Canada Goose Global Marketing Plan Research Report - Seneca College

This report presents a detailed analysis of the Canada Goose global marketing plan, focusing on a new product line. It begins by outlining the five-step market research process, including defining the problem, analyzing the situation, gathering data (both qualitative and quantitative), interpreting the data using techniques like SPSS, and developing conclusions to inform decision-making. The report addresses the need to understand the target market and existing competition. It also covers key components of the marketing plan such as exploring market opportunities (market penetration, market development, product development, and diversification), identifying influencing environments (economic, technological, political/legal, and social factors), defining target market segments, and discussing product branding considerations, including potential changes to product features, packaging, and value propositions. The research incorporates primary data collection methods such as interviews and surveys to gather insights into consumer needs and market trends. The report is based on an assignment from Seneca College and includes references to marketing principles and concepts.

Defining the Problem
This step would require establishing the research objectives as well as developing questions,
which would help in defining the issue that would prove to be quite advantageous afterwards
(Hague et. al., 2013). In this case, the Canada Goose wants to introduce a new product line,
which could be sold in different seasons. Thus, the company needs to first understand the
target market and the prevailing demand of the buyers. The company also needs to
understand the already existing companies and brands offering similar products.
Analyze the situation
In this step, the company would require deciding the methods that would be employed to gain
better understanding of the defined issues (Kotler and Armstrong, 2008). In case of Canada
Goose, primary methods such as interviewing target customers that can be in form of focus
group or one-on-one interviews. Also, the company would conduct surveys among the target
market. The interview approach would involve interviewing 10 customers and the survey
technique would involve surveying 50 customers chosen randomly through online portals like
survey monkey.
Get problem specific data
In this provided case of Canada Goose, the data collected would be both quantitative as well
as qualitative in nature. Firstly, the interview technique would involve collecting qualitative
data. And, the survey technique would involve collecting quantitative data. The quantitative
data is basically in form of number while, qualitative data is in form of one liners providing
greater insight of the chosen target market (Lamb et. al., 2016).
Interpret the data
This would basically require Canada Goose to effectively interpret the primary data collected
through means of interview and survey technique. The company would use SPSS technique to
effectively understand and interpret the gathered data.
Develop conclusions
Now when the company has successfully defined the research problem, gathered resourceful
information related to the same through interview and survey approach and obtain useful
findings from it, the last step is to develop conclusions and reach decision. In this step, Canada
Goose would be able to precisely understand the customers’ need for the new proposed

product, prevailing market trends and lastly, the possible competitors of Canada Goose with
respect to its new product. It would also help Canada Goose to decide the quantity of the
proposed product that would be needed by the target market.

References:
Hague, P. N., Hague, N. and Morgan, C. (2013). Market Research in Practice: How to Get
Greater Insight From Your Market. London: Kogan-Page. pp. 19–20.
Kotler, P. and Armstrong, G. (2008). Principles of Marketing. Upper Saddle River: Pearson
Education
Lamb, C., Hair, J. and McDaniel, C. (2016). Principles of Marketing. Boston, MA: Cengage
Learning.