Situation Situation Strategically, ‘Black Friday’ is a crucial day for any retail business - online or otherwise - and it’s no dierent for The Home Depot. But before we go into detail about our involvement with this famous retailer, what’s the context of this work? Technically, ‘Black Friday’ is the Friday that follows Thanksgiving Day in the United States (and Thanksgiving Day is usually the fourth Thursday in November). Crucially, from a marketing and advertising perspective, ‘Black Friday’ is seen as the start of the Christmas shopping season. That means that brands have to have their strategies planned and decided in advance so that they’re ready to go from this point on. In today’s highly competitive business world, that rst day is vital, because it allows consumers to start plannin

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