Alexander Wong, 500510461, Section #: 011
Mini-Assignment #2: HBC – From Fur to Fendi
Turnitin Confirmation #: 313622686
Dr. Shavin Malhotra
1. Describe at least three strategies used by HBC prior to its sale to Zucker and NRDC.
Many strategies were used by HBC prior to its sale to Zucker and NRDC, some include the e-
business strategy, the growth strategy and the differentiation strategy. HBC used the e-business
strategy firstly because in order to attract more customers, they implemented an online shopping
program where they strategically used the Internet to gain competitive advantage. It allowed for
consumers to have different options for shopping aside from in person. Additionally they used
the growth strategy through expanding the company by acquiring other successful retailers like
K-Mart Canada to strengthen its share of the market as referenced from the textbook where
growth strategy is defined as, “To expand the size and scope of operations in respect such things
as total shares, market shares, and operating locations.” To persuade consumers to come back,
HBC also implemented an HBC Rewards program so they would have an incentive purchase
more products. Lastly, although unsuccessful, HBC applied the differentiation strategy
attempting to offer a different trendy image through Designer Depot & Style Depot. HBC
moved away from their focus on steep discounts instead trying something different. Thus
showing that HBC attempted to seek competitive advantage by offering different products and
ideas than the competition.
2. Describe at least three strategies HBC adopted since the sale.
Many strategies were adopted since the sale including the focus differentiation strategy, the