Marketing Strategy Canada Goose Inc
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MILA MUJAADILAH 29115053 MARKETING STRATEGY CANADA GOOSE INC SWOT ANALYSIS STRENGTHS o Brand image o Garment quality o Brand authenticity o Wide distribution o Stays fashionable over time o Timeless design o High-quality manufacturing WEAKNESS o Current distribution chain is not suited to testing new products o Low merchandise assortment in regards to breadth- variety Opportuniti es o Internatio nal image of canada o Develop retail format, more product variety o National pride Threats o Numerous competito rs (especial ly those with more varied product lines) o Over discounti ng by retailer Segmentation: Niche market Targeting: Affluent women and men 16- to 64-year-old Positioning “Premium winter jacket that keep you warmth instantly yet fashionable” Differentiation: Down feather to ensure maximum warmth, 3 times more warmth per ounce 4P’s For marketing mix PRODUCT High-quality Stylish Down feathers PRICE High $450-$890 for men clothing $485-$695 for women clothing PLACE PROMOTION
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Transcript of Marketing Strategy Canada Goose Inc
MILA MUJAADILAH29115053
MARKETING STRATEGY CANADA GOOSE INC
SWOT ANALYSIS
STRENGTHSo Brand imageo Garment qualityo Brand authenticityo Wide distributiono Stays fashionable over
timeo Timeless designo High-quality
manufacturing
WEAKNESSo Current distribution
chain is not suited to testing new products
o Low merchandise assortment in regards to breadth-variety
Opportunitieso International
image of canada
oDevelop retail format, more product variety
oNational pride
Threatso Numerous
competitors (especially those with more varied product lines)
o Over discounting by retailer
Segmentation: Niche market
Targeting: Affluent women and men 16- to 64-year-old
Positioning“Premium winter jacket that keep you warmth instantly yet fashionable”Differentiation:Down feather to ensure maximum warmth, 3 times more warmth per ounce
4P’s For marketing mix
PRODUCT High-quality Stylish Down feathers
PRICE High $450-$890 for men clothing $485-$695 for women clothing
PLACE Independent, domestic retail stores Online retailers
PROMOTION Low cost Narrowly targeted
For Retail store for Canada Goose, I prefer to choose a asmusn’s place, because it will align with Canada goose strategy without destroying or harming the basic distribution channel. This will allow the company to increase their market share 5% without having a conflict of interest their small independent retailers. In addition, this expansion may harm the brand image of uniqueness and non-overexposed product.
