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Canada Goose Case Presentation

COMM 131 Case Presentation

Susie Pan

on 9 March 2011

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Transcript of Canada Goose Case Presentation

Canada Goose Case Study Group 9:
Yvonne Chung
Brandon Davis
Rachel Jurgens
Bryan McCann
Susie Pan
Lindsay Parker Problem Statement Without diluting the brand or alienating independent retailers, Canada Goose needs to come up with a strategy to further position itself as a leader in the Canadian premium jacket market. Situation Analysis Canada Goose steady growth
Looking to expand
Facing competition from North Face
Two offers from national chain retailers
Concerns from independent retailers Henry Decision Matrix Recommendations Short-term
Sell jackets through Levine's stores
Reaffirm commitment to independent retailers

Expand online retailers
Expand product placement campaigns Our reasons At Levine's, price is not a factor
Maintains brand prestige
Target different segments
Position Canada Goose as a fashion icon Implementation Plan Accept Levine's offer
Reply to David's email
Seek additional online retailers to expand our online offerings
Look into opportunities to place new products in future movies Sly Objectives Increase revenue by 15% by the end of 2009.
Expand distribution channels to continuously meet demands.
Maintain friendly relationships with independent retailers at current levels.
Increase brand equity by 8% by the end of 2009.
Secure position in the Canadian premium winter jacket market by capturing 9% of market share by 2010. Thank you
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