Identify the characteristics of your potential target market in the United States.

Your company, a major retailer, has decided to explore the possibility of developing a new retail brand aimed at a specific target market.  Prepare a report that would form the basis of a planning discussion with your major retailer’s senior marketing team of managers.

 

The term retail brand refers to a retail store concept, as opposed to a manufacturer’s product or service brand.  The retail company is the brand – like Target, GAP, PetSmart,     or Victoria’s Secret.

 

As an example, what if Target created an off-shoot company that specialized in pet services for dogs (veterinary care, pet foods, pet training) and called it Pooches!

 

In this example, Pooches would fall under the Target corporate umbrella, but would be an entirely separate retail store company.

 

Please prepare a report that would form the basis of a planning discussion with your senior marketing team of managers. Your report should include a detailed analysis of a potential market segment and a description of the proposed value proposition.  Be sure to discuss the financial opportunities that support your rationale for the kind of retail store chain that you would propose.  Research will be paramount here.

 

Your report should be about 1,000–1,250 words and include a minimum of three (3) scholarly references. Please use the APA format for your paper and references.  Information on APA format, including the APA running HEADER atop each pagem may be found at http://owl.english.purdue.edu.

 

Please include the following sections.

 

1. Brief Description of the proposed retail brand concept

 

2. Potential Market Segment

 

Identify the characteristics of your potential target market in the United States. The figure from the Week 2 Lecture is helpful—you may also include other variables that you consider relevant. You also need to estimate the size of your target market and the revenue potential. The list below contains information from which you might draw your target market description that should include demographics characteristics, geography, and any other appropriate segmentation variables.

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