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What Is The Dual Brand Strategy Of Best Buy In Canada

539 Words3 Pages

The dual brand strategy of Best Buy as it initiated its expansion into Canada was the first of its kind in the consumer electronic industry. The concept has been used in the Agricultural world with two different seed products (Bisschoff, 2013) and with the hotel industry with different branded hotels (Serlen, 2013) as well. Best Buy leadership recognized the significant fragmentation of the consumer electronic market found in Canada. They felt they could use such as a marketing advantage for their profitability (Ferrell & Hartline, 2010). The first aspect was the availability of market share for multiple companies. In the USA, it is almost an uncommon scenario for only one company to provide products in a community. Even the

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