Case study8-T&T Supermarket
Q1. Culture gives meaning to objects and activities, such as food and cooking. How does TT Supermarket give a different meaning to food and cooking, as compared with a more conventional Loblaws Superstore Compared to a more conventional Loblaws Superstore, TT Supermarket provides customers with unique, even entertaining shopping experience. For example, in TT supermarket, there is a wide variety of seafood including different kinds of live fish in the tank. Consumers can pick up what they want easily, which is a kind of adventure and discovery. Besides, TT Supermarket provides free trials customers can try different types of food samples to make decision to purchase. Q2. Looking at the core societal values (CSVs) for Canada and China, how is TT Supermarkets market positioning tapping into differences between the two cultures According to the CSV scoreboard in the textbook, we can see clearly that Canada and China are quite different in three perspectives power distance, individualism and long-term orientation. Take the first difference for example, highly individualistic societies place high value on self-reliance and personal achievement while highly collectivistic societies tend to live in extended families and be very loyal to these groups. So TT Supermarket balance both segmentation when positions its market. For the Asian Canadians, TT Supermarket focuses on family, friendly and honest. For the local Canadians, TT Supermarket focus on personal freedom. Besides, the power distance in China is relatively high compared with that in Canada, so TT Supermarket position its customers not based on the status or class but treat every customer equally. Q3. What role are enculturation and acculturation playing in TT Supermarkets success TT Supermarket not only serves the traditional needs of the rapidly growing Asian Canadian population which is a process of enculturation for Asian Canadian but introduces Asian food to consumers from different background which is a