Ziya Asgarov
Target Canada
As Target Corporation thought about Canada as the country with similar culture to US, it was surprised to know that Canadians is not accustomed to “one-stop shopping”. This problem cannot be changed in short term because it demands to change the behaviour of Canadian customers. In order to change the consumer behaviour company should analyze cultural characteristics that might create a resistance to change. As Canadian market is rich with retailer chains that can be named as potential change agents, Target Canada will not be alone with the burden of establishing a habit of one-stop shopping among Canadian consumers.
Another problem that Target faces is an unclear view of sub-segments that Target Canada could enter. However, this is not a major obstacle for the corporation that already has a chance to fit in general retailer sector without deeply specializing in any sub-sector. Company is also able to serve similar to its competitors and target same class of consumers in regions where rivals are more profitable with their strategies. This approach of using already succesful …show more content…
In order to make Target.ca operate more succesfully company is able to use discount and gift systems linking both - online and in-store – purchasings. For example, Target Canada could offer 2% discount in all online purchases and give special codes for a limited period to those customers that purchased products via website, to make them able to acquire 3% discount with those codes on in-store purchases. Accordingly, customers will have an incentive to use both shopping styles and company would be able to increase online purchases without a bad impact on in-store sales. If company doubts results of this campaign, it also could be implemented for a special duration when high demand is anticipated, let’s say on holidays for
Target Canada
As Target Corporation thought about Canada as the country with similar culture to US, it was surprised to know that Canadians is not accustomed to “one-stop shopping”. This problem cannot be changed in short term because it demands to change the behaviour of Canadian customers. In order to change the consumer behaviour company should analyze cultural characteristics that might create a resistance to change. As Canadian market is rich with retailer chains that can be named as potential change agents, Target Canada will not be alone with the burden of establishing a habit of one-stop shopping among Canadian consumers.
Another problem that Target faces is an unclear view of sub-segments that Target Canada could enter. However, this is not a major obstacle for the corporation that already has a chance to fit in general retailer sector without deeply specializing in any sub-sector. Company is also able to serve similar to its competitors and target same class of consumers in regions where rivals are more profitable with their strategies. This approach of using already succesful …show more content…
In order to make Target.ca operate more succesfully company is able to use discount and gift systems linking both - online and in-store – purchasings. For example, Target Canada could offer 2% discount in all online purchases and give special codes for a limited period to those customers that purchased products via website, to make them able to acquire 3% discount with those codes on in-store purchases. Accordingly, customers will have an incentive to use both shopping styles and company would be able to increase online purchases without a bad impact on in-store sales. If company doubts results of this campaign, it also could be implemented for a special duration when high demand is anticipated, let’s say on holidays for