International Marketing Report: Canada Goose, Entry to Market

This report provides a comprehensive analysis of Canada Goose's international marketing strategies, focusing on its entry into foreign markets, specifically Switzerland. It begins with a company and brand analysis, highlighting strengths such as international business expansion and the benefits of Switzerland's innovative and competitive economy, as well as weaknesses like the potential for cultural misunderstandings. The report then explores the implications for product marketing strategy, considering factors like language compatibility, government expenditures, and favorable climate conditions. It also delves into the history of the brand and its future prospects, emphasizing the strong commercial relationships between Canada and Switzerland. The conclusion summarizes the key findings, emphasizing the ease of international marketing due to good trade relations and a common language. The report uses various academic sources to support its claims, and the analysis provides valuable insights into the company's approach to global expansion, focusing on the factors that contribute to its success in foreign markets.

Running head: INTERNATIONAL MARKETING
International marketing
Name of student
Name of University
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Table of Contents
Company and brand analysis...........................................................................................................2
Strengths and weaknesses in respect of entry to foreign markets...................................................2
Facts.............................................................................................................................................2
Implications for product marketing strategy................................................................................2
History of brand and future prospects.............................................................................................3
Facts.............................................................................................................................................3
Implications of products marketing strategy................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................6

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Company and brand analysis
Canada Goose is one of the major clothing company for self made clothing styles and the
huge collection of winter clothes is crafted with sheer excellence rather than being tailored. It is
one of the most famous custom-made clothing companies in Canada that manages exporting of
good quality goose winter wears to Switzerland because of good trade relations between these
two countries (Canadagoose.com, 2018).
Strengths and weaknesses in respect of entry to foreign markets
Facts
One of the major strengths for the brand to enter foreign markets could be the
international business expansion and ability to generate more revenue in business. The
weaknesses could include lack of understanding the different culture and perception of
customers, which might create difficulties in determining the needs and preferences of other
customers in the foreign market. Switzerland’s nominal GDP is 659.87 billion USD and the
Canadian direct investments nearly 8030 million CAD, due to which, it has become easy for
Canada Goose to enter the foreign markets with ease and effectiveness (Ford & Leonidou, 2013).
Implications for product marketing strategy
The economy of Switzerland is very much innovative and competitive, which has
allowed for better entrepreneurship and higher production level. The labor laws, rules and
regulations are flexible and the political corruption tends to be on the lower side, which has
given the clothing company to grow and expand properly. Both the countries share a common
language, which makes it easier for the CCC to export its products by getting accustomed with

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the culture and at the same time, understand the customers’ requirements. Thus the language
barriers were overcome, which provided enough scopes for managing global business and thus
was considered as a major strength (Laufs & Schwens, 2014). Another major strength is the high
expenditures by Government and it is nearly 33 % of the total GDP. The cold climatic conditions
made it better for the Canadian clothing company to enter the foreign markets, export the best
quality goose winter wears to Switzerland for keeping the people warmer, and even increase the
customer base for consistent profit achievement. The no import tariff cases further allows the
brand to increase demands in the foreign markets for the Canadian goose wears. The currency
exchanges would be managed easily as well because of the effective financial systems,
furthermore could promote international business perfectly (Yang, Su & Fam, 2012).
The laws implemented take lots of time to obtain good results and sometimes the
economic conditions are not stable enough, which might also create issues while entering the
foreign markets. The exporting might cost huge amounts of money, which might make the brand
increase the prices of products and this could be a major drawback. While entering foreign
markets, failure of operations could spread across multiple companies too. The company could
also use social media and other digital media technologies for keeping contacts with the
customers and enhance the brand image and name (Zhou, Wu & Barnes, 2012).
History of brand and future prospects
Facts
Canada Goose is known for its excellent quality winter clothes and is one of the
subsidiary of Canada Goose Holdings. Canada and Switzerland, both have strong and diverse
commercial relationships, due to which, the trade activities, investments and innovations have

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been possible. The Free Trade agreement with the European Free Trade Association also helped
in creating a strategic platform for Canada to expand business globally through international tie-
ups all throughout the European countries including Switzerland. Canadian Goose’ brand name
has improved in the past few years because of its delivery of custom tailored clothing and
fashion items to Switzerland and this kept the customers satisfied too (Berthon et al., 2012).
Implications of products marketing strategy
Canada Goose wants to expand business globally by entering foreign markets in
Switzerland and even created a positive mindset among the customers by managing business
sustainably. The company exported the finest quality goose wears made of natural fabrics to
enhance the comfort level and remain sustainable by maintaining an ecological balance in nature.
The product standardization marketing strategy helped in maintaining cost benefits along with
management of quality consistently (Canadagoose.com, 2018). This enabled to reduce the costs
of products that were exported without compromising on the quality and kept the customers
satisfied. The products category consisted of parkas, bombers, light weight jackets, etc. that were
exported and made available at lower prices, thereby kept the customers satisfied as a whole too.
Extreme cold conditions would make it easy for the brand to establish a good brand presence in
the market within the rich economy with such high quality fabrics used for the clothing items
available at reasonable prices, customers would be satisfied and the profit level would increase
for Canada Goose (Ford & Leonidou, 2013).
Conclusion
From the report, thorough understanding about entering the foreign markets of
Switzerland to ensure global business success was possible. Due to the good trade relations and

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sharing of common language, Canada Goose had managed expand business globally with ease.
The nominal GDP was 659.87 billion USD and Canada, being one of the major foreign
investments with over 8030 million CAD, the international marketing was easier than expected.
With the extremely cold weather conditions, the jackets, parkas and bomber jackets exported by
Canada Goose gained a lot of attention among the customers in the foreign markets. The best
quality natural fabrics were used and the prices were also kept reasonable, which further created
ease while entering the foreign markets.

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References
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing
strategy. Business horizons, 55(3), 261-271.
Canadagoose.com. (2018). Canadagoose.com. Retrieved 7 January 2018, from
http://www.canadagoose.com
Ford, D., & Leonidou, L. C. (2013). Research Developments in Interna-tional Marketing. New
Perspectives on International Market-ing, edited by SJ Paliwoda, 3-32.
Laufs, K., & Schwens, C. (2014). Foreign market entry mode choice of small and medium-sized
enterprises: A systematic review and future research agenda. International Business
Review, 23(6), 1109-1126.
Yang, Z., Su, C., & Fam, K. S. (2012). Dealing with institutional distances in international
marketing channels: Governance strategies that engender legitimacy and
efficiency. Journal of Marketing, 76(3), 41-55.
Zhou, L., Wu, A., & Barnes, B. R. (2012). The effects of early internationalization on
performance outcomes in young international ventures: the mediating role of marketing
capabilities. Journal of International Marketing, 20(4), 25-45.