486

INTERNATIONAL MARKETING

Instructor: Professor Ziad Swaidan

Student: Mampatta Sam Thomas

Student ID: 0168493

Table of Contents

1.0 Executive Summary of the Analysis 3

2.0 Introduction 4

2.1 Introduction to Canada 4

2.2 Introduction and background of Target 4

3.0 Global marketing Environment Analysis 5

3.1 Canadian Economic Environment 5

3.2 Canadian Financial Environment 5

3.3 Canada’s Cultural Environment 6

3.4 Canadian Consumer’s Purchasing Power 6

3.5 Canadian Political Environment 6

3.6 Technological Scenario 7

4.0 Global Competition Analysis 8

4.1 Primary Competition 8

4.2 Secondary Competition 8

5.0 Entry Strategies Discussion and Evaluation 8

5.1 Entry Strategy Selection and discussion 9

6.0 Target market analysis and segmentation 9

7.0 Global Marketing Mix Strategies 10

7.1 Product Strategy 10

7.2 Price Strategy 10

7.3 Promotion Strategy 11

7.4 Place Strategy 11

8.0 References 11

9.0 Appendices 12

9.1 Promotion Flyer 12

1.0 Executive Summary of the Analysis

Target Corporation, doing business as Target, being an American retailing company headquartered in Minneapolis, Minnesota, is in the process of making its strategic decision of expanding its business and seeking for new avenues and ventures into the Canadian marketplace in 2013. It was on January 13, 2011 that the Chairman of the board, president and CEO of Target Corporation - Gregg Steinhafal - announced this vision and business plan to the world. His words to the world was - "We want to be the best, most relevant retailer that operates in Canada" -and as part of their strategic growth and expansion Target plans on opening up to...