BINT

The first country that we are looking to expand into is Russia. Our plan is to start off small by slowly introducing Target products into the country. We will do this by having Russian stores sell Target products in order to find out if Target could be a success in the country. If the people of Russia take to Target products, eventually we plan on opening Target stores in Russia that are similar to those seen in the United States.

The reason for choosing Russia is that we want to start off with a country that is large and has a steady economic foundation. According to the Russian Journal, “this year, investments into the Russian economy are poised to take off as the country turns into one of the most promising economies for long-term growth….. ‘When the whole world seems to be in a recession except for a few countries, and with Russian

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Russia is home to a population of 146,001,176 educated people. Over 99% of the people over 15 years of age can read and write, showing a very strong education system. History shows that these numbers will not decline due to the fact that this percentage has increased each year for the past decade. This shows target that their economy will be strong in years to come. To make this a success we at Target must learn their culture inside and out to see what is acceptable and marketable to the Russians. For example, in every store we will have a bar and a liquor store. We will also sell flowers in odd bundles in so we do not leave an impression of death on our consumers. In cities such as Moscow, which is home to 200 Russian Orthodox churches, Target will sell Icons of their Saints as well as holiday gifts. By providing jobs as well as high-quality products at reduced prices, Target will help the Russian economy move forward.

On the plus side, Russia boasts the 6th highest potential labor force in the world, and is a country which has a tremendous upside. Russia is not an undeveloped third world nation, and so the framework is already in place. It may currently be difficult to encourage foreign investors to make a commitment to doing business in Russia, but with a little guidance and assistance, Russia can certainly become a thriving center for trade and business. The main factor in our selection of Russia as a potential site for Target stores is its lack of competition. It is an untapped market which has seemingly infinite potential. We could easily establish Target as the standard by which other retail stores measure their success in Russia.

Understanding our possible competitors is something that must be looked into with great detail. As mentioned before, we plan on introducing our products by having them distributed by well known and successful Russian stores. If our products are successful, then we will move forward and try to introduce our first actual Target store in Russia. This could be a problem because the stores that we would use to distribute our products at first would become our

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