Target Canada Case Study

737 Words 3 Pages
Target’s inability to adapt to Canadian consumerism culture proved to be their biggest communication error. Their strategy focused on mimicking American culture rather than building a business model dedicated to Canadian markets which created a perception that Target was not the company for loyal Canadians. Essentially, Target forgot to communicate how their brand is going to exceed the expectations of Canadians, as they focused solely on replicating their success in America
Errors in Adaptability
In order to magnify Target’s inability to adapt to Canadian markets, three reasons for their failure will be briefly discussed.
Firstly, Target aimed for growth but forgot to scale; opened many stores in Canada but neglected the maintenance of these
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By showcasing American products within Canadian Target stores that are rare, uncommon, and only found in Target, the brand would capitalize on their unique product selection that Canadians used to cross borders for before. Moreover, by straying away from the self-shop able department store and focusing on singular-product shoppers, Target could obtain a market of consumers who would rather purchase a single product at Target instead of in bulk at Wal-Mart/Costco. By giving Canadians what they cross borders to purchase, Target would essentially adapt to their needs, if not exceed …show more content…
More specifically, Target would need to dedicate resources to develop their employees internally in order to promote work-life balance that Canadians strive to achieve. Additionally, Target would have to become socially aware by investing in opportunities that are focused on charitable benefits towards the community. This method seems most effective in the long run and helps Target build a reputation for themselves within the Canadian market intrinsic to their identity in this

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