Canada Goose
Problem Statement
Canada Goose Inc. wants to expand the market. Dani Reiss have to make a decision according the two lucrative opportunities are offering by Asumuns Place and Levine´s Menswear or stay with the current situation. However, the decision needs to fit with the company’s current marketing strategy --- expand the market, increase the profit, but do not devaluation the brand. This decision is a departure for selling to national chain. Situation Analysis Objectives
Expected to expand the market size
Become a market leader
Provide a high-end products
Keep a low-key company profile
Background
Canada Goose is a company which produce outerwear able to worn in any extreme cold weather condition since 1957. Over time, the brand evolved to become fashionable and functioned brand. Canada Goose was a family company, now was running by Dani Reiss. Since he had taken over control of the company, the company gets success. He realized there is a market for well-made, fashionable jackets that featured a brand name. He decided to expand the company. Through these years, Reiss and his executive team made Canada Goose a well-know brand name. Canada Goose was almost as popular and well known in Scandinavia as it was in Canada by 2008.
S.W.O.T Analysis
Strengths:
The company has a long history and it has a good reputation.
Canada Goose produces specific products. Especially for weather conditions.
It is a high-end product and it is easy recognize as a premium product by public. Its main market is in Canada and it is a Canadian national brand, moreover, it produces in Canada.
It is authenticity. Using real down. Providing three times more warmth per ounce than a comparable synthetic material.
The brand had steadily grown, many retailers had begun to request additional items except the three most popular item.
Products satisfy consumers’ needs: fashionable and useful.
Warehouse could handle any expansion in product offering in the future.
Word-of-mouth advertising
Canada Goose Inc. wants to expand the market. Dani Reiss have to make a decision according the two lucrative opportunities are offering by Asumuns Place and Levine´s Menswear or stay with the current situation. However, the decision needs to fit with the company’s current marketing strategy --- expand the market, increase the profit, but do not devaluation the brand. This decision is a departure for selling to national chain. Situation Analysis Objectives
Expected to expand the market size
Become a market leader
Provide a high-end products
Keep a low-key company profile
Background
Canada Goose is a company which produce outerwear able to worn in any extreme cold weather condition since 1957. Over time, the brand evolved to become fashionable and functioned brand. Canada Goose was a family company, now was running by Dani Reiss. Since he had taken over control of the company, the company gets success. He realized there is a market for well-made, fashionable jackets that featured a brand name. He decided to expand the company. Through these years, Reiss and his executive team made Canada Goose a well-know brand name. Canada Goose was almost as popular and well known in Scandinavia as it was in Canada by 2008.
S.W.O.T Analysis
Strengths:
The company has a long history and it has a good reputation.
Canada Goose produces specific products. Especially for weather conditions.
It is a high-end product and it is easy recognize as a premium product by public. Its main market is in Canada and it is a Canadian national brand, moreover, it produces in Canada.
It is authenticity. Using real down. Providing three times more warmth per ounce than a comparable synthetic material.
The brand had steadily grown, many retailers had begun to request additional items except the three most popular item.
Products satisfy consumers’ needs: fashionable and useful.
Warehouse could handle any expansion in product offering in the future.
Word-of-mouth advertising