Documente Academic
Documente Profesional
Documente Cultură
Elaborated by:
AMIRA ATHIMNI MERIEM BEN YEDDER REEM NASSAR RYM BELHADJ
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17/10/2012
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Outline
1. Situation analysis ..................................................................................3 a. The market ............................................................................................3 b. Micro-environment ...............................................................................3 c. Macro-environment ..............................................................................4
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 came from Levines Menswear.
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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. 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.
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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. Social analysis: The recession may cause a modification on the Canadian consumption behavior. They will probably spend less on luxurious products. Technological factor: Selling online became necessary for companies to distribute directly their products, as the demand increases. Environmental analysis: Canadas climate is dominated by extreme and long cold winters. In the other hand, we can take into consideration the crude winter season, with its frigid weather as a reason to push to the purchase of jackets and other winter clothes. Beside, strict regulations exist to control the use of animal products in the production of jackets; C.G is a member of the Fur Council of Canada and has to obey rules set out by that organization.
c. Macro-environment
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
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.
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.
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d. Threats
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