8 page report about Why Target failed in Canada.

12 pt font, arial, double spaced, 1 inch margins. 8 pages in total. 4 pages for each section. (2 sections: Target Stores in Canada and Vending Machines) .... 1. TARGET STORES IN CANADA US retailer Target entered the Canadian marketplace with an expectation that it would compete successfully against Walmart but it failed and took a massive write-down on shareholder value to extricate itself from the Canadian market. What went wrong? This assignment asks students to conduct independent research to understand the background to this situation, think about consumer behavior here in relation to consumer behavior in the US, determine what Target did and might have done, and then prepare more general lessons for retailers entering the Canadian market and existing retailers here. Undertake the following tasks and organize your submission as follows. This part of your submission should be no longer than four pages, double spaced with 1 inch margins – Arial 12 point font. [Cover page and table of contents is in addition] A) INTENT Discuss the Target's value proposition in the US prior to its launch in Canada. Why did Target enter the Canadian market in the first place? What was the intended purpose of their existence? B) POSITIONING AND DIFFERENTIATION Prepare a "perceptual map" [if you don't know what this is, do independent research] – a graphic showing how Canadian consumers probably perceived Walmart in respect of consumers' two main purchase criteria before Target entered the Canadian market. What was the "white space" that Target sought to occupy aftermarket entry. What was the basis of Target's differentiation versus Walmart? C) CONSUMER BEHAVIOUR AND MARKETING COMMUNICATIONS When it comes to consumer behaviour, what did Target say to Canadian consumers [students should do independent research to see Target's print and TV advertisements, and any social media that Target used] when Target entered the Canadian market? D) ACTIONS What did Target do? Whatever they did was not successful. From a consumer behavior point of view and considering what we have discussed in this course, what were the main issues that Canadian consumers perceived in respect of what Target did? [Conduct independent research and then you will have to make some inferences here. Failure can be due to various reasons, but pay particular attention to the issues that we have covered in this course] E) STRATEGY Imagine you were advising Target at the time of their entry into Canada. Devise a new retailer strategy for the firm that you think would be more successful. Provide rationale for your strategy. It is important that you discuss this in the context of our course material. 2. VENDING MACHINES One of the more neglected retail formats is VENDING MACHINES. Vending machines are automated machines that typically provide items such as snacks and beverages. Recent trends in the use of vending machines have included the sale of personal items, cigarettes, lottery tickets, baked goods, meals, newspapers and postcards, cannabis, and more. It is reported that vending machines, on average, earn $5-$100 depending on location, product assortment, and recurring business expenses. Vending machines have also evolved (though at a slower pace) and are now equipped with newer technologies to increase consumer interaction and engagement. In this task, I am going to ask you to create a VENDING MACHINE for the sale of disposable medical face masks, hand sanitizer, disposable gloves and other safety supplies for consumers wishing to purchase items to protect themselves from the coronavirus pandemic. To date, we have learned about variety of consumer behavior techniques and best practices. Taking into account the previous modules that we have covered, you are to prepare a marketing strategy for the launch of such a venture. Think beyond the traditional perception of vending machines to much more (the next generation vending machine). This part of your submission should be no more than four pages long and should be organized as follows. As for the previous part, this component of your submission should be no longer than four pages, double spaced with 1 inch margins – Arial 12 point font. A) MARKETPLACE Provide a brief overview of the number of vending machines used in Canada and for what products they are used. Obtain data from market studies to the extent they are available. Use US market studies if Canadian market studies are not available. B) MEDICAL SUPPLIES Describe what medical supplies you are examining here. Discuss how medical supplies go to market at present. Prepare a "channel map" that shows in a graphic the alternative distribution channels for medical supplies as products flow from source manufacturers domestically and in other countries, through importers [dealers will distributors], to retailers and other channels [such as vending machines] to consumers. Identify the various market segments [e.g. institutional such as educational establishments and prisons, healthcare such as hospitals, long-term care and nursing homes, retail workers and other front-line staff,… I think you get the picture]. Estimate how large the market is. Describe your methodology for estimating market size. C) BUYER BEHAVIOUR Using theory that you have learned in this course, describe the behaviour of buyers – both consumers and business/healthcare/government customers. Conclude by answering three questions: is there an opportunity for medical supplies to be sold using vending machines in Canada? If so, where is the best opportunity and why? If not, explain why not and choose the best opportunity that you think still exists of those you have rejected and proceed from there. Finally, identify the 3-4 key success factors that any new entrant must do really well when it comes to Canadian consumer behaviour. Carry your key success factors forward into the next section. D) MARKET ENTRY STRATEGY - Identify the target market or markets that you plan to focus on with your market entry. - Describe the value proposition that you intend to bring to consumers in these target markets. - Describe the positioning that you intend to use. - Describe the marketing mix in relative terms. For example, will your price be high, medium or low when it comes to price comparisons to existing offerings? What about your product attributes? How will you promote the products? Where will you locate your vending machines? Will the vending machines have any mobile or other technology capabilities?