Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Canada Goose – Case Study
Canada Goose is a company that manufactured jackets in 1957 from the places with
coldest climates in the world. Over 60 years, their success story did not happen by chance but
instead, it happened from the way they make their decisions from the strategic choices that led to
continuous achievements of the company.
One of the strategies that Canada Goose did in developing their products was creating a
sustainable global business wherein one of their core values in order to apply this it to prioritize
quality over quantity. In connection with their sustainable global business, one of the things that
they also considered was learning about what their consumer valued by traveling around the
world specifically in Europe and Asia to better understand their perspective. The company found
out those customers from Europe and Asia value quality in terms of its authenticity. The fact that
customers care about the product being “Made in Canada”, it gave them a competitive advantage
to have authentic reputation to their iconic brand.
Moreover, a remarkable and powerful marketing strategy also gained advantage to their
brand called “word of mouth and telling real stories”. They make sure that people and consumers
