Canada Goose Case Study

The strategies of MNEs to sustain their competitive advantage over their rivals are unique and specific in nature.

produce products and sold to multi country. The primary purpose of business internationalise is seek a wider range of competitive advantages and integrate resource in order to profits maximization. The Internationalization motives include three

1.Briefly describe reasons for Phillips and Matsushita to operate internationally. Why do they do it?
Describe the international strategy of Phillips and Matsushita using the international strategy classifications we discussed in class (e.g., localization, transnational, global).

Barney, J. (2004). Firm resources and Sustained Competitive Advantage. Strategy: Process Content Context: an international perspective, de Wit & Meyer , 285-292.

Canada Goose is a publicly trading high end luxury Canadian clothing company specializing in outerwear. Canada Goose was founded in 1957 by Sam Tick in Toronto, Canada after he immigrated to Canada from Poland. The Company was originally created under the name Metro Sportswear Ltd. Tick’s son-in-law joined the company some years after it was created, and it was during this time that the company began to develop and expand. It was at this time that Metro Sportswear was changed to Snow Goose, and soon after the now famous brand Canada Goose was born.

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

There are multiple motives for international expansion. Some are strategic while others are reactive. An example of a strategic or proactive motive is to tap foreign market opportunities or acquire new knowledge. An example of a reactive motive is the need to serve a key customer that has expanded abroad.

Many companies today want to expand their business to the international business, which can bring cost down and profits up. Taking a business internationally means knowing the rules and regulations of the countries you are entering. There can be many issues with going global which include cultural barriers, diversity issues, multicultural issues, political issues, and economical issues. It is very important to know how important expansion is to the company and what implications will come from going global.

When you think of aircraft, most likely you think of jets, helicopters, and maybe UFOs. The history of flight has produced many varied designs because people did not know how to fly and there were numerous ideas on how to make flight work. We are used to seeing jets and helicopters now, but in the beginning, there were a variety of prototypes based on the needs at the time. There has actually been fierce competition during the invention phases of planes.

Through this case, other companies absolutely can learn from Canada Goose’s strategy. To be able to develop and expand the company internationally successful, Canada Goose has done its marketing research carefully that concentrate on four P’s, which involves product, price, promotion, and place. Its products might have the same styles with others; but it is very smart when playing with the quality game. All goods are promised to make with the top quality raw materials and craftsmanship to provide the best performance. Hence, each jacket usually costs from $500 to $1200. It may sound expensive, but customers will get what they pay for. Furthermore, to be more exclusive, the company is doing “ Made in Canada” commitment. All products are produced

Canada Goose is truly at an enviable position at this point in time. The brand commands excellent sales, has immense awareness and demand for its products actually is far more than the supply. There are certain advantages that come along with such brand strength, I’ll discuss three of these in what follows.

2. Rather than resort to alternative foreign locations, firms prefer to expand at present sites or make internal shifts within countries

The same critics that Zahra has addressed to Oviatt and McDougall’s analysis applies on his list of factors contributing to the INV’s competitive advantage. We should acknowledge that every country has some economic or cultural specificity; therefore there are some universal business rules which apply on the entire global market. The traditional firms, who possesses years of local market experience, ownership and abundance of their resources are more qualified to compete on the international level.

Carrying out an environmental analysis can help determine the viability of investment. The elements that need to be analyzed in such a probable country include political, economical, social, technological, environmental and legal, which are popularly referred to as PESTEL analysis (Sexton & Vlasto, 2012). Besides, the company must evaluate its internal analysis in the lens of the new market by carrying out a SWOT analysis to establish its strengths, weaknesses, opportunities and threats. The reasons why companies chose to become multinational corporations vary. Even before carrying out market analysis, the reason is always there. Establishing the right country to invest, can go a long way in expanding the business in the future markets. However, some ventures fail, but that does not mean that the business cannot still do well in other alternative markets (Sexton & Vlasto, 2012). All in all, there are different reasons which push companies to go into the global market, otherwise known multinational companies. The reasons are discussed below.

WHY COMPANIES DECIDE TO ENTER FOREIGN MARKETS Competing in international markets allows companies to (1) gain access to new customers, (2) achieve lower costs through greater scale economies, learning curve effects, or purchasing power, (3) leverage core competencies developed domestically in additional country markets, (4) gain access to resources and capabilities located outside a company's domestic market, and (5) spread business risk across a wider market base. WHY COMPETING ACROSS NATIONAL