Beruflich Dokumente
Kultur Dokumente
At a retailer Crossroads
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AMIRA ATHIMNI
Elaborated by:
17/10/2012
REEM NASSAR
RYM BELHADJ
Outline
2. SWOT analysis......................................................................................4
a. Strengths ...............................................................................................4
b. Weaknesses ...........................................................................................4
c. Opportunities ........................................................................................4
d. Threats ..................................................................................................4
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Executive Summary
Canada Goose Inc is famous for allying style, fashion and functionality during the winter
season. It is featured in over 150 independently owned retailers and more recently, in the
Athletic Legends Sportswear. In addition to being sold online by two authorized dealers,
Canada Goose products have also been placed in a number of countries and have had great
results in the European market.
Now it has a significant opportunity to further strengthen itself as a leader by offering its
product through national chains. Indeed, Canada goose considered offers from two national
chain retailers. One offer came from a Canadian chain called Asmuns Place. Another offer
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1. Situation analysis
a. The market
Canada Goose is a leader in the luxury sport jacket industry, and of the well-made
fashionable jackets that featured a brand name. C.Gs products were initially designed to
brace the harsh elements of winter, since they are filled with down, but quickly it also became
a status symbol.
The company is offering mainly jackets but recently, it has also begun to extend to additional
items such as gloves, hats.
For each gender there are 3 kinds of jackets: the Chilliwack, the Expedition and the Constable
parkas are the most popular among men, and the Chilliwack, the Trillium and the Kensington
are the ones that are famous among women. The prices are ranged from $420 to $610.
b. Micro-environment
Who are the customers?
Canada Gooses customers are changing. The latter tended to be affluent adults aged between
34 and 50, but, as the brand grew over time, people from 16 to 64 are becoming more and
more attracted to Canada Goose. C.G. has shown a dramatic increase in knowledge of the
brand across Canada, and this explains the high increase in sales over the past few years. As
the brand minimizes its costs of advertising, it is mainly word-of-mouth that makes them
aware about the brand. This is the key success of Canada Goose, which allows its consumers
to be a direct factor in the brand building image.
Who are the partners?
The main partners of Canada Goose are its distributors. Concerning Europe, the firm had
established a strong relationship with them and gave its distributors authority to make
decisions regarding product placements. Jackets were sold in 28 different countries across
North America and Europe, and lately on internet through two online retail partners.
Who are the Competitors?
There are many companies in the premium jacket market, but, The North Face, an American
outerwear company, is Canada Gooses main competitor. In the other hand, many of the
worlds famous brands produced extremely fashionable jackets at higher prices than Canada
Goose. These products are mainly functional, not fashionable nor exclusive. So the company
does not consider these competitors as a big threat for its business.
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North Face can be a threat because many Canadians can recognize this brand from its style
and functionality. This main competitor provides an extensive product line, sold its products
through internet, which has a competitive advantage of selling its jackets in 50 unique
locations in larger metropolitan cities, and through its 24 retail locations across the United
States, but no retail location in Canada.
c. Macro-environment
Economical factor: Canada has the 10th largest economy in the world. But the
economy was facing by 2008 a recession. This could hold back or lower investments.
There is a regulation in the retail clothing industry concerning the discounted merchandise
that C.G must take into consideration.
2. SWOT analysis
a. Strengths
Canada Goose built a popular and well-known brand image by offering a High-Quality
Garment. It worked on its brand authenticity through the growth of the brand until it became
their competitive advantage. Its costumers became loyal by that time; this was shown through
the sharp increase in sales over the past few years. Over time they worked on improving wellmade and fashionable designs. It has wide distribution channels across Canada and
internationally through retailers partners. Those distributors became part of its image and
reputation. Sustainability was a clear process which explains the development of all aspects of
the company growth on the industry. In manufacturing, they used an innovative technology
and were unique regarding the approach to traditional, timeless design and high-quality
products.
b. Weaknesses
Its products were somehow expensive comparing to its competitors.
c. Opportunities
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d. Threats
It has a high degree of price sensitivity regarding its targeted group. One way or another, the
threats were encouraging international competitors, counter fighting, and emerging brands.
Another threat would be the future difficulties to predict available resources.
After the international outstanding growth numbers which the company experienced, it made
them confident that national partnership would work. Canada Goose worked on building the
brand and relating it to the international image of Canada. They developed more products,
variety, and stronger penetration of the accessory market.
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Reiss was also concerned about Asmuns Place which requested to feature C.G products in the
store print advertisement, which will be mailed to loyal members of the store, this request
does not fit with the current marketing strategy of C.G which rely on product placements and
sponsorships mainly, and is certainly not based on an over exposition of the brand.
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So, Canada Goose should be specific in terms of in store advertising conditions to maintain
their brand value and image. It should also manage to offer a different variety of products for
Asmuns Place (in case they expand to the men collection) and for independent stores to avoid
a conflict of interest. In addition, they can meet with their actual retailers and assure them that
discounts on products in national retailers will be controlled.