Defensive and offensive marketing strategies.
Example of offensive used by the company to acquire new customers
Canadian tire uses entrepreneurial strategy in its process to acquire customers, this is achieved by ensuring that there is highly motivated, active, actions- oriented people who are taking the initiative ,even within the boundaries of the company ,in pursuit and innovate products and service, this people has led to emergency of digital strategy this was achieved by MichaelMedline basically the system has targets digital messages which help alert their customers to deals especially on winter boots and shovels especially during the time of snows(Yannopoulos, 2011).
Three examples of defensive strategies and how they help retain the customers of the company
- Segmentation of retail to reach all customers effectively
This is one of the defensive approaches that have been used to make sure the customers get services at their door step. It comprises of many categories of retail of more than 1700 stores. This helps retain the customers because the segment it has provided for all retail and thus it is not easy to lose its customers because it has already created competition field for other companies (Wertheret al., 2005l)
- The company has ventured into Real Estate investment trust agent
The company took the advantage of the real estate investiment trust in which it services the customers with trust. This is another defensive segment used by the Canadian tire company which involves developing, leasing income –producing especially for commercial properties and also their owning. This helps retain its customers because, the customers feels favored and involved in the company and they can afford especially commercial properties and own them (Erickson et al., 2017).
In my opinion, the company spends much of its focus on defensive marketing strategy because it is willing to capture as many customers as possible. I think the defensive is the best strategic method applicable for the Canadian tire company, because it has a higher capability of maintaining a lot of customers unlike the offensive. The image below show the Canadian tire financial services with its strategic highlights.
- The company have different transaction options for accomondate all customers
The Canadian tire company provides financial option services which include use of MasterCard, it provides the cash advantage, MasterCard, the gas advantage MasterCard and branded credit cards, it also markets insurance and warranty products. This service helps to retain customers since so many customers are accomondated in the payment options.
The comparison between defensive and offensive
Part 5
List of touch points
- Canadian Tire Website: Canadian tire website is available for its customer. They can access the website whenever they want, wherever they want. They can make online orders using the website.
- Customer service: Canadian tire provides customer service in stores and online. Their online service is available 24/7, and phone service is open from 9 am to 8 pm. This service helps the consumer to resolve their issues and concerns as soon as possible.
- Newsletters: Canadian tire weekly e-newsletter provides its customers with the latest and special deals and promotions on products. It also contains Deals of Week, which creates direct and instant call-to-action delivered weekly to Canadian Tire customers.
- Canadian Tire mobile app: Canadian Tire mobile app allows its customers to search for appliances, home goods, groceries, electronics, etc. They can make purchases with just one click with the help of the mobile app. Customers can scan the products using the app.
- Social media- Canadian Tire uses various social media platforms such as Facebook, Instagram, and Twitter to interact with its customers. It gives customers access to the latest news, promotions and allows them to leave comments and feedbacks.
Major touch: customer service
My interaction with the company was when I was buying for the automotive spare parts. I bought automotive spares worthy urge amaount as ease.
The experience was positive. I was served well and everything I paid for was legit and original.
There some data I collected when I was served. I notice that there is creation of theme parks where the queuing is its own attraction they are also being replaced by the virtual ones. I would use the same data I collected in writing the online recommendations and reviews about the company.
I think the company is interested in establishing the customer relation because I was entertained as I was served positively. I was directed from one point to another and everything was done in honest manner.
References
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Erickson, S. L., Stone, M., Hanson, T. A., Tolifson, A., Ngongoni, N., &Kalthoff, J. (2017). Shareholder value and crisis communication patterns: An analysis of the ford and firestone tire recall. Academy of Strategic Management Journal, 16(1), 32-53.Retrived from:https://search.proquest.com/openview/8fabbe550263667b2f7c6a035bf4a301/1?pq- origsite=gscholar&cbl=38745
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