Prepare the recommendation part of the marketing plan for Dusk Group Limited. The company is seeking recommendations on future marketing direction that includes opening a new concept store in Australia.
To answer the question, provide input for the target market(s), product offerings, new location, and launch communications plan. Specifically, the new store is designed to be a concept store that could sell new categories of products and/or target new customer segments. You can assume that the new store will be 30% larger than the present store sizes. Justify the choice of the particular location by linking the decision to the target market description. Discuss the product offerings for the new concept store. You can consider adjustments and augmentations to the standard product offerings for this new store to ‘better’ meet the needs of the target market in this new location.