The Marketing management

Marketing management

Introduction
• Global retail sector is one of the most varied, price
sensitive and fiercely competitive sectors in the world
• It is expected that by 2023, global retail industry size
will stand at USD 30 Trillion increasing from USD 23
Trillion in 2017 (Ji, Sun and Liu 2014)
• Target Corporation is a leading supermarket chain in
the United States and is having their discount stores
across the country.
• As of now, they are not having global presence and
thus it is a good opportunity to tap the potential
foreign markets

Mission and vision of Target
• The mission statement of Target states about
their objective of providing unique shopping
experience to the customers
• Vision statement states about their goal of
attaining the market leader status

PESTLE analysis
• Political factors
• China is having communist type of political system with
having autocratic government
• Hence, changes in the rapid political scenario is less in
China
• Economical factors
• The competition in the retail sector in China is high with
the presence of large number of retail brands
• Customers are also much price sensitive, which might be
challenging for the investing firms in increasing profitability

• Social factors
• The huge population in the country will ensure the
maximum business potentiality for the investing
firms (Arnoldi and Villadsen 2015)
• Chinese customers are also more inclined towards
and homemade brands and thus it is difficult for
the foreign brands to penetrate in this market.

• Technological factors
• In terms of the technological
factors, China is the leading
country in developing advanced
and affordable technologies
• They are also ranked high in the
global innovation index
• Legal factors
• High interference of the
government is a major challenge
for the private business entities.
• Business privacy is less and is
hampered by the stricter legal
rules in the country (Yi 2016)