Introduction to Industry and Company Analysis

RUNNING HEAD: COMPANY ANALYSIS
Company Analysis of Canadian Tire
Name of Student:
Name of university
Author note:

1COMPANY ANALYSIS
B. SEGMENTATION CHART:
Young Families and
Millennial
Sport Chek customers
Demographic Young and middle aged
families of age around 22- 35
Married and having nuclear
families.
Medium to high level
education
Medium to high income
Mainly Male, however it is not
gender specific (Zamecnik,
2016).
Young people busy with
busy work schedules
Married or unmarried, interest
in technology
Medium to high level of
education
High medium to high range of
income.
Not gender specific
Geographic Canadian
People from both Urban and
Rural Areas, mainly Urban.
Canadian
People from both Urban and
Rural Areas, mainly Urban
Psychographic Customers of various age
groups with different mindset
Mainly looking for a best
product at a best price.
Stable lifestyle
Interested in E commerce
Mainly the young adults with
a busy life schedule.
More attracted towards digital
marketing. ((Dzhumaev, &
Roberts, 2018)

2COMPANY ANALYSIS
Behavioural Wants to have a value for
money.
Wants to retain the stability
and comfort in shopping
Loyal customers
Wants to have the comfort of
online shopping.
Are not concerned much about
expenses.
Canada is a place where most of the people earn quite a good amount of money and do
not mind much in spending for the quality product. The Canadian tire, being one of the premium
companies, sees a visit of ninety percent Canadian customers in a year. The company has divided
its customers in two potential segments. The segmentation is made mainly based on age and
mode of shopping. The first target customer are the young families and the middle aged people
who are more keen on buying value based quality products and have medium to high range of
income. Psychologically they have a mindset of leaving a stable and assured life and thus they
make a loyal customer base. The other segment is known as the sport chek customers who are
the young adults and are more keen on digital shopping or online marketing. They are primarily
the Gen X people and are more inclined towards technology. It has, however been found that
both the segments primarily consists of the Canadian citizens.
C. MARKETING MIX:
Product:
Canadian Tire projects itself as the largest tyre and automobile service brand in Canada. At the
beginning, the company started with only one kind of tires that they named “Super Lasting tires”.

3COMPANY ANALYSIS
At present however, the company has a wide range of product portfolio. They now are the
retailer, manufacturer and service provider of various automotive parts like car accessories, tires,
chargers, batteries, wiper blades, booster cables, convertible car seats etc. In addition to this, the
company also offers hardware tools like drivers, drills, compressions, saws, staplers,
screwdrivers, wrenches paints etc ((Hwang, Lui, Pham, Wang & Sung, 2019).. The company
also offers a wide range of sport equipments like gun accessories required fir hunting, mattresses,
tents, treadmills, Snowboarding, Toboggans, ice skating etc. It has also a collection of living
products like BBQ Grills, portable sheds, Snow blowers, Leaf blowers etc. the country has
managed to provide a large and diversified product range to cater to the needs of the variety of
customers. the company also offers food products, toys and financial services.
Price:
The Canadian Tire offers a variable pricing strategy. It has set up their price in such a way that
they need not to compromise on the quality of the products that they deliver. However, they have
set their pricings in different price levels so that it can target a variety of customers. the variable
pricing strategy makes the company flexible enough to make changes in pricing according to the
competitive dynamics and the market (Kazantzidis, 2015). The online platform of the company
where products are also sold, offers a large amount of discounts that can be availed by using the
promo codes. The loyalty program that the company offers, named as the Canadian Tire Money
are more like virtual moneys and has the provision of coupon rates. A customer is entitled a
percentage of coupon rates in their next purchase once they buy a product.
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