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SBP 240: SBP Interview - Target Canada: The Rise and Fall of a Promise, with Omar Roubi
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Target is a company people love. More than 1,700 stores, a brand with real pull. Then it came to Canada, lost billions, and walked away inside four years.
This is a story about Big and Little marketing. Little is the advertising. Big is everything else: product, price, place, and how the whole business organizes around the customer. Roger Martin says a promise has to be memorable, valuable, and deliverable. Advertising makes it memorable. Price and place make it valuable. Product makes it deliverable. In Canada, Target's ads were excellent, and the business broke the promise…
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