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Hi, need to submit a 1750 words paper on the topic Targets Canadian Operation Analysis.
Hi, need to submit a 1750 words paper on the topic Targets Canadian Operation Analysis. Target cooperation is a multinational retailing company which is located in Minnesota in the United State. It was established in 1902 and its headquarters were located in Minneapolis in the US. The company has several subsidiary stores in many countries all over the world. In 2011, the company launched its first subsidiary store in Canada to oversee its operation in that country. According to Legge and Weinstein (2013), by the end of 2013 Target had gained access to the Canadian market after acquiring 189 leasehold stores at a tune of $ 1.8 billion operated from Zellers which is owned by Hudsons Bay Company. The company intended to first utilize 125 stores for its operation by the end of 2013 (Legge & Weinstein, 2013).
In May 2011, target started its first operation in Canada, when it opened 105 stores in the first phase. It intended to convert them into target outlets in September of the same year. During the same year, the company bought an additional 84 stores accounting for a total of189 stores (Austen, & Clifford, 2012). The company later renovated around 135 stores in its favorite locations to represent its brand image. During the same year, the company laid off all the initial workers of Zellers irrespective of their qualification and experience and announced a plan to employ a total of 27000 new employees (Legge and Weinstein, 2013),
In March 2013, the company opened its various stores across the country, some of which operated as test stores. The stores first opened in Milton Guelph and Fergus, later Target expanded its operation in other parts including the western part of Canada. It also installed Starbucks stores in several parts of Canada. According to Advameg Inc (2012), Target experienced some setbacks after launching its operation in Canada by losing $ 800-900 million after a few months of its operation in Canada.
Target's decision for expansion in the Canadian market was a wise decision considering its strong brand name and the saturation of the retailing space in the United States.
