Marketing Management and Planning: A Case Study of Target Australia

Running head: MARKETING MANAGEMENT AND PLANNING
Name of the student
Name of the university
Marketing management and planning
A case study of Target Australia
Author note

1MARKETING MANAGEMENT AND PLANNING
Executive summary
In this study it has been identified that effective marketing strategy is required in the case of
increasing the sales revenue. It has been identified that in the current situation marketing has
become one of the major issue for the company named Target. On the other hand, it is also
true that brand identity has become one of the major concern for the company. Due to falling
market share the company is in big trouble. In the above study, it has been identified that the
company named Target Australia has started working in the case of enhancing the market
position in the competitive business industry, the company is recently dealing with its global
identity issue. On the other hand, changing needs and demands of the customers, availability
of substitute products in lower ranges and declining market share has become one of the
major concern for the company. In this study, different types marketing strategies have been
mentioned. In this study, it has been recommended that in order to deal with the current
marketing issue, the company needs to focus on the grabbing the attention of young and aged
people. By increasing the uses of technology the marketing practices can be improved.

2MARKETING MANAGEMENT AND PLANNING
Table of Contents
Introduction................................................................................................................................2
Marketing objectives..................................................................................................................2
Segmentation, target market, positioning...................................................................................4
Marketing mix............................................................................................................................5
Conclusion..................................................................................................................................7
Reference list and bibliography:................................................................................................9

3MARKETING MANAGEMENT AND PLANNING
Introduction
In the current business scenario importance of marketing has increased as it is an
effective way to increase the rate of profitability (Grimpe, Chatterjee & Bhargava, 2014). By
adopting the effective marketing strategies the organizations will get the chance to develop its
business. It has been identified that in the current situation marketing has become one of the
major issue for the company. Due to improper marketing strategies, the sales volume is
decreasing. In the decreasing sales rate, it has become very difficult for the company to deal
with the increasing competition (Davcik & Sharma, 2016). Here the study has identified that
the Target which is the departmental store in Australia has not developed its strong brand
identity in the market, as it has not adopted effective marketing strategy. Therefore, the
organization needs to focus on providing effective training to the employees and develop
effective plan within 12 months. After the internal analysis and researching on the market
situation, the company needs to focus on its market segment so that it will be easier for it to
grab the attention of the customers.
Marketing objectives
Current situation
If the current business retail industry is being analysed, it will be identified that the
retail industry in Australia is growing in the fastest manner (Hall & Witek, 2016). After the
globalization various technological and growth related opportunities have been introduced in
the market. It has also been mentioned in this study that the after the development of the
Australian shopping centre industry, near about 20000 shopping centres have been developed
in the Australian market (Fortier & Laws, 2014). As its result, the level of competition has
increased. On the other hand, it is also true that brand identity has become one of the major
concern for the company. Due to falling market share the company is in big trouble (refer to
appendix 2).
Objectives
In order to deal with the problems, the company has introduced three objectives that will be
helping to bring the solution within 12 months.