Target Market Executive Summary

After research the company has decided to showcase our product within stores that have higher end outdoor apparel. Within Midland Michigan there are two well known stores that carry outdoor products including North Face, which is already a best selling brand within the stores. Dunham's, being one of the stores that was chosen, is part of the Midland Mall and is the larger of the two stores. Resulting from a higher volume store and a high traffic area, the company plans to do the bulk of our sales from this store. The other store that will be selling the product is Little Forks Outfitters. This is a higher end specialty store for outdoor enthusiasts that will allow us to reach the main segment of our target market. An online presence of our new line will also be implemented in order to reach all possible customers within our market. E. Branding
North Face already has a very strong brand recognition within the segment of consumers of high quality outdoor wear. North Face is continually associated with products that are built to last, live up to their high standards, and being eco …show more content…
Within the first year of the launch of the new line in Midland, North Face wants to see how well each marketing medium works and which is most effective. After the initial launch into the Midland market and finding out which marketing strategy works best for the product we will implement a similar strategy for the new markets we plan to enter. After the first year of the launch North Face will begin to go into new markets with our product. States like Vermont and Oregon which have some of the higher percentage of dog owners within the United States, as well as being areas of the country in which they would be more apt to purchase North Face products due to their climates. (Dog Time Staff, 2012) Here is a breakdown of our timeline in implementing our product within the Midland