Kohl's is considering expanding its e-commerce business into Canada by launching a Canadian website Kohls.ca. A SWOT analysis was conducted and expansion plans were proposed in two stages, with the first stage involving a fulfillment center in Monroe, Michigan and French translations, and the second stage involving building an e-commerce distribution center in Saskatchewan. Financial projections estimate $43.6 million in revenue and $14.56 million in profits.

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Kohl’s E-Commerce
Expansion to Canada
James Cervo
Siyan Chen
Laura Hammer
Kyle Koestner
Chelsea Smykowski

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Concept
www.Kohls.ca

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CANADA DAY SPECIAL! FREE SHIPPING WITH ANY $50 ORDER! Use the code
CADAY50

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Trend
Identification Under penetrated Canadian online
retailing market
 Geographic & cultural proximity
 14.7 million people ages 25-54
 Canadians spent C$15.1 billion online in
2009

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SWOT Analysis

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SWOT Analysis

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Considerations

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Monroe E-Commerce
Fulfillment Center

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French Translations

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Implementation- 1st
Stage

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Advertising
 Digital media
 Facebook campaign to gain fans
 Email
 Geographic SEO
 Television & radio

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Financial Analysis
 Projected Revenue = $43,600,000
 Projected Costs = $29,040,000
Cost of Goods Sold: $27,032,000
Labor to develop website: $8,000
Advertising: $2,000,000
Estimated profits = $14,560,000

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Implementation – 2nd
Stage

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E-Commerce DC in
Canada
Saskatchewan

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Questions?