Canada Goose Case

NAME ID NO:
BINOY KANTI PAUL 2020-3-91-019
 Company and Industry analysis

• Canada Goose is a luxury brand with the highest

quality in the North American apparel Industry.
• Great Canadian success story that is over 60 years in
the making jackets for the coldest climates in the
world
• Today, Canada Goose has eight factories in Canada,
training schools, stores in 12 cities around the world,
and prosperous E-Commerce business.
• Few of the competitors are North Face, Patagonia,
Columbia, and Rudsak
Canada Goose Positioning Map (vs.
Competitors)
SWOT Analysis
Location of Type of Factor
Factor
Favourable Unfavourable

Internal Strength Weakness

•Brand image & reputations •High Price
•Authenticity & quality brand •Few distribution channel
•Able to keep up with fashion •Using animal fur been
•High margin regulated
•Does not require advertisement
but word of mouth

External Opportunities Threats

•Growth in youth market
•Increase in revenue
•Manufacture winter accessories
•Demand exceed supply
•National pride
•International image
•North Face Jacket
•Scandinavia
•Price sensitivity to bull
group
•Resources availability
Critical Success Factor:
•Brand’s authenticity
•Efficiency from learning Curve from own Training school
•It’s a story not only a brand
•Word of mouth

Competitive Edge
•Own training school creates a skilled workforce, which gives the company a
competitive edge compared to its rivals.
•Canada Goose’s “Made in Canada” identity gives a competitive edge over its
rivalry

Growth Strategy
•In 2017, the company went public, so the company has better financing
opportunities.
•From 2015 to 2019, revenue and net income have stable growth. However, the
net profit margin is low. The company may look for minimizing the cost and
continue with the same pricing strategy
•From 2018 to 2019, the sale revenue and net profit have increased by 37% and
45% respectively
 Distribution and Marketing
•The distribution of the product depends on local retail stores (Flagship stores)
and e-commerce
•The distribution of the product depends on local retail stores (Flagship stores)
and e-commerce

Recommendations
•Remain local but reach global - maintain the Canada Goose brand: There
are regions or countries in the world, where the temperature is very low and at
the same time, the income level of the country is high enough to have this kind
of brand Switzerland, Norway, Sweden, Finland, and Russia may be new
markets to expand for Canada Goose.
•Minimize the cost of production through learning cuve approach and
economies of scale: Minimization of the cost will allow Canada Goose to be
competitive with other luxury brands more efficiently by offering more quality
products and services. Cost minimization does not mean compromise with the
price rather focuses more on the quality and sustainability of production
competition