Summary: Pumping Up The Canada In Canadian Tire
Article Review Assignment
Student’s name: Arzoo Sandhu Name of instructor: George Peary
BBA (Year 1)
Date of Submission: 9 October 2012
The article,” Pumping up the Canada in Canadian Tire” by Susan Krashinsky gives a detailed overview of the upcoming changes in the business environment of Canadian Tire stores across the country. While the company is gearing up to celebrate its 90th anniversary this year, it is simultaneously getting ready to face new competition. The company is preparing itself for the entry of the US retail chain “Target”, into Canada. Canadian Tire is a 90 year old company and has been …show more content…
Kathleen Wong, an equity analyst at Veritas Investment Research also estimates that the impact of this increased competition is most visible in apparel and departmental stores as compared to grocery store chains such as Loblaw. As Canadian Tire braces itself up in various ways to tackle competition, Target stores are preparing well too. Target is equally enthusiastic, maybe even aggressive about capturing the Canadian market. They are also trying to learn some things from the Canadian Tire before they enter the market, for example how the customer rewards and loyalties program runs in Canada. They plan to introduce the REDcard products and offer rewards, which is similar to the Canadian tire’s reward scheme (Canadian tire has a very extensive and popular loyalty program across Canada). Target not only plans to take away Canadian tire’s sales, but also plans to bring about a change in current employment patterns, as they will embark on an extensive hiring and recruiting mission in Canada next year. They plan to create around 27000 jobs which will have a strong impact on the consumer retail industry. All this does …show more content…
The main purpose of this rebranding campaign is to highlight the fact that Canadians have had a long interaction with the brand. The biggest thing that goes in favour of Canadian Tire is their familiarity with the Canadian market. They have been in operations long enough to understand people’s needs, preferences and lifestyles. The article also emphasizes the importance of formulating the right advertising strategy and selecting the right media, keeping in view the target audience. In contemporary times even choosing an appropriate spokesperson, character or icon can influence the reputation and image of the company drastically. Just like the article mentions how Canadian Tire has even replaced their spokesperson after eight years in order to create a fresh impression on viewers. Canadian Tire’s strategy of emphasising how they are a Canadian company and repositioning themselves as “Canada’s store” will be a major determinant of their sales in the coming times. The entry of US retail chains will further increase competition, for sure, and is
Student’s name: Arzoo Sandhu Name of instructor: George Peary
BBA (Year 1)
Date of Submission: 9 October 2012
The article,” Pumping up the Canada in Canadian Tire” by Susan Krashinsky gives a detailed overview of the upcoming changes in the business environment of Canadian Tire stores across the country. While the company is gearing up to celebrate its 90th anniversary this year, it is simultaneously getting ready to face new competition. The company is preparing itself for the entry of the US retail chain “Target”, into Canada. Canadian Tire is a 90 year old company and has been …show more content…
Kathleen Wong, an equity analyst at Veritas Investment Research also estimates that the impact of this increased competition is most visible in apparel and departmental stores as compared to grocery store chains such as Loblaw. As Canadian Tire braces itself up in various ways to tackle competition, Target stores are preparing well too. Target is equally enthusiastic, maybe even aggressive about capturing the Canadian market. They are also trying to learn some things from the Canadian Tire before they enter the market, for example how the customer rewards and loyalties program runs in Canada. They plan to introduce the REDcard products and offer rewards, which is similar to the Canadian tire’s reward scheme (Canadian tire has a very extensive and popular loyalty program across Canada). Target not only plans to take away Canadian tire’s sales, but also plans to bring about a change in current employment patterns, as they will embark on an extensive hiring and recruiting mission in Canada next year. They plan to create around 27000 jobs which will have a strong impact on the consumer retail industry. All this does …show more content…
The main purpose of this rebranding campaign is to highlight the fact that Canadians have had a long interaction with the brand. The biggest thing that goes in favour of Canadian Tire is their familiarity with the Canadian market. They have been in operations long enough to understand people’s needs, preferences and lifestyles. The article also emphasizes the importance of formulating the right advertising strategy and selecting the right media, keeping in view the target audience. In contemporary times even choosing an appropriate spokesperson, character or icon can influence the reputation and image of the company drastically. Just like the article mentions how Canadian Tire has even replaced their spokesperson after eight years in order to create a fresh impression on viewers. Canadian Tire’s strategy of emphasising how they are a Canadian company and repositioning themselves as “Canada’s store” will be a major determinant of their sales in the coming times. The entry of US retail chains will further increase competition, for sure, and is