Target Corp. expanding into different Canadian regions is a textbook example of segmenting a broader overall market, and meticulously positioning your products in a way that is relatable to that specific market. The article can be read at the following:
Consumer attitudes in Quebec have always been distinct relative to the rest of the nation. Patriotism has obviously been a perennial concern of the French-speaking province, and that same brand loyalty applies when residents are making purchase decisions. There is an “intense resistance to switching brands, and Québécois are also far less welcoming of things that are considered foreign. However, with challenges come opportunities. Scrupulous research conducted concluded that Québécois put a much larger emphasis on “taking measures to simplify life,” and Target has realized that traditional marketing value propositions of telling a company’s entire story just will not work in Quebec. Rather, make your message simple and maybe they will pay attention.
My question is, do the benefits of expanding into the French-speaking province outweigh the costs? Geographic and demographic segmentation was taken into consideration, but the psychographic and behavioral aspects of Québécois also differ from the rest of Canada to such an extent that Target Corp may need to tailor its offering and marketing initiatives specifically for Quebec. Even if so, the loyalty and lifestyle differences of Québécois may make Target’s marketing initiatives futile. Target is displaying locational excellence in opening stores all over Canada, but is pursuing a French-speaking province that is likely to reject your offering anyway really worth it? Give me your thoughts below.