As a result, its shelves were overstocked with certain products, and was severely under-stocked in other areas thus leaving its shelves bare [iv]. Pricing : Canadian shopper sentiment was truly and deeply affected when Target introduced the same products available in the US at a markup in their Canadian stores. The clean, upscale environment with quality offerings at discount prices, provided a breath of fresh-air when compared to local Canadian discount retailers [v].
For numerous reasons, one of which is pricing, Target broke the hearts of Canadian shoppers, who would have otherwise guaranteed the company great success!
The Jan. Ultimately, poor execution on various fronts, and increasing losses forced Target to withdraw from the Canadian market as quickly as they had entered it. I followed this story fairly closely as well, and what I found most interesting was that many of the problems that Target Canada faced in its launch supply chain, pricing and locations could and should have been anticipated from the outset.
If a reasonable person had thought about these questions with any level of rigor, I would be surprised if they would not identify some if not all of these issues. Or perhaps they were overly confident in their own ability to replicate the US business model and execute in another country? Thanks for the comment Roger. I think Target was a somewhat naive entering the Canadian market. Given the geographical proximity of the two countries, Target assumed that Canadian shopping habits would be similar to that in the US.
The other big issue I think affected them was the lack of trying to understand local demographics. By gleaning information from in-store sales and customer preferences, they were able to gradually expand operations to other parts of Canada. Hamilton, Ont. Meadowlands Power Centre.
Welland, Ont. Bowmanville, Ont. Thunder Bay, Ont. Kanata, Ont. Nepean, Ont. Pickering, Ont. Ottawa Billings Bridge Centre. Nanaimo, B. Courtenay, B.
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