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Essay / Research Paper Abstract
This 7 page paper is written in three parts to develop a general marketing plan for target. The first, and shortest part of the paper defines the way the target market is defined and a potential tag line for sales. The second part of the paper looks at four objectives to be tackled, including their measurement, these are the enhancement of customer service, the sale of two subsidiary companies, the development of the returns policy and further investment and expansion. The last part of the paper considers the channels of distribution and how these can be supported by marketing. The bibliography cites 5 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEtargetm.rtf
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Unformatted sample text from the term paper:
also be used as a tag line the target market needs to be considered. If we are undertaking this plan for Target Inc, there is a mass market general retailer
specialising in the high quality discount goods, differentiating itself from competitors such as Wal-Mart and K-Mart with the more forward looking fashions and also owns The Associated Merchandising Corporation (Hoovers,
2004). Therefore, this is a mass market retailer selling general high quality merchandise at discounted rates. 2. When developing a marketing plan there needs to be an identification of the
marketing objectives. The four marketing objectives identified by the student are customer services, returns policy and registry, the sale of Mervyns and Marshall Fields and the improvement of the Super
Target Stores. Looking first at customer service this is an area where there is always room for improvement and there is the potential to develop or enhance a competitive
advantage. Looking at the 2003 annual report there is a commitment to improve customer service as well as the differentiation, these two aspects may be linked together. Customers may
buy products, bur when entering a store such as Target it is also the experience that will create loyalty and encourage the customer to make repeat purchases from the company
rather than going to competitors. Aspects such as holding the right stock and having a good location are also key, but they cannot create a competitive advantage that is sustainable
(Kotler, 2003). Many companies that have loyal customers have achieved this as a result of good, professional and friendly customer service. The target of friendly staff will transform the
experience of the customers, with more likelihood of a repeat. If employees are happy they are also likely to be more friendly, this is also linked to motivation and ensuring
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