In Natalie’s Post about Target, she commends target for their marketing strategies to raise awareness and hype about their expansion outside of USA and into Canada. She states that although the company very successfully increased the excitement of Canadians, customers were disappointed by the lack of products on the shelf.
Upon further research, it seems like customers are also complaining about the higher prices in Canadian stores compared to American stores. Especially with the high Canadian currency, it makes no sense for the odd price discrepancies. This may cause potential problems for Target locations closer to the US border, as Canadians may instead opt to cross the border and buy the same products for a significantly lower price.
Clearly Target started off with a great place and promotion strategy having acquired Zeller’s high-profile locations and initiated a great marketing campaign. However, it seems the company lacked the preparation in terms of distribution and price, causing frustration for its customers, which may have tarnished the brand for Canadian. This example shows how integral all aspects of the marketing mix is to a marketing plan and how every factor must be considered.
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