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Executive Summary
Canada Goose Inc. (Canada Goose) is a company that experienced steady organic growth
as a niche brand, selling their product through independently owned regional retailers.
Canada Goose sells products in 28 different countries around the world and online through
two authorized retailers. The company has a significant opportunity for further growth
through placing its product with a national chain. Dani Reiss has to considered offers from
two national chain retailers. The first offer came from a Canadian chain named Asmuns
Place to sell their women’s line and possibly expand to include men in the future; however
to carry their menswear they would have to sell exclusively through them and not through
Levine’s Menswear. The second offer came from Levine’s Menswear who would only
carry menswear with no possibility of selling women’s wear. There is concern from
Levine’s Menswear’s current independent retailers that they will not be able to keep up
with discounts they may put on their products. Exhibit 1 below provides a high-level
summary of these two diverse offers. The two different offers would enable more
flexibility in the number of styles offered and help bring prototypes to market. Testing the
feasibility of new models will enable expansion of Canada Goose offerings to existing
distribution channels. It is recommended that Canada Goose accept the offer from Levine’s
Menswear for the reasons stated below.
Problem Statement
To date, Canada Goose has achieved success by distributing through independently owned,
regional retailers. Dani Reiss has two offers of long-term contracts from national retailers
in Canada. Reiss needs to consider the current marketing strategy used by Canada Goose
Inc. and the effects of distributing through a national chain.
Situation Analysis
Objectives and Goals:
• Increase revenue currently and in the future.
• Enlargement of the distribution channels to continuously meet high demands.
• Sustain relationships with independent retailers at current levels.
• Increase brand equity currently and in the future.
• Establish firm position in the Canadian premium winter jacket market by capturing
significant market share.
Background and Forecast:
Canada Goose is a mid-market clothing producer that specializes in luxurious winter
outerwear. The outerwear can be worn in any extreme cold weather condition. The
company has always been a successful niche brand selling its products at a premium
because it was considered a company that produced well-made, fashionable jackets that
featured its brand name.
Canada Goose is stern in its commitment to produce its outerwear only in Canada because
it prides itself on being “truly Canadian". They show this by helping sustain life for many
