TARGET CORPORATION IN SAUDI ARABIA
However, before establishing business activities in the country, it is imperative to conduct a marketing research with the aim of creating a robust marketing plan. Target Corporation is an entity that deals directly with the consumers. The entity has operated in the United States, as such; most of its marketing strategies are suited for the US consumers. Each region and country has a diverse consumption habit (Bjerke and Abdulrahim 30). Using the marketing plans meant for the US market in Saudi Arabia may pose some serious challenges. Customer Service The customers are the primary stakeholders in the organization. The types of services that are provided to the consumers will determine the success of business operation in Saudi Arabia. As such, it remains a priority for the Target operation to devise ways of attracting and retaining the clients.
The entity will strive to do everything within its capability to ensure that the customers are happy. Productivity The competitive market environment requires the corporation to be productive. Marketing Plan for Target Corporation in Saudi Arabia In developing the marketing plan for Target Corporation in Saudi Arabia, the primary tool of reference is the market research that has been conducted in the country. The findings of the market research are instrumental in providing the guidelines when formulating the marketing plan. In this section, the marketing plan will rely on the secondary data that has been obtained from various empirical studies that have been conducted concerning the Saudi Arabian retail sector. Products and Services Target Corporation provides wide variety of low priced products to the consumers.
The products that are found in the stores include clothing, electronics, groceries, and other household goods that are highly demanded by the consumers. Pricing Strategy Target Corporation is known globally for offering low price products to the consumers. The cost leadership has facilitated the exponential growth of the company to be placed second behind Walmart. In Saudi Arabia, most retail business offer their products at relatively higher prices compared to Target Corporation. The prices of the products will be variable as the changes in the supply prices affect the prices the organization will use to acquire the products. Despite, the dynamics of production, the corporation must ensure that the pricing strategy is aligned to the cost leadership objectives. The infrastructural development in Saudi Arabia is enhanced (Zamberi 217).
This implies that the businesses should be located in strategic areas where the customers can access it at any time of the day. With the growing number of internet user, and especially the Saudi Arabian youths are technology-oriented, it is important for the company to create an online marketing platform. The Target Corporation must develop a website where the clients can make the purchases online. This another point to note is the language used in the website. All the long-lasting goods such as electronics, furniture and others should be granted warranty. Notably, some of the products that are stocked by Target Corporation have warranty from the primary manufacture. The company can enjoy this benefit by establishing a collaborative framework with the manufacturers on the procedures of offering warranty to the clients.
The people involved in the sales department should be groomed to fit in the Saudi Arabian sales culture. Preferably, the salespersons should be locals who understand the culture of the Saudi Arabians. There are numerous radio stations with huge number of ardent listeners. The business can advertise through the radio, as research shows at least 70% of the Saudis listen to their favorite programs on a daily basis. The company can collaborate with the radio management to place the adverts during the breaks in the programs. Most of the most listened to programs are those pertaining to religion, ethics, and morality. Internet advertising is also another viable way of marketing Target Corporation in Saudi Arabia. Target Corporation provide high quality products to the consumers at reduced price 2.
The Saudi population has high disposable income implying that the organization will likely attract customers. Target Corporation is a renowned organization with global reputation 4. The organization enjoys the brand loyalty in virtually all regions it has operated 5. Target Corporation enjoys massive financial resources that makes it competitive player in the market segment. The corporation mainly depends on the suppliers from different nations as the country itself depends on imports. As such, the power of suppliers to determine the prices of products is limited (Rice 78). Target Corporation is likely to enjoy the customers’ loyalty by provision of low priced goods. The main competitors of the entity in Saudi Arabia are the well-established retails stores. The last factor is the general public; survival of Target Corporation will depend on how the public views the business.
Target Corporation can establish, develop, and enhance such by conducting research on the sociology of consumption in the context of Saudi Arabia. The entity can base its development on the past studies which have outlined offering after sales services to customers, providing discounts to clients who have surpassed specific amount of purchases and creating customer retention and loyalty programs. The consumer decision processes for the Target Corporation clients include the analysis on the reception and conduct of the employees, the time management and response to inquiries made by the customers. As such, Target Corporation must ensure that how the employees interact with the consumers is ethical and professionally sanctioned to avoid unnecessary confrontations with the clients. Most of the Target corporation customers are time conscious; therefore, the employees of the organization must ensure that the consumers receive their products in time.
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