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Swot Analysis : Target Strategy

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THUY TIEN BUI
Professor: STEFANO TIJERINA, PhD
GLOBAL STRATEGIC MANAGEMENT
22 September 2017

ANALYSIS OF TARGET’s STRATEGY IN CANADA MARKET

Target, over a 100-year-old company, has been one out of the most leading and popular retail stores business in America, which supplies thousands of product categories for customers every day. Nowadays, Target owns over 1,800 stores in the United States and has a huge amount of employees, 365,000 in all outlets. The success of Target in the domestic market triggers company to expand to a foreign market, in this research, Canadian market will be mentioned. In 2011, Target brought over 120 Zellers stores of Hudson’s Bay Co. in Canada and create a strategy in open a department store chain with the …show more content…

Moreover, the development of eBay and Amazon causes a big impact on the customer demand in a retail market. The convenience of the online shopping makes the retail stores suffer some losses in a sale if there is no online system updated.

Threat of new entrants: moderate
The industry includes both small and large retailers but the small department stores cannot beat Target and they cannot negotiate with suppliers to have a better deal than Target. However, there are still many large retailers in the market including large local retail stores such as Loblaw, Metro,.. Or American competitors such as Walmart, Costco,.

Level of competitive rivalry: high
The competition of retail market is really intense, even the small retail stores can pose a threat to a product line if they offer the good products with cheaper prices.
More and more foreign brands joining the market makes the level of competition is really high.

ANALYSIS

With the Five Forces analysis, it’s proved that Canada retail market is very difficult to expand if a company has no well-prepared plan.

The problem of strategy:
The company didn’t research the culture and the Canadian consumer clearly.
According to McMahon, T. (2017, June 19), the shopping habits of Canadian customers are different from American. While

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