TARGE T Prepared by: Anisa Zhamo Bora Islami Elena Parangoni Jora Cakuli Linda Dundo

Expect more. Pay less. CORE VALUES Design for all Great guest service More for your money A fun and rewarding place to work Celebrating diversity and inclusion A legacy of giving and service CULTURE Team being their biggest asset Emphasizing individualism Rewarding career Respect & Integrity Cultural diversity & Inclusion

MAIN COMPETITORS : Walmart, K-mart, Costco FINANCIAL DATA ($BLN): o Total assets $44.55 o Revenue of $21.52 o Sales (2014) $72.6 INNOVATIONS : o Mobile services via apps and e-commerce. “Mobile retailers of the year”. o Shopping experience: Design philosophy, appealing building exteriors, easy-to-navigate store layouts.

ALBANIA-PESTEL POLITICAL FACTORS Policy orientation towards EU Member of NATO December no visas needed for the Schengen states “Albania, 1euro” initiative- encourage competition of high efficiency projects ECONOMIC FACTORS Economic reforms after Communism’s fall Improvement of country’s economy – 2006: fastest growing rate Poorest country in Europe Trade deficit High unemployment rate

ALBANIA- PESTEL cont'd… SOCIAL FACTORS Collective society After 90s’- high demographic movements Positive cultural change Following consumer behavior trends High level of corruption TECHNOLOGICAL FACTORS Rapid development Communication media achievements E-commerce implementation Advanced technology systems

ALBANIA- PESTEL cont'd… ENVIROMETAL FACTORS No effective urbanization No “Go Green” strategy No fair trade product Challenge: encourage sustainable development of urban areas. LEGAL FACTORS Construction Permit Floor Space Index Urban Plan & Developing Plans Time Spent on Construction

CUSTOMER’s ASSESSMENT CUSTOMER PROFILE o Located in capital, Tirana o Age group: o Gender distribution: basis o Income level: upper-middle and upper NEEDS Product quality Convenience

CUSTOMER’s ASSESSMENT HOW TO MEET THE NEEDS o Country of origin associations o Strong customer-brand relationships o Variety of products in one store TARGET MARKET SIZE o steady for many years o not large enough

COMPETITORS CARREFOUR- “All under one roof” o Acquired Euromax (biggest player) in 2013 o Hypermarkets: 2 (capital) o Supermarkets: 17 (around the country) o Low cost CONAD- “People come first” o Nr. of stores:25 (10 in the capital) o Nr. of products: 1800 o High cost

COMPETITORS MERCATOR- “Enjoy buying” o Hypermarkets: 1(capital) o Stores: 2 o Market share: 0.8% o Expected to exit the market by the end of 2014 MEGATEK- “Do it yourself” o 100% Albanian investment o Hypermarket: 1( capital) o Nr. of products: 40,000 o Low cost hypermarket Small neighborhood stores

SUPPLIER’s ASSESSMENT Target has been proving to be a very diverse company regarding its investments; therefore it will be easy adaptable to the complex Albanian market. Facilitating the process Finding the right venue Employees Additional suppliers

MARKET ENTRY ASSESSMENT BASIC MARKET ASSESSMENTS o Barriers to entry  Competition: high  Suppliers: low o Direct approach to the customer o New management o Additions on the Target building

CONCLUSION SHORT-TERM o Gaining market share o After 2 nd year: significant increase in revenue LONG-TERM o Main competitor o Large market share POSSIBLE STRATEGIES o Focused differentiation strategy o Price-based strategy

Thank you for your attention!