WEEKLY CASE ANALYSIS T&T had accomplished, while T&T wanted the financial strength and support it needed to continue to grow its business. T&T Supermarket's Case Name: T&T Supermarket CEO, Cindy Lee, believed the sale of her stores would allow the company to sell Asian food to even more Canadian families. Case Study Questions: T&T Supermarket 1. Culture gives meaning to objects and activities, such as food and cooking. How does T&T Supermarket give a different meaning to food and cooking, as compared with a When the first T&T Supermarket store opened in 1993, it was an more conventional Loblaw's Superstore? ambitious effort to sell Asian groceries in a supermarket format. Traditional Canadian grocery stores sold a limited selection of Asian 2. Looking at the core societal values (CSVs) for Canada and China, how is T&T products, while Asian grocery stores did not typically offer the Supermarket's market positioning tapping into differences between the two cultures? convenience and amenities of conventional mass-market retailers. 3. What role are enculturation and acculturation playing in T&T Supermarket's success? T&T Supermarket quickly found its niche by offering a wide selection 4. How does a business like T&T Supermarket affect acculturation? Does it help of high-quality products beautifully presented in a large, modern Canadians learn more about Asian culture? Does it inhibit Asian immigrants learning format. about Canadian culture? T&T Supermarket initially targeted Asian Canadians, who had cooking 5. Which of the quartet of institutions influence consumers' choice of grocery stores? What impact does the Canadian media have on consumers' food preferences? styles and consumption tastes that were not well served by the average grocery store. However, the company soon realized that its stores appealed to other segments of the market as well. Not only were Canadians from a wide variety of ethnic backgrounds interested in Asian food, but the stores also offered a unique, even entertaining, shopping experience, from the broad range of seafood, including choosing from a number of different types of live fish right out of an in-store tank, to unique fresh produce and spices, which offered no Asian consumers a sense of adventure and discovery. T&T Supermarket found itself in an enviable position-it was serving the traditional needs of a rapidly growing Asian Canadian population and introducing consumers from different backgrounds to Asian food. As a result, the company grew rapidly to become Canada's largest ethnic grocery supermarket, with more than 20 stores in British Columbia, Alberta, and Ontario. In 2009, Loblaw Companies Limited-Canada's largest retailer, with more than $30 billion in annual sales-purchased T&T Supermarket. Like many of the more conventional grocers in Canada, Loblaw recognized that the country's population was continuing to evolve and becor . Loblaw wanted to learn fro