Marketing and Management

Running Head: Marketing and Management
Marketing and Management

Marketing and Management 1
Contents
Introduction.................................................................................................................................................2
Background of the Organization..................................................................................................................2
Mission....................................................................................................................................................2
Vision.......................................................................................................................................................2
Business Objective...................................................................................................................................2
Product and Types of Services.................................................................................................................3
Marketing Plan............................................................................................................................................3
Target Market..........................................................................................................................................3
Marketing Mix.........................................................................................................................................3
SWOT Analysis.............................................................................................................................................4
Micro-environmental Analysis.....................................................................................................................5
Porter’s Five Force Analysis.....................................................................................................................5
Macro-environmental Analysis....................................................................................................................6
PEST Analysis...........................................................................................................................................6
Key Activities to Make Customers Relationships and Maintain Customer Sales.........................................7
Consumer Decision Making Process............................................................................................................7
Marketing Research for Better Decision......................................................................................................7
Evaluation of Market Segments...................................................................................................................8
Value Proposition........................................................................................................................................8
Steps in the Best Development Process for New Products..........................................................................8
Conclusion...................................................................................................................................................9
Reference....................................................................................................................................................9

Marketing and Management 2
Introduction
Business expansion is an important activity which should be initiated by all organization present
in the environment. This aspect helps the companies to grow and compete with other
organizations present in the environment and gain competence as well. After successfully
establishing the business in home country, the organizations should go for expansion in other
countries as well. The purpose of this report is to provide a brief overview of the marketing
aspects of the company Target Corporation this organization is aiming to expand their business
in Saudi Arabia. The organization want to open their discount store in that area, the company is
formerly based in USA and is now aiming for expansion. The below mentioned report provides
details of SWOT, Porter, PESTEL, and other strategic analysis of the company. It also talks
about the ways to maintain customer relationship in KSA (Kingdom of Saudi Arabia). More
details about the task are discussed below:
Background of the Organization
‘Target Corporation’ is a discounted retail store based in United States of America. The company
is placed among largest retail stores present in the international market. Further, the organization
holds second position in this industry after Walmart. Target Corporation was introduced by
George Dayton in the year 1902; also the company is headquartered in Minneapolis, Minnesota.
Currently, the company is initiating their business activities in US where it has opened 1834
retail outlets as well. The company mainly targets the needs of young customers and image-
concerned shoppers (Target Corporation 2014). And now, the company is proposing new plans
for expansion in KSA. Saudi Arabia can be regarded as a good option for the company to grow
and expand sales as there is large target market in that area. Further the mission, vision and
objectives of Target Corporation of Saudi Arabia are discussed below:
Mission
In KSA, the company aims to initiate high quality, trendy merchandise at reasonable prices in
large, open and clean customer-friendly retail stores. The purpose of the company opening their
store in Saudi Arabia is to make their organization first choice of people for shopping in retail
stores.

Marketing and Management 3
Vision
The vision of the organization states that they want to commit to their customers to provide high
quality products at low prices. The company has developed promises to community,
environment and society to provide greatest value (Target Corporation 2014).
Business Objective
As it is noted that Target Corporation is the second largest retail store based in America. So, the
organization aims to provide everyday fashionable and essential, differential merchandise at
affordable and discounted rates to the people of Saudi Arabia. Further, the organization also aims
to initiate customer-oriented activities that solely focus on their needs and preferences in the
products and services offered by them in the market.
Product and Types of Services
Target Corporation Company in Saudi Arabia will initiate their business activities by offering
differential products to customers at discounted prices in the market. The organization serves
different types of the products like household essential, food and pet supplies, grocery, baby
care, dairy products, beauty products and paper products etc. Apart from these products, the
company will also provide retail services in the market like target sourcing service, financial
services etc. Under the financial services sector, the company will issue credit card to the people
of Saudi Arabia (Target Corporation 2018).
Marketing Plan
In order to organize the business activities in Saudi Arabia, the company Target implements a
plan that includes all details that can help the company to grow and sustain their activities in new
market. Further, the strategies of marketing plan are discussed below:
Target Market
The target market of the company is the retail market of Saudi Arabia. As the company is
providing high quality products with extraordinary value at discounted prices in the market, so
the purpose of the organization is to target people who can easily attain the products offered by
the company. The fact should be noted that Arab is a country where there is high poverty ratio, it
should be noted that the company should offer their products and services to people who cannot