Canadian Tire Strengths And Weaknesses

7. Strengths and Weaknesses (part of SWOT) Identifies main strengths and weaknesses.

Strengths: Internal issues-under the control of the organization

The first strength teaches new rules and regulations to existing drivers because most of the driving schools and private companies focus mainly on young/first time drivers but Canadian Tires also has a focus on the older more mature generations to help practice safe driving.

The second strength would be teaching students about what’s under the hood of the car because when you go to a private company. They are usually only driving instructors that help you pass your G2 or G. This gives Canadian Tire an advantage to show customers that they care about the knowledge you get by teaching you about the things you need to know after you get

your G2 or G.

Weaknesses: Internal issues – under control of the organization

One of the biggest weakness that the company has is the rates are too high compare to other companies. The rates make people think twice about paying so much for the classes.

Second weakness would be not using social media to get to the teenagers/young adults.

This is directly towards the companies marketing department, they are simply not thinking logically. This is definitely something the company can control and fix to improve the sales.

8. Issues: Identify Issues including marketing (e.g., positioning), organization,

Canadian Tire’s positioning is adapting to the needs of customers and approaching new ideas. It’s also a very well know and establish organization in Canada.

Issue: Marketing

- Marketing is one of the main issues in the company because its not being used properly to take full advantage to help increase sales.

Marketing is the most important part of selling any service to customers by using advertising material such as flyers, posters, catalogs, in-store ads, social media, display units and advertising materials have to bring into line with existing Canadian Tire logo to continue the power of the Canadian Tire branding which it has established over the years.

13. Strategic Direction: 4 P’s (Price and Product + Distribution plus Positioning)

Presents the broad marketing approach that will be used to achieve the plan’s

objectives.

Price – Our prices will stay the same expect for our new customized packages, which will depend on the customer needs and wants.

- Beginner Driver Education Course
Sale: $749.00+HST
Regular: $799+HST
- Beginner Driver Education Course Value Package
Sale: $898+HST
Regular: $948+HST
- G1 Road Test Package
Regular: $199+HST
- G2 Road Test Package
Regular: $299+HST
- Customized Package: Prices may vary

Product/ Service – They will have the same services offered in our new locations. The only thing different will be is the customer will be able to have customized packages for their suited needs. This will help with cutting down cost on. Services are listed above with the prices.

Distribution – In the new location they will have bigger classroom and a lot more availability for more students to join. We will also have flexible times for working students. This will hopefully help increase our sales from other locations.

Positioning – The new Canadian Tire Drivers Academy will be opening in Mississauga on St. Claire Avenue. There will be a lot more advance programs with the latest technology to give the students everything they need to succeed in there future. The marketing will be done in varies ways such as Billboards and a lot more involved in social media such as word of mouth marketing, Facebook, twitter etc. this will help connect the company with todays generation.