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

Marketing Objectives: 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

SWOT Analysis: Strengths Weaknesses Opportunities Threats Familiarity Design Marketing Techniques Weaknesses Litigations Employee Service Opportunities Entry into Canada Private Labels Threats Canadian Competition Canadian Economy

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."

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.

Strategic Marketing Plan Product strategy Fashionable and cheap apparel Addition of food and produce Pricing strategy Match or beat competition Must adjust for new market Distribution strategy Purchased over 200 Zellers locations Be in effective locations that will bring profit Be convenient for target market Promotional strategy Opened “pop-up” store in Toronto Target website 2% of revenue goes to advertising Commercials and videos with celebrities Sponsorships

Budget for Promotions Type of advertizing Initall cost Cost per unit Number of units Toal unit cost National television $500,000 $100,000 per spot 1,500 spots 150 M National magazine $60,000 $10,000 perpage 150 pages $1,500,000 Youtube advertising $10,000 $2 per thousand views 20 million $40,000,000 Search engines $500 per month 12 months $6,000 Nationn wide emails $20,000 Total costs $600,000 191.512 million Grand total:$192,112,000

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.