Target Canada Marketing Plan

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TARGET CANADA MARKETING PLAN

MKTG57442 FUNDAMENTALS OF MARKETING

MARCH 29, 2016

DOUGLAS GREENWOOD

PREPARED BY:

                                               Shweta Bhagat

                                                Justin Dominic

                                             Aditya Suryawanshi

TABLE OF CONTENTS

EXECUTIVE SUMMARY 3

CURRENT MARKET SITUATION 4

S.W.O.T. ANALYSIS 9

ISSUE ANALYSIS 4

MARKETING OBJECTIVES 11

MARKETING STRATEGY12

ACTION PLAN 15

PROFIT AND LOSS STATEMENT 24

CONTROLS 24

APPENDIX  25

ENDNOTES  26

EXECUTIVE SUMMARY

(Target Corporation is the second largest American retailer and mass merchandiser. It offers everyday essentials and fanshion products at differentiated merchandise at discounted price.)

Retail artisanal ice cream makes up a significantly smaller proportion of the frozen dessert industry compared to the take-home variety. Nevertheless, consumers demand a higher quality frozen dessert that artisanal ice cream achieves better than its packaged counterpart. Genuine ice cream with real dairy ingredients, as opposed to cheaper “ice milk” alternatives, is growing in demand as consumers become increasingly aware of the difference in taste that accompanies a difference in quality (Hopper, 2012). Furthermore, the rise of social media in the daily life of consumers has expanded brand engagement online, and the Internet continues to be a prime channel to communicate a brand’s benefits to potential customers. This marketing plan seeks to more prominently define Dairy Cream within this context.

Dairy Cream is an independent artisanal ice cream vendor in the Port Credit region of Mississauga, Ontario. For the 50 years it has been in business, it has grown a strong local following (Almeida, 2013). With great prices and the appeal of genuine dairy ingredients, Dairy Cream possesses a humble but respected reputation and experiences high volumes of traffic in the summer.     

However, in over 50 years of business, Dairy Cream has not seen much change to its store appearance or operation. It has limited seating, possesses an undeveloped online presence and accepts only cash and no electronic payment methods. On top of that, Dairy Cream suffers from a decline in sales that most ice cream vendors inevitably experience in the winter (Almeida, 2013). Dairy Cream’s reputation as a vendor of “real ice cream” can be used to reel in consumers who are gravitating towards higher quality frozen desserts. Their loyal following is quick to recommend Dairy Cream to others, and an online presence could further increase the brand’s reach.