Detailed Analysis of Marketing Strategies for the Canadian Market

This essay provides an analysis of marketing strategies within the Canadian market. It examines various aspects, including the impact of the Canadian dollar's stability, the rise of online marketing, and the challenges associated with it, such as shipping costs and cultural differences. The essay discusses strategies to overcome these challenges, including the use of Canadian English, understanding consumer behavior, and personalized marketing approaches. It also emphasizes the importance of developing a Canadian presence through websites and videos, as well as the need to comply with relevant laws and regulations. The essay concludes by highlighting the significance of innovative advertisements and customer-centric offers in attracting and retaining customers in the competitive Canadian market.

Analytical Essay

Essay Topic: Marketing to Canadians
Marketing comprises of variety of activities which is undertaken by marketing
department for the promotion of buying and selling of products or services. These include
advertising, selling, delivering products to the final customers in order to make profit. It is a job
which requires huge efforts by opting for different techniques and approaches in order to achieve
the goals set by marketing department. The main task is to earn profit which is the target of the
organization (Article on marketing to Canadians, 2019.).
This is based on the above mentioned statements for understanding the mechanisms of
marketing in Canada. The article provided in this has been analysed by considering the stability
in the rates of Canadian dollar which is favourable at current point. This states that it is the right
time to establish a business because the economy is strong. This is about the traditional business
in the country but there has been a shift in the practice and online marketing has gained
popularity.
There are various challenges which have been able to overcome with this. Some of these
are the physical gap between the buyer and seller has reduced with online shopping (Kotler P,
and et. al.). However, the cost have increased in the form of shipping charges, different duties
and costs of the customs. According to the data collected by the survey, it have been observed
that almost 60% of the Canadians prefer shopping virtually by putting the things in the cart but
later on cancel all the products so selected. Furthermore, to attract large number of customers,
many online stores have started providing free shipping offer on the purchase of certain amount.
The other challenge being language and cultural differences which is concerned with
choosing one language that can be used throughout the Canada and online shopping platforms.
Hence, in order to avoid any errors and mistakes in the language, Canadian English has been
chosen to be used by every person working in such the organizations by undertaking marketing
activities. Since, it is understood by large number of people, it is the right language to reduce the
gap.
In order to understand Canadian Culture, online shopping sites consider the changes in
behaviours of the people who buys the things online on repetitive basis. These are the loyal
buyers who are important for the companies for making increased sales in order to earn profit.
The data collected by various organizations, it is observed that people living in Canada have high
access to the high-speed internet service which make them shop more and spend double the
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amount they spent last time. While purchasing products online, people often look for reviews left
by the customers who have used the products. This helps in making a decision by the potential
buyer. The other element to consider is personalised marketing, this is about making adjustments
in taxes, shipping charges and other costs that are associated with it. It is beneficial in saving the
tax, the concept of free shipping may reduce the profit margins but may help companies in
providing long term sustainability in the cut throat competition (Kerin R, Hartley).
The next challenge being developing a Canadian presence which is achieved by creating
a blog or official site of the concerned business. This domain for the same should be of Canada
which is “.ca”. While formulating strategies for the same, the online marketers should take into
account the open mindset of the Canadians about online marketing. Along with this, videos can
be helpful in influencing the customers. This can help in providing better idea of the
advertisement shown by the specific company.
The other aspect being, that online shopping sites should have the knowledge of various
laws and regulations along with their application. Non-compliance with such legal provisions,
there can be bad consequences which may lead to higher financial burden and increased costs.
Furthermore, there should be standards created by marketing department which should be
considered for measuring the results in order to check the variance.
By analysing this, it can be concluded that, marketing is essential for attracting the
customers and to retain them for a long time. This can be done with the help of innovative
advertisements and by providing offers which can be liked by existing as well as potential
customers.
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REFERENCES
Books & Journals:
Kotler P, and et. al., Marketing. Pearson Higher Education AU; 2015 May 20.
Kerin R, Hartley S. Marketing: the core. McGraw-Hill; 2015.
Online:
Article on marketing to Canadians. 2019. [Online]. Available through
:<https://www.marketingsherpa.com/article/marketing-to-canadians-how-to>.
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