Canada Goose Needs to Decide on a New Retailing Opportunity

Problem statement

Canada Goose needs to decide on a new retailing opportunity.

Situational analysis

* SWOT

o Strengths

 Down insulation which is a natural product that provides three times more warmth per ounce.

 Market exists for well-made fashionable jackets that feature a brand name.

 Outstanding growth, demand for Canada Goose significantly exceeded supply.

 Local production.

 Brand recognition, most recognizable goose in North America.

 Deep commitment to the preservation of global environment and the humane treatment of animals.

o Weaknesses

 Independent stores if they united in the opposition of a national retailer would pose a severe issue.

 Rising problem of fake product.

 Illegal for a clothing manufacturer to set minimum selling price.

o Opportunities

 Popularity of the Canada Goose brand has increased.

 Brand awareness coincide with increase in sales.

 Market exist for well made, fashionable jacket that feature a brand name.

o Threats

 External pressures from society in general and environmental groups has caused the use of animal products in the production of jackets to be regulated.

 Risk of diluting the premium brand image that had been developed and successfully maintained over the years.

* Distinctive competences

Canada Goose is an authentic brand whose core identity is tied to its birth place. Canada Goose was built by consumers who fell in love with the product and we take this very seriously. Down is the insulator found in all Canada Goose winter jackets. Counterfeit jackets use fur from dogs or cats instead of coyote fur. In addition, instead of using goose down in the coats, insulation called feather mulch is used. The insulation used in counterfeits is not quite as effective as goose down and it can often include bacteria and mildew.

* Development of alternatives

1. Women's Clothes at Asmuns Place

a. Pros-

i. Excellent chain of stores to feature Canada Goose, operates 10 retail stores across Canada's largest cities.

ii. Leading specialty store for both men and women for over 170 years.

iii. Canada customer familiar with Asmuns Place name.

iv. Thought of as destination for high-end brands and products by some of the world's leading designers.

v. Located in large shopping malls or upscale retail complexes.

vi. Interest in one day featuring men's products in the future.

b. Cons-

i. Asmuns Place wants to feature Canada Goose product in the store's print advertisements.

ii. Asmuns Place will feature only 3 to 5 styles.

iii. Westbrook's