The Home Depot Canada: Becoming #2, c'est beau!
Cossette
Section I — Basic information
Business Results Period (Consecutive Months): Jan 2011 to December 2011
Start of Advertising/Communication Effort: March 2011
Base Period as a Benchmark: Calendar 2009 and 2010
Section II — Situation analysis
a) Overall Assessment
It is never easy for large American banners to succeed in the Quebec market. Twelve years after entering Quebec, Home Depot's marketing efforts did not seem to have the intended impact on the market. Even with the launch of new marketing campaigns, Home Depot was only third in terms of...