Marketing Plan

Target Corporation

1000 Nicollet Mall

Minneapolis, MN 55402

(800)-440-0680

December 5th, 2014

C.R. Marketing
Management 250

1
 Table of Contents

1.0 Executive Summary...3

2.0 Current Marketing Strategy..4
2.1 Mission Statement..4
2.2 Objectives for Target Corporation.4
2.3 Additional Objectives and Future Considerations4
2.4 Objectives for Case Study...5
2.5 Current Target Market..5
2.6 Target Corporation Facts5
3.0 Assessment of the Industry7
3.1 General Industry Considerations..7
3.2 Competition8
4.0 CDSTEP.11
4.1 Cultural/ Social Trends.13
4.2 Demographics.13
4.2.1 Growing Trends of Diversity.13
4.2.2 Characteristics of Changing Demographics....13
4.3 Technology..15
4.4 Economic Situation....16
4.5 Political Environment17
5.0 SWOT.18
6.0 Conclusion...19
7.0 Segmentation...20
7.1 Hispanics.20
7.2 Millennials...20
8.0 Targeting...21
9.0 Positioning22
10.0 Implementation/ Timeline/ ROI..23
11.0 Appendix- Survey Data24
11.1 Observational Research Results..24
11.2 Personal Observations25
12.0 Milestones & Deliverables..26

2
1.0 Executive Summary

In recent years, the United States has seen a dramatic change in the characteristics of
its ever-growing population. Certain demographics are emerging with growing levels of
purchasing power which has in turn altered the way in which retailers are marketing their
products and services to the public. The Target Corporation has recently expressed their
pressing need to appeal to these changing demographics and is in the process of choosing a
specific channel in which to capture the attention of these growing sectors of the population.
The goal of this document is to address the characteristics of these changing demographics and
to provide Target with a mechanism of reaching a specific group in order to take advantage of
the purchasing power that they hold within the retailing market. According to research of the
current cultural, demographic, social, technological, economic, and political trends within the
United States, the Hispanic population has proven to represent a large, and growing, sector of
the countrys population, of which retailers across the nation have recently begun paying extra
attention to. The below information highlights the general climate of the retail market within the
United States with specific references to the ways in which the Hispanic residents of the country
factor into the general trends of this particular market sector.
In addition to addressing which demographic Target should focus its efforts on in order
to expand their market share, this document also describes the way in which the company
should do so. The below references regarding the specific segmentation, targeting, and
positioning information that Target should consider reveals the manner in which the retailing
corporation can address the needs of this group and from there, the marketing mechanisms
through which they can accurately and efficiently meet these needs. In accordance with the
research accrued, Target would benefit most by creating a Spanish version of their website, in
order to expand their share of the online retailing market, and to promote their company through
specific channels that will reach the most relevant sectors of the Hispanic American
demographic. This document will provide further details in regards to this marketing plan with
the ultimate goal of offering Target Corporation innovative and insightful suggestions to further
expand their company.

2.0 Current Marketing Strategy

2.1 Mission Statement

Our mission is to make Target your preferred shopping destination in all channels by delivering
outstanding value, continuous innovation and exceptional guest experiences by consistently
fulfilling our Expect More. Pay Less. brand promise. 1

2.2 Objectives for Target Corporation

Design for all- design is fun, energetic, surprising and smart; and it should be
accessible and affordable for everyone

1
https://corporate.target.com/about/mission-values
3
 Great guest service- ensure shopping trip is always enjoyable and exciting whether in
stores or online (friendly service, fully stocked shelves, speedy checkouts)
More for your money- low prices along with other ways to save you money (price
matching, REDcard )
A fun and rewarding place to work- believe in the importance of investing in the
growth and development of the Target team, which in turn benefits the community, their
shareholders, and the customer
Celebrating diversity and inclusion - diversity is the core of every area of their
business (including their employees, their suppliers, and the communities they serve)
A legacy of giving and service - community giving is the cornerstone of the company;
invest in career development and the health and safety of their team; have and will
always give away 5% of their annual income, no matter the economic climate2

2.3 Additional Objectives and Future Considerations

Promotions - price match guarantee, 5% everyday savings with the Target RedCard,
and Targets holiday marketing campaign increased savings to guests during the holiday
season (cartwheel offering a 50% discount on a different toy every day and guests
saving 10% on their personal holiday Wish List)3
Collaborations and partnerships -
TOMS - a limited edition collection for this years holiday season (features
apparel, accessories, shoes, and home goods for women, men, and children)4
Merona - long affiliated with Target, Merona offers extensive choices in mens
and womens clothing
Altuzarra - a new, modern line of womens clothing, shoes and accessories,
Joseph Altuzarra offers a higher end option for Target shoppers5
Technological innovations - updates for iPhone and iPad apps including simplifying
shopping experience, improving social media sites to serve as outlets for the guests to
share their thoughts on new product offerings, introducing a new pharmacy app,
Cartwheel coupon app allowing guests to save more via personalized recommendations,
and joining forces with Curbside that allows customers to order a product ahead of time,
and have it ready for them to pick up6
Urban expansion initiatives - expansion of their smaller, urban locations (CityTarget
and TargetExpress) stores reaching a more urban demographic (emphasizing on
convenience, design, and value for their urban guests) 7

2.4 Objectives for Case Study

2
https://corporate.target.com/about/mission-values
3
https://corporate.target.com/discover/article/360-degrees-of-holiday-a-look-at-Target-s-holiday
4
https://corporate.target.com/discover/article/Target-and-TOMS-join-forces
5
http://www.forbes.com/sites/aliciaadamczyk/2014/08/27/altuzarra-heats-up-target-in-retailers-latest-desig
ner-collaboration/
6
https://corporate.target.com/discover/article/Target-Has-Lots-in-Store-the-App-Store-that-is-for
7
https://corporate.target.com/discover/article/a-CityTarget-grows-in-Brooklyn-in-2016
4
 Meet the needs of changing demographics
Merchandising mix matches that of the changing cultures and environments where
Target stores are being built
Develop a strategy to help ensure that Target continues to meet the diverse needs of the
communities it serves

2.5 Current Target Market

Their guests include young, well-educated, moderate-to-high income families who live active
lifestyles. The guests median age is 40, with an annual income of $64,000. In addition, 57%
have completed college, and 43% have children at home.8

2.6 Target Corporation Facts

Focuses on its grocery offerings in mass merchandiser by expanding the number of
locations with PFresh departments
Activities: Hypermarkets, Mass merchandisers, Internet retailing
Variety of store designs: CityTarget, SuperTarget, TargetExpress9
Net sales of $72,310.25 million in 2013
366,000 employees in 2013
21% grocery sales in 2013
Leading e-commerce operator in the US
4% of total sales occur online
Products like the Target Red Card encourage spending and promote customer
excellence
City Target and Target Express allow corporations to penetrate different markets in new
locations10

Launched Cartwheel app, a digital coupon offering, in 2013

Strong private label portfolio across a wide range of products including packaged foods,
kitchen and homewares, and apparel

8
Target Case Study (on Moodle)
9
http://www.startribune.com/business/268208242.html
10
http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx/Target_Corp_in_Retailing_(USA).p
df?c=54\PDF\&f=F-258895-25001554.pdf&saveAsName=Target_Corp_in_Retailing_(USA)&code=fBFXH
XsrwyU%2b0WupHVIDo9EkJfw%3d
5
 33% of companys sales come from private label or exclusive merchandise11

3.0 Assessment of the Industry

3.1 General Industry Considerations

The retail sector is the largest employer in the United States
Responsible for over 15 million jobs12
Retail sales in 2013 reached nearly $5 trillion13
Success and failure tend to be driven by personal income and consumer confidence
Success of retail market reflects the state of the overall economy14
of U.S. GDP comes from retail consumption15
Retail Technology
Mobile commerce- expected to grow in coming years
Mobile sales were up by 95% in the US, representing 27% of total sales16
Experts predict short-term success and long-term growth17
Green Products and Services Trends
Heavily publicized by U.S. retailers
Strongly supported by U.S. consumers18
Concerns for the future
Changes in economy, national demographics, and job market each affect
Americans buying tendencies

11
http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx/Target_Corp_in_Retailing_(USA).p
df?c=54\PDF\&f=F-258895-25001554.pdf&saveAsName=Target_Corp_in_Retailing_(USA)&code=fBFXH
XsrwyU%2b0WupHVIDo9EkJfw%3d
12
https://www.franchisehelp.com/industry-reports/retail-industry-report/
13
http://retailindustry.about.com/od/statisticsresearch/p/retailindustry.htm
14
https://www.franchisehelp.com/industry-reports/retail-industry-report/
15
http://retailindustry.about.com/od/statisticsresearch/p/retailindustry.htm
16
http://go.euromonitor.com/rs/euromonitorinternational/images/Top%205%20retailing%20industry%20tre
nds%20by%20country%20in%20North%20and%20South%20America.pdf
17
http://retailindustry.about.com/od/technologyinnovations/a/2011-U-S-Retail-Industry-Technology-Predicti
ons-Roundup-Top-Retail-Experts-Predict-retailing.htm
18
http://retailindustry.about.com/od/statisticsresearch/p/retailindustry.htm
6
 Increasing data on consumers/demographics means retailers must
continue to find meaningful, relevant insights19
Increasing threat of online fraud and identity theft20

3.2 Competition
Amazon- major threat to Targets online retailing
Largest online retailer in the US
Reduces shipping time and costs
Working on expanding its burgeoning grocery business
Continues to open warehouses around the country near major populations
Known for selling a wide variety of products
One of the strongest loyalty programs in the country due to its Amazon Prime
offering
Faces strong competition for its variety of Kindle devices
Continued expansion, innovation, and strong branding21
CVS Caremark- major threat to Targets share in the health and beauty market, as well
as the pharmaceutical market
The company ranks second in the health and beauty specialist channel (with a
21.7% share)
Largest provider of prescriptions in the U.S.
Has more than 7,000 locations countrywide
Sales have risen despite the challenging economic environment from 2008-2009
The aging population and constant need for prescriptions, as well as
over-the-counter medications, have helped sustain growth
560 stores have a MinuteClinic, which provides affordable healthcare in a retail
setting
CVSPhoto.com, CVSs relaunched photo site, recently enhanced its speed,
improved the website experience, and added products to be available to the
customer
ExtraCare loyalty program provides benefits for loyal customers22
Wal-Mart- major threat to Targets mass merchandising
Largest retailer in the US
Plans to open a variety of stores

19
http://www.deloitte.com/view/en_US/us/Industries/29ec5a5bdc5ea310VgnVCM2000003356f70aRCRD.
htm
20
https://www.franchisehelp.com/industry-reports/retail-industry-report/
21
http://www.portal.euromonitor.com/Portal/Pages/Magazine/CompanyProfiles.aspx
22
http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx/CVS_Caremark_Corporation_in_R
etailing_(World).pdf?c=39%5CPDF%5C&f=F-143399-17335539.pdf&saveAsName=CVS_Caremark_Cor
poration_in_Retailing_(World)&code=oxaD81d6nDZhgwTN%2ftOj8RZXDps%3d
7
 Focus on its Supercenters, Walmart Market, and Walmart Express
Experimenting with Walmart on Campus outlets
Adapting to the trend of consumers making either large stock up trips or quick
supplementary trips23
Shifted towards hypermarkets and smaller formats
Moved away from mass merchandisers24
Wide geographical spread and exposure to emerging markets of Latin America
Dominates its rivals in terms of sales and store network
A few years of slowdown and strategic errors
Improved sales growth in 2012 of 3.8% and 2013 of 2.1% by lowering prices and
having a wide assortment
Target introduced its own video streaming service in order to compete with
Wal-Marts Vudu
Made the necessary investments to bring developers in-house25
Kroger- major threat to Targets PFresh (grocery) department
Leading player in the countrys supermarket channels
Over 3,000 grocery stores nationwide
Global value share of 0.6%, making them the 8th largest retailer in the world
Sells fuel at approximately 1,200 of its store locations
Looking towards urban expansion
Experimenting with grocery delivery
Enjoys high customer loyalty, which is a direct result of their customer 1st
strategy and loyalty card program
Gives no indication of international expansion
Currently has a relatively limited online presence26

Displayed in the bar graph above, Wal-Mart excelled in sales during 2012 and 2013. On the other
hand, CVS and Kroger had significantly less sales, but they were still stayed above Target.

23
http://www.portal.euromonitor.com/Portal/Pages/Magazine/CompanyProfiles.aspx
24
http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx/Target_Corp_in_Retailing_(World).
pdf?c=85\PDF\&f=F-246913-24195585.pdf&saveAsName=Target_Corp_in_Retailing_(World)&code=qn6r
cufRn%2bZsyuD19HdwmsMb%2fy0%3d
25
http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx/Target_Corp_in_Retailing_(World).
pdf?c=85\PDF\&f=F-246913-24195585.pdf&saveAsName=Target_Corp_in_Retailing_(World)&code=qn6r
cufRn%2bZsyuD19HdwmsMb%2fy0%3d
26
http://www.portal.euromonitor.com/Portal/Pages/Magazine/CompanyProfiles.aspx
8
 Looking at the percents of growth, CVS and Kroger were highest, while Wal-Mart and Target had
about the same percent growths in 2013 and 2014.27

Displayed in the table to the left, Wal-Mart surpasses

all other companies with a 3.3% share in the market.
Additionally, CVS, Kroger, and Amazon are also
above target at 0.7% and 0.6%. Finally Target is
towards the bottom of the list ranked at 13 for leading
global retailing companies at 0.5%.28

Targets Standing Amidst Fellow Retail Giants: The above national retailers all pose a
serious threat to Target, albeit in different ways. Amazon represents a major threat to Targets
online retailing. Amazon offers customers the ability to have a pleasant shopping experience in
the comfort of their own home. Targets website could be improved to meet the standards that
Amazon has set, however, as noted above, Target has already begun taking initiatives to
expand upon this sector of the market by expanding the variety of products they offer online.
CVS Caremark offers locations more convenient to the urban demographic as the stores are
characteristically more centrally located. Target has responded to this threat by creating
TargetExpress and CityTarget locations to better appeal to this growing demographic.
Wal-Marts rock bottom prices consistently draw customers in. However, Targets mantra of
offering low prices without sacrificing high quality is generally of higher value to the consumer.
In order to beat out the competition of the largest grocery retailer in the country, Kroger, Target
continues to expand its grocery department in order to appeal to a wider range of
demographics.

27
http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx/Target_Corp_in_Retailing_(World).
pdf?c=85\PDF\&f=F-246913-24195585.pdf&saveAsName=Target_Corp_in_Retailing_(World)&code=qn6r
cufRn%2bZsyuD19HdwmsMb%2fy0%3d
28
ibid
9
4.0 CDSTEP

4.1 Cultural/ Social Trends

Push to buy local
As a correlation to sustainability trends, consumers increasingly want to know the
source of their food and other products29
Increasing prevalence of communication and technology promoting communication
Growing communications culture means they can never disconnect
Need for tools and technology to help consumers multitask and do everything at
once30
Gender consumption differences continue to fade
Increasing demand for non-gendered products and a decrease in the demand for
feminine products31
Greater demand for multicultural options
Generation Y, particularly within the Hispanic population, embraces their parents
culture, doesnt accept the melting pot mentality32
Increasing demand for diverse, different flavors in food as a result of the
changing ethnic demographics33
Changing personal values
Millennials are creating an increasingly individualistic culture
Theyre described as follows: unattached to organized politics and religion,
linked by social media, burdened by debt, distrustful of people, in no rush to
marry - and optimistic about the future.34
Cooking is becoming a leisure activity
Theres increasing excitement for different foods, such as those with a particular
ethnic origin or healthier options35
Female breadwinners have more discretionary income to spend on non-essential or
personal luxuries (beauty products, clothing, accessories)
Need to look sophisticated in the workplace creates larger market for womens
professional clothing and accessories

29
http://web.b.ebscohost.com/bsi/detail/detail?vid=14&sid=4ea9cd1b-7dd8-4eac-95b7-e7476c6785c9%40
sessionmgr111&hid=115&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&AN=94826931
30
http://web.b.ebscohost.com/bsi/detail/detail?vid=12&sid=4ea9cd1b-7dd8-4eac-95b7-e7476c6785c9%40
sessionmgr111&hid=115&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&AN=97231916
31
Ibid
32
http://web.b.ebscohost.com/bsi/detail/detail?vid=19&sid=4ea9cd1b-7dd8-4eac-95b7-e7476c6785c9%40
sessionmgr111&hid=115&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&AN=73340213
33
http://web.b.ebscohost.com/bsi/pdfviewer/pdfviewer?vid=50&sid=4ea9cd1b-7dd8-4eac-95b7-e7476c67
85c9%40sessionmgr111&hid=115
34
http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/
35
http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx/Female_Breadwinners_How_the_
Rise_in_Working_Women_is_Influencing_Spending_Patterns__Executive_Briefing.pdf
10
 Increased involvement in family finances leads to female-friendly finance
packages, insurance products, credit cards, etc36
Women are becoming more dominant in categories not traditionally marketed to them, ie
cars, computers, home improvement37
Thrift- market value faced considerable price pressure as a result of cheaper imports and
a trend towards fast fashion outlets, discounters and supermarket brands38
Health and Wellness Concerns39
Increased health consciousness and desire to remain fit and youthful has driven
demand for a variety of consumer health products (Health foods, weight
management products, herbal remedies, natural health supplements)
Tend to self-medicate with purchases of over-the-counter products for the whole
family to keep health costs down and save time
Demand for products that are sophisticated in terms of comfort, convenience,
segmentation, and ecological benefits
Great interest in keeping healthy and in good shape40
Greener Consumers- incorporation of natural and organic elements in beauty & personal
care
A Time-Poor Society- demand for convenience products time saving devices
(appliances & smartphones), convenience foods (ready meals, fast food, snacks),
disposable paper products41
Tend to devote a large part of familys income to food- a key consumer segment
Consumers in other countries joined overall trends such as sustainable lifestyles,
affordable luxury, and favoring experiences over products
Families that purchased basic goods in the past are replacing them now, showing
decreased impulsive buying trends42
Increasingly looking for products with novelty as well as value, such as ready meals,
special yogurt, soup, and organic products43
Saving money has lead to changes in habitual purchasing behavior
Tend to choose nearby supermarkets and opting for lesser-known brands over
leading ones44

36
http://www.portal.euromonitor.com/Portal/Handlers/accessPDF.ashx/Female_Breadwinners_How_the_
Rise_in_Working_Women_is_Influencing_Spending_Patterns__Executive_Briefing.pdf
37
ibid
38
ibid
39
ibid
40
ibid
41
ibid
42
http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
43
ibid
44
ibid
11
4.2 Demographics

4.2.1 Growing Trends of Diversity

Origins and ethnicity
13.2% of population is African American, 5.3% is Asian American45
Hispanic and Asian populations are the fastest growing groups
16.4% of the American population is Hispanic (17.8% projected for 2015)
30% of immigrants are Mexican, 5% are Chinese46
5 states with the highest Hispanic populations: New Mexico, California, Texas,
Arizona and Nevada
Hispanic population in New Mexico accounts for 46.3% of the overall population47
Culture factors around growing Hispanic population
Hispanics emphasis on harmony and the externalization of positive feelings
Too much criticism and competition may be met with rejection48
Loyalty and co-dependence between family members are core values in Hispanic
families 49

4.2.2 Characteristics of Changing Demographics

Median age in the US is 37.5 years
People with no children
almost doubled between 1980 and 2000
Research has consistently found a positive correlation between couples with
higher educations and couples with no children50
Other demographic statistics
45% of Hispanic Millennials live with their parents, 29% of parents reported that
their children moved back in with them due to economic conditions (2012)5152
Urban population: 82.4% of total population (2011)53
Total dependency ratio: 51%54

45
http://quickfacts.census.gov/qfd/states/00000.html
46
http://search.ebscohost.com.ezproxy.sibdi.ucr.ac.cr:2048/login.aspx?direct=true&db=a9h&AN=8763833
3&site=ehost-live&scope=site
47
http://en.wikipedia.org/wiki/Demographics_of_the_United_States#Race_and_ethnicity
48
http://eds.a.ebscohost.com.ezproxy.sibdi.ucr.ac.cr:2048/ehost/pdfviewer/pdfviewer?sid=d86932cd-d9d9
-405d-93d6-463a3f69185d%40sessionmgr4002&vid=1&hid=4213
49
http://eds.a.ebscohost.com.ezproxy.sibdi.ucr.ac.cr:2048/ehost/detail/detail?sid=6e18b7bc-6459-4557-ac
4b-6bfa12ee2e21%40sessionmgr4005&vid=0&hid=4213&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT
1zaXRl#db=pdh&AN=1992-32781-001
50
http://search.ebscohost.com.ezproxy.sibdi.ucr.ac.cr:2048/login.aspx?direct=true&db=a9h&AN=9042909
2&site=ehost-live&scope=site
51
http://search.ebscohost.com.ezproxy.sibdi.ucr.ac.cr:2048/login.aspx?direct=true&db=a9h&AN=8763833
3&site=ehost-live&scope=site
52
http://blog.viacom.com/2014/01/hispanic-millennials-living-at-home-delaying-marriage-and-focusing-on-c
ollege/
53
http://en.wikipedia.org/wiki/Demographics_of_the_United_States#Religion
54
http://www.indexmundi.com/united_states/demographics_profile.html
12
 This is a measure of the number of dependents (people aged 0-14 and
65+) in relation to the general population (aged 14-65).
Mean travel time to work: 25 minutes (2008-2012)
Yearly income per capita in 2012: $28,05155
Median household income: $53,046
15% of population lives below the poverty line56
Increasingly common to have multiple generations in a single household
Boomerang children (or children of the baby boomers) dont have the same
values as the baby boomers, who wouldnt have considered living with their
parents
Increasing ethnic diversity leads to a greater number of families embracing
multiple generations in one household57
Increased necessity for advanced education and, thus, increased student debt
Becoming increasingly difficult for those with a high school or 2-year degree to
establish themselves in a career
Even affluent families are seeing increased numbers in student debt
Older generations working in post-retirement jobs and staying active- there are fewer
negative associations with being over 5058
Greater activity in this generation gives them greater purchasing power

As displayed to the left,

multigenerational households have
became a prevalent cultural and
demographic segment of the US.

4.3 Technology
Differences between online and retail become blurred due to the increased focus on
technological aspects59

55
http://www.indexmundi.com/united_states/demographics_profile.html
56
http://quickfacts.census.gov/qfd/states/00000.html
57
Ibid
58
http://www.portal.euromonitor.com/Portal/Pages/Common/Pdf.aspx/TOP_10_CONSUMER_TRENDS_F
OR_2013
59
http://www.portal.euromonitor.com/Portal/Pages/Magazine/CompanyProfiles.aspx
13
 Increased prevalence of omnichannel retailing60
Occurring not only in the US, but internationally
Increased technological environments are leading consumers to merge their
online and offline shopping practices
important to note that this is different than multichannel retailing, in which
consumers use multiple channels, but dont combine them61
Allows for a more experiential marketing perspective through technology
In the US, more than 50% of cell phone owners have smartphones62
More than 70% of smartphone users have used their devices for comparison
shopping (comparing prices between retailers, in stores)
Due to this, retail industry is shifting towards a concierge model (unlimited and
unbiased marketing) of helping customers to compete
Mobile applications are becoming increasingly prevalent for marketing strategies
Games and location apps such as Loopt encourage consumers to communicate
about purchasing behavior
Using applications allows retailers to attract consumers that tend to shop online
ex: Walgreens pairing with Foursquare to distribute electric coupons, RedLaser
allowing consumers to scan UPC codes to find products at retailers near their
location
Technological advances lead toward self-service options, shift from personal service
Lack of personal contact can lead to lower customer satisfaction and consumer
loyalty63
Elderly population (65+) displays a necessity to access new technology,
Needs are not addressed because designers are unaware, or cannot
accommodate said populations needs into products 64
According to national representative survey:
Approximately 157.5 million adults use the internet
Men and women display same levels of internet usage
47% estimate internet usage one hour a day, 20% average two hours a day
1 in every 3 American uses the internet for three hours or more per day
1 out of 5 respondents consider themselves part of an online community65

60
http://www.theibfr.com/ARCHIVE/ISSN-1941-9589-V9-N1-2014.pdf (see p. 655)
61
Ibid
62
http://br6hl4gz8p.search.serialssolutions.com/?genre=article&isbn=&issn=15329194&title=MIT%20Sloa
n%20Management%20Review&volume=54&issue=4&date=20130601&atitle=Competing%20in%20the%
20Age%20of%20Omnichannel%20Retailing.&aulast=BRYNJOLFSSON,%20ERIK&spage=23&sid=EBSC
O:Business%20Source%20Premier&pid=
63
http://ac.els-cdn.com/S0969698914001234/1-s2.0-S0969698914001234-main.pdf?_tid=ffef37e2-5b19-1
1e4-a001-00000aab0f02&acdnat=1414112975_ea997e4a5e114809f76e0079e5835a2f
64
http://delivery.acm.org.ezproxy.sibdi.ucr.ac.cr:2048/10.1145/1170000/1168988/p1-czaja.pdf?ip=163.178
.101.228&id=1168988&acc=ACTIVE%20SERVICE&key=842BC1E250410AEB%2EF2CED886D8E8C30
C%2E4D4702B0C3E38B35%2E4D4702B0C3E38B35&CFID=446274465&CFTOKEN=50073235&__acm
__=1414114086_78d6cc134aed4b94d4c0b7fce70f6414
65
http://dl.acm.org.ezproxy.sibdi.ucr.ac.cr:2048/citation.cfm?id=1562164.1562201&coll=DL&dl=ACM&CFI
D=446274465&CFTOKEN=50073235
14
 Cyber and security threats have led to trust issues with current and potential customers.
According to the Wall Street Journal, 70 million people were affected

4.4 Economic Situation

The real value of private final consumption grew by 1.7% in 2013 and gains of 1.8% are
forecasted for 2014
Job growth in 2014 is estimated to increase consumer spending
Wage growth is projected to accelerate in the second half of 2014, contributing to
the rise in spending
As job growth increases and consumers become more economically secure,
growth should increase in the second half of 2014
Wide, stratified distribution of wealth still prevalent
Income of the top 1% of the population has been rising exponentially in the past
20 years
Initiatives towards improving energy, infrastructure, and technological development have
been developed to help stabilize the US economy
Real GDP growth fell by 1.9% in 2013, but gains of 2.0% are expected in 2014
Both consumer demand and exports are expected to rise in 2014
Savings ratio for 2014 has dropped from 11.2% of disposable income in 2013 to 11%
Consumer expenditure per capita in 2014 is forecasted to rise 1.1%, from $35,360 USD
in 2013 to $35,748 USD
Per capita disposable income is expected to grow by .8% in 2014, from $39,919 USD to
$40,238 USD66
Hispanic purchasing power is increasing 7.5% annually, more than twice as fast as the
2.8% growth for the total US purchasing power. Hispanic purchasing power has also
increased 45% in the last five years67
Revival in the desire for convenience
Decreased demand during the recession due to prices
As the economy recovers, the consumers interest in fast, potentially more
expensive goods increases68

4.5 Political Environment

Advertising and marketing laws enforced by Federal Trade Commission (FTC)
Categories of regulation

66
http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
67
www.gahcc.org/Hispanic-Buying-Power.861.0html
68
http://www.portal.euromonitor.com/Portal/Pages/Common/Pdf.aspx/TOP_10_CONSUMER_TRENDS_F
OR_2013
15
 Marketing to children- marketing violence to children has extensive guidelines,
marketers must comply with truth-in-advertising standards69
Endorsements- regulations range from using actual customers in advertisements
to making a clear connection between endorser and marketer70
Environmental Marketing- with a rise in green products and services, claims
made by marketers must display competent and reliable scientific evidence71
Health claims
Claims made by companies must be scientifically proven (marketing food,
over-the counter drugs, dietary supplements)72
Made in USA claims - companies must disclose content or material
manufactured in the US73
Online advertising and marketing- requires following guidelines to protect users
and businesses alike, truth in advertising applies equally to online advertising74
Immigration reform
Recent Senate results may discourage immigration reform
Obama may seek executive order to aid immigrant workers75
Hispanic population may continue to grow without official reform76

69
http://business.ftc.gov/advertising-and-marketing/children
70
http://www.ftc.gov/sites/default/files/documents/reports/marketing-violent-entertainment-children-sixth-fol
low-review-industry-practices-motion-picture-music/p994511violententertainment.pdf
71
http://business.ftc.gov/advertising-and-marketing/environmental-marketing
72
http://business.ftc.gov/advertising-and-marketing/health-claims
73
http://business.ftc.gov/advertising-and-marketing/made-usa
74
http://business.ftc.gov/advertising-and-marketing/online-advertising-and-marketing
75
http://www.nytimes.com/2014/11/07/opinion/mr-obamas-moment-on-immigration.html
76
http://www.nielsen.com/us/en/insights/reports/2012/state-of-the-hispanic-consumer-the-hispanic-market-
imperative.html

16
5.0 SWOT

Target Corp. is one of the largest retailers in the US, an advantage which is maintained by the
continued brand and product value, effective targeting and segmentation of their upper-middle
class market and a continued online retailing presence. However, Targets dependence solely
on the US retail market and relative lack of visibility in comparison to their larger competitors
(such as CVS, Wal-Mart or Amazon) could hurt the companys competitive advantage and thus
hurt overall profits.

Strengths
large market share in retail (ranked
5th) and even a greater share in mass
merchandisers (ranked 1st)
product excellence, known for value
appeals to a variety of age groups
stores are organized and aesthetically
pleasing
specification of stores based on
location allows the company to target
customers geographically (e.g., City
Target, Target Express)
technological accessibility via website
and online options
red Card appeals to customers and
promotes greater spending
Weaknesses
cyber security/threats has led to
distrustful consumers
limited in geographic reach, ie they are
not breaking into international markets
doesnt have as many convenience
retailers; customers are more likely to
make fewer trips and buy in bulk, than to
run to Target for little convenience items-
gives competitors like CVS an advantage

Opportunities
potential to open more Target
Express stores in order to sell more
convenience items
tapping into the going green
consumer trends and diversifying
green and organic product options
more expansion into urban locations
with CityTarget to compete with CVS
and Walgreens
expand online retailing and streamline
website design to create greater
access for consumers
Threats
competitors in mass merchandising,
particularly Wal-Mart, that appeal to a
broad demographic
Amazons dominance in online retailing,
in conjunction with trends in comparative
shopping that lead to lower retail profits
over-dependence on the US retail market

17
6.0 Conclusion

Target Corporation has maintained its large market share in retail due to its continued efforts to
provide their guests with high quality products at affordable prices. Concentrating on
cleanliness and store organization, Target holds the upper hand over its challengers because of
its aesthetic appeal. Using programs such as the RedCard, Target hopes to have the edge
over its competitors such as Wal-Mart, Amazon, etc. In addition, Target has expanded its
variety of store sizes to cater towards all different kinds of customers geographically. For
example, they have recently introduced TargetExpress in urban areas to appeal to those
customers who want a quick stop shop. However, Target also has room for improvement. Their
big SuperTargets and security threats have turned customers away that prefer a quick and
convenient stop. In addition, Wal-Mart and Amazon hold big threats on Target. These
companies offer a deep selection of merchandise, and in turn, appeal to a larger demographic.
Target continues to work on broadening their product selection, as well as improving their
website to appeal to all types of demographics.

7.0 Segmentation

7.1 Hispanics: persons of latin american descent

CR Marketing chose these segments primarily because of the rising Hispanic
demographic. Currently 16.4% of the American population is Hispanic and there is a
17.8% projected for 2015.
This segment would find Targets offered value attractive because the company offers
quality products at a fair value.
Hispanics value family more than most population groups, including Americans. Many
shop with their children, meaning it can create a long term loyalty to the brand.
Evaluative criteria
Identifiable: A distinct segment; easy to identify. The highest Hispanic
populations are in New Mexico, California, Texas, Arizona and Nevada.
Reachable: As Hispanics continue to increase their purchasing power, they start
to use mobile phones as well as the internet as a normal part of their lives. As
well as that, this segment can be easy to reach through a number of methods
including advertisements through mass media
Newspaper (southwest regionally)
Radio
Soccer- Large population of soccer fans in the south west.
Roughly 34% of 2013 regular season MLS viewers were Hispanic
and are under the age of 3477

77
http://cdn0.sbnation.com/assets/3990021/year-in-sports-media-report-2013.pdf
18
 During this years World Cup final, 44% of Spanish language
tweets mentioned the game as opposed to 24% for English
speakers.78
Responsive: The Hispanic population has proved to be a responsive one. One
example of this can be found in the Major League Soccer, where teams designed
to appeal to the Hispanic population have seen a solid fanbase as a result.
Profitable: The changing demographic can yield a fair amount of profit. Hispanic
purchasing power has increased 45% in the last five years79. Annual increase of
7.5% (more than double the growth of the 2.8% American purchasing power)80

7.2 Millennials- a person reaching young adulthood around the year 2000 (ages 18-33)
CR Marketing has chosen this segment because this demographic is the one that
has grown up going to Target with their parents. These customers want to
maintain their customer loyalty.
By this time, millennials are already prepared to spare their income in different
things, ranging from groceries to home items.
Evaluative criteria
Identifiable: The millennials are a distinct segment that can be identified
very easily. They have shopped at Target in their childhood and will want
to continue to patronize the company because of brand loyalty.
Reachable: There is no real regional segment within this demographic.
Classic strategies like advertising and promotions will appeal to the
millennials the most because they are always using technology. So they
are exposed to advertising all the time.
Responsive: Millennials are regarded as being responsive because of the
fact that they grew up shopping with their parents at Target.
Profitable: The millennials have the potential to become long term loyal
customers. This segment can be extremely profitable in the future
27% of total population--estimated 1.3 trillion dollars in spending
power

78
http://www.businessinsider.com/world-cup-demographics-2014-7
79
www.gahcc.org/Hispanic-Buying-Power.861.0html
80
ibid
19
8.0 Targeting

Targeting the Hispanic American population in the United States provides a unique
opportunity for Target Corporation. Cultural attitudes and beliefs, in particular, differ from the
traditional Anglo norms. Cultural values may include emphasis on work ethic, integrity, and
group/family importance. Hispanics in America, more so than other immigrant groups, heavily
emphasize quality of relationship, be it a familial, professional, or consumer relationship.
Establishing a quality relationship before entering into purchasing interests, then, will lead to
customer excellence. Further reaching into the Hispanic community will require considerations
of language with an emphasis on technology and media consumption.81 Regarding language, it
is important to understand the dialectical differences of various Hispanics located around the
country i.e. Mexicans in the south west region compared to Cubans in Miami. It is safe to say
that Hispanics may in fact be purchasing trendsetters for decades to come.82

Emphasis should be on the family and importance of women in household

Increasingly common to find multiple generations living in the same home
According to Nielsen, it is the women in the family who are the drivers of their
consumer habits
86% of Latinas are at the head of purchasing decisions in the family83
Latinas also attend college at a higher rate than Latinos--empowering84
Increased purchasing power within United States
Hispanic purchasing power has increased 45% in the last five years85
Annual increase of 7.5% (more than double the growth of the 2.8% American
purchasing power)86
Fastest growing immigrant population in the country
30% of current immigrants come from Mexico87
In New Mexico alone Hispanics account for nearly half of states
population
Are much younger than the general population88
Median age in America is 37, whereas Hispanic median age is 2789
Hispanic populations exhibit significant cultural sustainability

81
http://www.nielsen.com/us/en/insights/reports/2012/state-of-the-hispanic-consumer-the-hispanic-market-
imperative.html
82
http://www.forbes.com/sites/glennllopis/2013/01/09/advertisers-must-pay-attention-to-hispanic-consume
rs-as-rising-trendsetters-in-2013/
83
http://www.nielsen.com/us/en/insights/news/2013/latinas-are-a-driving-force-behind-hispanic-purchasing
-power-in-.html
84
http://www.multiculturalretail360.com/userfiles/file/2011%20Presentations/ConcurrentA.pdf
85
www.gahcc.org/Hispanic-Buying-Power.861.0html
86
ibid
87
http://search.ebscohost.com.ezproxy.sibdi.ucr.ac.cr:2048/login.aspx?direct=true&db=a9h&AN=8763833
3&site=ehost-live&scope=site
88
http://www.multiculturalretail360.com/userfiles/file/2011%20Presentations/ConcurrentA.pdf
89
http://www.pewresearch.org/daily-number/median-age-for-hispanics-is-lower-than-median-age-for-total-
u-s-population/
20
 Have thus far failed/refused to conform to American melting pot furthering
importance of unique marketing strategies90
Approximately 60% are bilingual
Even those that know English look for bilingual packaging91
There is a growing preference for reading in English among Latinos
Greater than 35% prefer only English language reading92
All apparel retailers should be advertising in Spanish93
28% of Hispanics use their cell phone to check activity on social networking sites94
30% of Hispanics are searching more information about health and nutrition95

9.0 Positioning

CR Marketing thinks Targets presence in the southwest and subsequent appeal to the Hispanic
population could be increased relatively easily through particularized advertising and creating a
Spanish version of Targets website. Our selection of the southwest is supported by our
demographics section; New Mexico, California, Texas, Arizona and Nevada are the 5 states
with the highest Hispanic population. The demographic as a whole accounts for 16.4% of the
US population.

Place: Regionally-oriented; the Southwest. The sponsorship of local youth soccer teams
should focused in several major cities across the region, specifically San Antonio (58%),
Houston (40.7), Santa Fe (50.6%), Albuquerque (47.7%), Tucson (34.5%), Fresno
(50.3%), LA (47.7%) as they have some of the largest Hispanic populations.96
Product: Members of the Hispanic community tend to prioritize family and fellow
community members, as seen through the prevalence of multigenerational households.
Through a shopping section based on buying local as well as an ethnic specific section,
Target can better distinguish itself from other mass merchandisers in the eyes of this
demographic.
Supports local farmers and small businesses to enhance local economy
Product purchasing will depend on the community where each individual Target
store is located, directly reflecting the demographic that shops at the locations
Fills the need for ethnic, speciality items that fit the guest in that location
Price: Its important that Target continue to maintain the Pay Less aspect of their
company slogan; however, the Buying Local sections could potentially have more
expensive products. The increased price, hopefully, would be outweighed by the desire
of consumers to purchase locally grown foods found in this section.

90
http://www.nielsen.com/us/en/insights/reports/2012/state-of-the-hispanic-consumer-the-hispanic-market-
imperative.html
91
http://www.multiculturalretail360.com/userfiles/file/2011%20Presentations/ConcurrentA.pdf
92
ibid
93
ibid
94
ibid
95
ibid
96
http://www.socialexplorer.com/6f4cdab7a0/explore
21
 Promotion: Advertising should be focused on avenues that reach the greatest Hispanic
populations, this includes looking to professional and youth soccer leagues for
endorsements, creating a Spanish version of Target online and advertising through
Spanish language television stations, ie Telemundo and Univisin.
LAFC97: Major League Soccer has agreed to add a new team in Los Angeles, the
Los Angeles Football Club. With many celebrity owners, including Magic Johnson
and Mia Hamm, the team is likely to gain lots of media attention in 2017, its
premiere season. In becoming a sponsor now, Target could benefit from media
presence and become more visible to the targeted demographic, considering the
fact that 34% of MLS regular season viewers last season were Hispanics under
the age of 34. 98
Youth soccer leagues: Hispanics attraction to soccer combined with core family
values makes the youth soccer leagues a focus of attention for this population.
For example, 39% of MLS Youth Academy Participants are of Latin American
descent.99 Target has an opportunity to position its brand between Hispanic
families if it sponsors recreational soccer leagues, specifically in communities
around Targets existing locations. Youth academies in Dallas, New York,
Houston, Chicago, San Jose and Los Angeles average 54% of Hispanic
population. Furthermore, Los Angeles based soccer academies report a 69% of
Hispanic participation100. As the current target market includes young mothers,
youth soccer league sponsorship would not only address Targets strengths, but
also introduce its brand to a newer demographic.
Website translation101: The Target website doesnt offer accessibility to Hispanics
in terms of language. Strong competitors like Wal-Mart or Amazon offer a
Spanish option for their websites, which might attract these customers more so
than Target. In order to attract more Hispanic customers, the website should also
be available in Spanish in its totality. Having the website in Spanish might
increase traffic as many Hispanics prefer to go to competitors not because they
prefer them, but because they offer the same service in their native language.
Campaign Launch: CR Marketing proposes a new nationwide campaign that will
inform the public of Targets initiatives to integrate a community-focused, location
specific shopping section into their already successful retail stores. There will be
a new slogan, Expect ________ , Pay It Forward, where the blank space can
be filled by a variety of words (such as equity, convenience, gratification, variety,
quality, novelty, community, sustainability, etc.) that encapsulate Targets mission
as a company and also relates to the needs of the specific demographic that is of
concern in the given location. Filtering these words through the first part of the
slogan will inform previous and potential guests of Targets objectives as a

97
http://lafc.com/#For-All
98
http://cdn0.sbnation.com/assets/3990021/year-in-sports-media-report-2013.pdf
99
http://ptimesports.com/blog/?p=6
100
http://ptimesports.com/blog/?p=6
101
http://www.turnoverweb.com/blog/117-boost-up-your-business-roi-with-spanish-seo
22
 corporation and the Pay It Forward message will remind guests that what
Target is doing as a company will in turn have a positive impact on the
community. This new slogan should be used in conjunction with Targets original
Expect More, Pay Less motto in order to remind guests that Target has, and
always will be, their go to retailer for high quality, affordable goods. Further, this
campaign will include a spanish language specific version to appeal the desired
demographic.

10.0 Implementation/ Timeline/ ROI

Based on rough estimates, CR Marketing has found that, in adding the potential costs for
promotional materials and looking at comparable ROIs from similar strategies, that our plan
should bring in $1,225,280 to $4,585,280, resulting in an ROI of about 12% overall.

Recreational league Sponsorship -- $84,000102

MLS sponsorship -- $1,000,000 - $4,000,000103104
Website changes -- 10,000105
TOTAL: $1,094,000 - $4,094,000

Expected profits --
$1,225,280 - $4,585,280106

ROI - 12%

CR Marketing hopes that, in reaching near 50% of many of these cities demographics,
they would get a large increase of shoppers in the Hispanic demographic. Optimistically,
this would result in sales of close to $1.2 million, which would result in a 12% ROI when
taking out the $1,094,000 - $4,094,000 projected cost.
The roll-out strategy needs to begin with the website change. This should be the
simplest and can occur January 1st, 2016. Next, the sponsorship strategy should begin
in California, particularly LA. This is due to the larger size of LA than the other chosen
target cities, as well as the MLS team located there. Ideally, this should occur in March,
at the same time as the beginning of the Major League Soccer season. At this time,
Target could also start the slogan and new aisle campaigns. Once the sponsorship, new

102
Assuming comparable costs to the following link (http://www.fclapanteras.com/team-sponsors), and
that 3-4 teams are supported in each city, ie the top team in each area.
103
http://www.businessofsoccer.com/2014/07/11/mls-jersey-sponsorship-tells-two-different-stories/
104
http://www.totalfootballmag.com/features/world-football/how-do-mls-kit-sponsorship-values-compare-to-
europe/
105
http://www.thenativa.com/blog/top-4-methods-for-translating-a-website-to-spanish/
106
http://www.mediacom.com/media/4014658/MediaCom_Insider_Sports_Sponsorship_Whitepaper.pdf;
numbers based on a projected 12% ROI, which is a conservative estimate based on the numbers cited in
this whitepaper.
23
 slogan and local and ethnic products are introduced in LA and the other California cities
specified, expansion will be continued to Arizona, New Mexico and then Texas. This
should be done periodically, and the campaign should be in all of the southwest by
January 2017. Consistent assessment of the sponsorships success would be necessary
to move into the next state, ensuring they balance revenues with the marketing
expenditures.

11.0 Appendix

11.1 Observational Research Results

The information below was gathered from a recent trip to the Target in Northfield, Minnesota. A
series of four questions were presented to Target employees with the goal of gaining primary
data regarding sales trends, demographics, and customer experience. Personal observation
was then performed by a member of our marketing team at this Target location in order to
acquire increased knowledge on Targets standing in the retailing world, from a consumers
point of view.

Employee Survey: (the answers below are a summary of the responses of several different
Target employees)

Question # 1--In your opinion, what products/departments are most frequented by

customers?
Answer: The most frequented departments in this Target location are the grocery,
cleaning products (household goods), and cosmetics sections.

Question #2--Do you believe the layout of the store affects what consumers buy? If so, is
this correlated to a positive or negative result in consumers purchasing behavior?
Answer: Yes, the layout definitely affects how and what people buy. The way Target
organizes the layout of their stores is positively related to the consumer buying process. For
example, promotional items are strategically placed at the entrance of the store. These items
usually include grab-and-go grocery items that typically induce impulse buys during a
customers shopping experience.

Question #3--In what ways do you believe Target could improve consumer experience?
Answer: The consumer experience would benefit from, in this specific location, an
increased number of staff members on the floor to assist the guest whenever necessary. The
guests experience could also be improved if employees underwent more extensive training on
product knowledge so as to be of better assistance when needed.

Question #4--What is the most common demographic that you witness shopping at this
store?

24
 Answer: The most typical shopper is the young mom with her young children. This is a
one-stop-shop for many parents and offers many different products for many different domestic
needs. This particular location is also frequented by college students quite often. With two
colleges in the near vicinity and a free transit system offered to the students that brings them
directly to this Target location, the store is a convenient place for this demographic to buy their
daily necessities.

11.2 Personal Observations

Notes on Demographics (What type(s) of people are shopping at this Target? Who seems
to be the majority, in terms of demographics, that you witness in the store?)
moms (young) with small children
middle aged women
college students
Notes on store layout (Is it conducive to a positive consumer experience? Is it well
organized? Is it easy to locate specific products?)
yes, it is well organized (most of the employees were working by
stocking/organizing the shelves)
easy to locate products (departments, sections, and aisles are clearly marked)
How are promotions advertised?
large grouping of promotions located right as you walk in the doors
(typically holiday/event based--for example, Halloween specials, etc.)
other promotions clearly marked throughout store (many sale items
highlighted/displayed at the end of aisles--easily seen as guest walks by)
regular sales on products denoted by reduced price shelf tag
What seems to be the dominant type of product purchased by customers? (household
goods, electronics, etc.)
household goods (ex. cleaning supplies)
food/groceries
cosmetics

Elaborate on ways in which you believe Target has outperformed its competitors based
on your observations:

Target does not necessarily have the lowest prices in the retailing world (in comparison to
Wal-Mart, for example), however, higher quality products (regarding the variety of options
available to consumers and manner in which they are presented) and a more enjoyable
customer experience (based on store cleanliness and organization) give them an advantage
over their competitors, in my opinion.
12.0 Milestones & Deliverables

25
 Specific portions of the CDSTEP analysis will be completed by the following people by
10/17; a group meeting will be held on 10/18 to compile the separate data into one
CDSTEP
Grace: Culture- What are the shared meanings, beliefs, morals, values, and
customs of this group of people?
Orlando/ Grace: Demographics- What are the characteristics (age- what
generation, gender, race, income- education) of human populations and
segments?
Marla: Social Trends- What trends (thrift, health and wellness concerns, greener
consumers, privacy concerns, time-poor society) appear to be shaping
consumers values?
Ben: Technological Advances- What technological advances (social media,
applications) have improved the value of both products and services?
Emma: Economic Situation- How has the economic situation (inflation, foreign
currency fluctuations, interest rates) affected the way consumers buy
merchandise and spend money?
Gus: Political/ Regulatory Environment- Is fair competition, consumer protection,
and industry specific regulation present within the company?
Separate SWOT analyses will be completed by two groups by 10/21
Groups: Gus, Emma, Grace AND B en, Marla, Orlando
Consider the internal environment (strengths and weaknesses) and the external
environment ( opportunities and threats)
Compare between groups at a 10/21 meeting to produce a final SWOT analysis
Industry Analysis, including the following, will be completed by 10/24
Marla/ Emma: Assessment of current marketing strategy, projection for the near
term (1-3 years) of the clients competitive environment
(See above): Assessment of CDSTEP
Emma: Observational research results
(See above): SWOT analysis
STP analysis will be contemplated and compiled independently, to be discussed and
finalized during a group meeting on 11/2
Segmentation- Who is our market segment? Who are alternatives?
Targeting- What is the segments attractiveness? Which is most likely to
succeed?
Positioning- What are the marketing mix variables? What does the product do in
comparison with competing products?
A meeting will be held on 11/8 or 11/9 to compile the draft of the marketing plan. Each
group member should be attempting to contribute via a google document beforehand.
The draft will be completed by 11/10, a nd will include:
Industry Analysis (Above)
STP analysis (Above)
Implementation of strategy
financial projections- companys resource constraints

26
 contingency plans- dealing with unanticipated events
implementation plan- timeline
description of how success will be measured
A final draft of the marketing plan will be completed by the group by 11/24
A minimum of one meeting will be held before the due date, no later than 11/20.
The group will try to meet before this, preferably on 11/17, if feedback on
the marketing plan has already been given by this point.

27