Strategic Marketing Plan Target’s Entry Into Canada

1. Strategic Marketing Plan Target’s Entry Into Canada BMKT 161-81 April 2, 2012 Presented by: Zhang Zhiye Erik Granander Steve Kamyszek Leah Scheitel

2. Mission Statement: “Our mission is to deliver outstanding value, continuous innovation, and an exceptional shopping experience to make Target your preferred shopping destination. Most of all, we want to always fulfill our Expect More – Pay Less brand promise.” • Marketing Objectives: • Contribute to the communities and maintain a high standard of Corporate Social Responsibility • Partner with Canadian designers and products that Canadians are already familiar with and are loyal to • Use the entry into Canada as a blueprint on how to enter in to a larger global market

3. SWOT Analysis:

4. Marketing Objectives & Target Market Demographic segmentation Geographic • Over 80% are women • The median age is 40 • A median annual income is$64,000 • 57% have completed college • 43% have children at home • Main cities of each province • Nearby isolated and rural regions Psychographic and Behavioral Positioning • A pleasant shopping environment • A complete range of goods • A convenient location • Discount • Local brand • Women’s fashion brand • Chasing fashion • Innovation • "Expect More. Pay Less."

5. Marketing Objectives & Target Market • Develops the Target online shopping software for Table PC and mobile phone. • Change the Target commodity structure: • 2010 2012 • Household Essentials 24% 25% • Hardlines 20% 18% • Apparel & Accessories 20% 21% • Home Furnishings & Décor 19% 17% • Food & Pet Supplies 17% 20% • Partnered with CBC to sponsor a TV shopping programs. • Create billboard and advertising in sky train and bus stations. • Create a Target shopping magazine name “Red Target”. • Launch a support activity for Canada education.

6. Strategic Marketing Plan

7. Budget for Promotions Grand total:$192,112,000

8. Evaluation and Control Profitability control Identify functional expenses: the expenses made to sell, advertise, pack and deliver the product Assigning functional expenses to market products Preparing a profit and loss statement Annual Control Plan Setting monthly or quarterly goals in the annual plan Monitoring the actual performance in th background of the planned goals Determination of cause’s exceptional or serious deviations Taking necessary corrective action to plug the goals and performance.