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Segmentation
2.
Targeting
3.
Postioning
Strategy analysis
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We will begin by taking a took at three possible consumer segments for Canadian Tire.
DEMOGRAPHICS
PSYCHOGRAPHICS
BEHAVIOURAL
DEMOGRAPHICS
PSYCHOGRAPHICS
BEHAVIOURAL
DEMOGRAPHICS
PSYCHOGRAPHICS
BEHAVIOURAL
DIY Enthusiasts:
Demographics
Psychographics
Geographics
Behaviour Response
Target Market Profile
DIY Enthusiasts
Jethwani, V. (2018, June 6). Seven Things To Consider Before Starting On A Home Improvement Project. My Beautiful Adventures. https://mybeautifuladventures.com/2018/06/06/7-things-to-consider-before-starting-on-a-home-improvement-project/
Positioning Statement
Canadian Tire's tools and hardware department is aimed at DIY enthusiasts passionate about creative home renovation projects looking for a variety of high quality, reliable tools to complete the job and achieve their project goals.
Positioning Framwork
Points of Parity :
Wide variety choice home improvement items
Points of Difference:
Dedication to high quality, realiable tools items
Factors influencing marketing strategy:
http://media.corporate-ir.net/media_files/TOR/CTC.CA/reports/2006AReng.pdf
https://corp.canadiantire.ca/English/about-us/default.aspx
https://corp.canadiantire.ca/English/media/news-releases/press-release-details/2010/Canadian-Tire-Outlines-Strategy-for-Growth-Focused-on-Core-Business/default.aspx
https://www.canadiantire.ca/en/inspiration/tested-for-life-in-canada.html
https://jumpstart.canadiantire.ca/?gclid=CjwKCAjw5pShBhB_EiwAvmnNV1ShaJAr46xxE27lYjBEWlxwBfCum9YMJ7nvkfP6ybLHdK8s0darvhoCFd0QAvD_BwE