Project#2 Target

Report
TARGE
T
Prepared by:
Anisa Zhamo
Bora Islami
Elena Parangoni
Jora Cakuli
Linda Dundo
Expect more. Pay less.
CORE VALUES
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Design for all
Great guest service
More for your money
A fun and rewarding
place to work
• Celebrating diversity
and inclusion
• A legacy of giving and
service
CULTURE
• Team being their biggest
asset
• Emphasizing
individualism
• Rewarding career
• Respect & Integrity
• Cultural diversity &
Inclusion
• MAIN COMPETITORS: Walmart, K-mart, Costco
• FINANCIAL DATA ($BLN):
o Total assets $44.55
o Revenue of $21.52
o Sales (2014) $72.6
• INNOVATIONS:
o Mobile services via apps and e-commerce. “Mobile
retailers of the year”.
o Shopping experience: Design philosophy , appealing
building exteriors, easy-to-navigate store layouts.
ALBANIA-PESTEL
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POLITICAL FACTORS
Policy orientation towards
EU
Member of NATO
December 2010- no visas
needed for the Schengen
states
“Albania, 1euro” initiativeencourage competition of
high efficiency projects
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ECONOMIC FACTORS
Economic reforms after
Communism’s fall
Improvement of country’s
economy – 2006: fastest
growing rate
Poorest country in Europe
Trade deficit
High unemployment rate
ALBANIA- PESTEL cont'd…
SOCIAL FACTORS
• Collective society
• After 90s’- high
demographic movements
• Positive cultural change
• Following consumer
behavior trends
• High level of corruption
TECHNOLOGICAL FACTORS
• Rapid development
• Communication media
achievements
• E-commerce
implementation
• Advanced technology
systems
ALBANIA- PESTEL cont'd…
ENVIROMETAL FACTORS
• No effective urbanization
• No “Go Green” strategy
• No fair trade product
Challenge: encourage
sustainable development of
urban areas.
LEGAL FACTORS
• Construction Permit
• Floor Space Index
• Urban Plan & Developing
Plans
• Time Spent on Construction
CUSTOMER’s ASSESSMENT
• CUSTOMER PROFILE
o Located in capital, Tirana
o Age group: 18-55
o Gender distribution: 50-50 basis
o Income level: upper-middle and upper
• NEEDS
Product quality
Convenience
CUSTOMER’s ASSESSMENT
• HOW TO MEET THE NEEDS
o Country of origin associations
o Strong customer-brand relationships
o Variety of products in one store
• TARGET MARKET SIZE
o steady for many years
o not large enough
COMPETITORS
• CARREFOUR- “All under one roof”
o Acquired Euromax (biggest player) in 2013
o Hypermarkets: 2 (capital)
o Supermarkets: 17 (around the country)
o Low cost
• CONAD- “People come first”
o Nr. of stores:25 (10 in the capital)
o Nr. of products: 1800
o High cost
COMPETITORS
• MERCATOR- “Enjoy buying”
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Hypermarkets: 1(capital)
Stores: 2
Market share: 0.8%
Expected to exit the market by the end of 2014
• MEGATEK- “Do it yourself”
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100% Albanian investment
Hypermarket: 1( capital)
Nr. of products: 40,000
Low cost hypermarket
• Small neighborhood stores
SUPPLIER’s ASSESSMENT
Target has been proving to be a very diverse company
regarding its investments; therefore it will be easy
adaptable to the complex Albanian market.
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Facilitating the process
Finding the right venue
Employees
Additional suppliers
MARKET ENTRY ASSESSMENT
• BASIC MARKET ASSESSMENTS
o Barriers to entry
 Competition: high
 Suppliers: low
o Direct approach to the customer
o New management
o Additions on the Target building
CONCLUSION
• SHORT-TERM
o Gaining market share
o After 2nd year: significant increase in revenue
• LONG-TERM
o Main competitor
o Large market share
• POSSIBLE STRATEGIES
o Focused differentiation strategy
o Price-based strategy
Thank you for your attention!

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