Target loves Canada
By now, Target’s “friendly invasion” into Canada is well known after its purchase of the “rights to 220 Zellers leases”. Moving beyond the battleground in US, many factors affect Target’s future success in Canada. Based on “Porter’s five forces”, I decided to examine the “framework” of the industry that Target has chosen to enter.
A key force inhibiting Target’s progress is “rivalry”. Up-to-date, Target’s main competitor is Wal Mart who offers low, affordable prices. Target acquires a competitive advantage by providing “high-quality goods and low prices”. This is rare because “low costs” is the main concern for large retailers, who target a “broad market segment” based on the “Cost Leadership Strategy”. Disregarding the other three forces, buyer power has greater influence on the industry. It is reasonable to say that buyer power in Canada has created a “monopsony, a market where there are many suppliers but one buyer”. If Target displeases the buyers with its price or quality, its reputation becomes damaged. For most Canadians, great deals are valued over “chic designs”. If Target uses the wrong strategy, it will miss the bull’s eye completely. —- “becoming off target”
https://www.youtube.com/watch?v=hthcJr6c6bw&feature=related
http://www.canadianbusiness.com/article/100001–target-s-friendly-invasion