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

2. 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

3. 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

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:
Household Essentials % %
Hardlines % %
Apparel & Accessories % %
Home Furnishings & Décor % %
Food & Pet Supplies % %
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
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

7. 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 s
$20,000
Total costs
$600,000
million
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.