Canada Goose Case Analysis Essay

720 Words Aug 3rd, 2011 3 Pages
Current situation
Canada Goose has experienced steady organic growth as a niche brand, selling their product through independently owned stores. By June 2008 it was selling product in 28 different countries across North America and Europe plus two authorized online retailers. Now it has a significant opportunity to further cement itself as a market leader by placing its product with a national chain. Initially, Canada Goose considered offers from two national chain retailers. One offer came from a Canadian chain called Asmuns Place. Another offer came from Levene’s Menswear. Table 1 provides a high level overview and compares these two offers.
Table 1. Brief offer comparisons.
|Store\Feature |Est. |locations
…show more content…
Firstly, the Canada Goose brand faces a threat from the increased number of fake products by counterfeiters. Secondly, there is a rising concern from independent stores that national chain stores would discount Canada Goose products causing their sales to drop. And thirdly, Lisa Freedman from Asmuns Place made a last minute offer for exclusive distribution of Canada Goose female and menswear through their store chain. This offer restricts Canada Goose’s flexibility in terms of choosing a distribution partner, but simplifies the distribution process.
Recommendations
Pursue both initial opportunities with the women’s closing product line for Asmuns Place and with the men’s product line for Levene’s Menswear. This will result in an increase in the market share in Canada by 10%. It will provide the ability to bring newer products to market, and not restrict the distribution of products to a single national chain store. Canada Goose should define the conditions under which Asmuns Place or any other retail chain will feature its products in store advertisements. It also needs to assure its original distribution partners that they will be able to maintain their existing brand prestige and pricing throughout all their stores in Canada.
Canada Goose should expand their distribution of its product to Eastern Europe starting with Russia since it is a country with severe winter conditions. This will assure Canada Goose growth without the risk of saturating the

More about Canada Goose Case Analysis Essay