MARKTING CASE STUDY
( if you can NOT answer all the questions please don'tanswer)
Target Corporation is the second-largest discount store retailerin the United States, behind Walmart, and a component of theS&P 500 Index. Founded by George Dayton and headquartered inMinneapolis, Minnesota, the company was originally named Goodfellow Dry Goods in June 1902 before being renamed the Dayton's DryGoods Company in 1903 and later the Dayton Company in 1910. Thefirst Target store opened in Roseville, Minnesota in 1962 while theparent company was renamed the Dayton Corporation in 1967. Itbecame the Dayton-Hudson Corporation after merging with the J.L.Hudson Company in 1969 and held ownership of several departmentstore chains including Dayton's, Hudson's, Marshall Field's, andMervyn's.
Target established itself as the highest-earning division of theDayton-Hudson Corporation in the 1970s; it began expanding thestore nationwide in the 1980s and introduced new store formatsunder the Target brand in the 1990s. The company has found successas a cheap-chic player in the industry. The parent company wasrenamed the Target Corporation in 2000 and divested itself of itslast department store chains in 2004. It suffered from a massiveand highly publicized security breach of customer credit card dataand the failure of its short-lived Canadian subsidiary in the early2010s but experienced revitalized success with its expansion inurban markets within the United States.
As of 2017, Target operates 1,834 stores throughout the UnitedStates. Their retail formats include the discount store Target, thehypermarket Super Target, and "flexible format" stores previouslynamed City Target and Target Express before being consolidatedunder the Target branding. Target is often recognized for itsemphasis on "the needs of its younger, image-conscious shoppers,"whereas its rival Walmart more heavily relies on its strategy of"always low prices.
Target Corporation decide to start its discount store in SaudiArabia. The Target management hired you as Marketing Manager forits Saudi Arabia operation. You have to establish marketingdepartment starting from the Analysis of market, formulate overallmarketing goals, objectives, strategies and tactics within thecontext of an organization's business, mission, and goals designingand planning the entire function.
1- To establish the marketing function of Target Corporation,Saudi Arabia, you have to formulate the followings:
a. Vision
b.Mission
c.Business objective.
d. Product and type of services.
2- Develop a marketing Plan for Target Corporation, SaudiArabia. Define the SWOT analysis for Target Corporation, SaudiArabia.
3- Analyze the Micro and Macro environment of the TargetCorporation, Saudi Arabia.
4- How Target Corporation, Saudi Arabia will establish, develop,and enhance mutually beneficial relationships with customers?Discuss all the activities to establish, develop, and maintaincustomer sales?
5- Identify the various consumer decision processes for theTarget Corporation customer?
6- How will you establish the market research for making betterdecision to establish and enhance themarketing?
7- How Target Corporation, KSA will evaluate market segments andchoose the best ones to serve? How it will create valuepropositions to meet the requirements of target customers?
8- How Target Corporation, KSA will manage all of their productsand services? What are the steps in the best development processfor new products?
