BU352 Lecture Notes - Lecture 4: Air Canada, The Home Depot, Canadian Tire
Document Summary
Canadian tire is an icon & top rated brand: convenience, location, diverse g & s, media focus on their brand, employee training, constantly doing environmental and market analysis, they invest in other industries. Continuously monitor both internal & external environment: competitors: home depot (different specialty), walmart (cheaper) Keys to longevity & success: vision, good strategic planning, & execution of market strategy. Core competencies satisfy consumer needs (apple- sleek design, innovation, etc. Competition- identify and analyze direct and indirect competitors; know strengths & weaknesses; competitive intelligence (ci) used to collect and synthesize info. Air canada vs. west jet famous law suit that air canada claimed against west jet as the latter used former employees of air canada to access confidential information. West jet countersued them with a case stating that air canada hired a pi to check out west jet"s exec"s personal recycling. This could not be proven, but air canada"s suit was successful.
