Canada Goose Marketing Plan: A Comprehensive Analysis

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MKTG1101: Assignment 1
Marketing Plan- Part I
Student Name- Navjot
Student ID-
Course Name-
Due Date-

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MKTG1101: Assignment 1
Introduction
Marketing is one of the most significant aspects in the success of the company as with the
support of the marketing an organisation can promote its product and services to the customers
and attracts them towards the company. In this assignment, a marketing plan of the ‘Canada
Goose’ will be provided which will give an opportunity to the members of the team to be
familiar with the various aspects related with the plan of marketing.
Brief Summary of Canada goose
The company which is selected for this assignment is the ‘Canada Goose' which has made a
rapid growth to be the renowned brand for winter jacket in North America. The company was
founded in Toronto, Canada in a small warehouse in the year 1957 and has grown into the
leading developers of performance luxury apparel in the world. The company was founded with
the name of Metro Sportswear Ltd. By Sam Tick who spent many years by operating as a cutter
in different factories (Canada Goose, 2019). Featured product of the company has functionality
in addition to the stylish designs that support Canada gooses in gaining high popularity and
brand awareness, helping the organisation to grow steadily.
Canada goose is serving in both retail as well as the online sector and maintains a large variety of
vests, gloves, jacket, apparel, parkas, hats and shells. The company has more than 2700
employees worldwide. The company is a well-known leader of Made in Canada commitment and
is a partner from a long time with Polar Bears International. The company has made use of
Hollywood for the promotion of products and has also sponsored different film festivals. Some
of the major competitors of the company are G star, North Face and Bench (Canada Goose,

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MKTG1101: Assignment 1
2019). These competitors took a large share in the market by providing jackets of similar style in
more competitive price.
Corporate Plan
Corporate planning is an act to develop a long term plan to improve business. A corporate plan
examines the internal capabilities of industry and lays out the strategy regarding how to make
use of the skills to create growth in the company and attain goals (Morgan, 2012, para 7. pp.
110). The corporate plan also gives direction to the company and involves different areas which
can be explained as follows:
Key Areas Components
Vision Statement The vision of the company is evident and
strategic concerning the development of
product and long term growth (Borland &
Lindgreen, 2013, para 1. pp. 7). To attain this
vision, the company is keeping its marketing
cost low and take benefit of its high quality of
the product for advertising and marketing the
brand.
Mission Statement The mission of Canada Goose is to free
individuals from the cold no matter where they
are living and allow them to have more
experience of life.
With this purpose, they are working to make

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MKTG1101: Assignment 1
such luxury winter apparels for the people to
save them from the cold. To achieve this
mission the company became the global brand
and made continuous expansion in retail. The
company is also planning to make an entry in
different cities that will fulfil their commitment
and passion and will support the fulfilling
mission.
Corporate objectives and corporate strategies Organisational goals of the company are to
open its retail stores, to be a leader in the
market for the premium winter jacket and to do
a partnership with large retailers for achieving
its purpose (Singh & Pandey, 2012, para. 2. pp.
24)
To meet corporate objectives, the company has
made some corporate strategies to achieve
these objectives. One of the leading corporate
strategy of the company is to make use of
winter campaigns to inspire individuals to get
‘out there' (Singh, 2016). This campaign will
highlight the different environment for which
the Canada goose jackets are available and also
the brand positioning regarding craftsmanship

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MKTG1101: Assignment 1
and authenticity.
Marketing plan
A marketing plan is being considered as the comprehensive document that outlines the marketing
as well as advertising efforts which will be carried out in future. The marketing plan of the
Canada goose will take into consideration the marketing objectives, marketing strategies and the
execution of marketing.
To attain success and growth and to achieve its purpose, Canada goose has made some
marketing objectives. One of the main goals of the company is to open its retail stores as it wants
to make expansion in the marketing strategy. The stores will support the brand in reinforcing its
longevity as the manufacturer in the market (eTail, 2019). Another primary objective of the
company is to make people aware of the jackets and the type of environment in which they can
be used. Apart from this, they are planning to enter the new market in Europe.
As per the marketing strategy of the company, Canada goose rely on the mouth publicity which
is a natural result that comes out from the offering of the quality product of the company
regarding the bulk marketing. To marinate the brand's exclusivity, Canada goose generally
targets to the customers utilizing product placement in the cinema, various sponsorships,
advertisement in upscale publications and paid magazine. These are all done to attract the
customers and to make them aware regarding the type of jacket which will be beneficial in cold
(eTail, 2019). Canada goose is also strategizing to open new retail stores in different cities with
the support of SWOT analysis of that particular place.

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MKTG1101: Assignment 1
To implement marketing strategies, the company has made some of the tactics. To make an entry
in the new market, the company has planned to use a competitive pricing strategy, and as there
will be momentum in the product, they will change it to the procedure of premium pricing. For
the promotion of the product, the opening of new stores will be enough. Apart from this the
company will start winter frenzy sale and will give a chance to the customers to win to win a trip
for exotic locations all over the world.
Company Orientation
The orientation of the company is market orientation where the focus of the business is on
customers and their requirements. The company is making winter outwears and is supporting
customers to get rid of cold. The company is focused on targeting large cluster of populace from
young adults to adults. They are also having their presence on online websites so customers will
have the ability to purchase products. With all these actions it can be said that company's all the
function work in collaboration to deliver value to the customers.
In this company, less focus is there on marketing as the company invests 10% of the cost for
marketing. Marketing is the only department in the company on which there is less focus (Urde,
Baumgarth & Merrilees, 2013, para. 2. pp. 2). They do not need to market their products much as
they rely on the sale of merchandise through word of mouth. The quality of the product which
they offer is good that automatically attracts customers.
Specific and Tangible Organizational Action
For the company to be more market-focused (Customer focused), we have a suggestion
regarding specific and tangible organizational action that may be considered by the company.

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MKTG1101: Assignment 1
The increasing demand for the products of Canada goose indicates that the high opportunity for
continuous expansion and growth is there with the company. To grab the break, we suggest that a
company must make a partnership with other small and large retailers of the places where they
want to expand. This will support well in decreasing the competition. To implement this action,
some barriers will be there which needs to be overcome for the success like identification of
authenticating and reliable retailers, agreement on discount percentage and agreement on profit
sharing.
Conclusion
From the report which is presented on the marketing plan of Canada goose, it has been analyzed
that the company is market focused which means that the needs and requirements of the
customers are taken into consideration. It has also been found out that the company has made
some marketing strategies for expansion and decided to open some retail stores.

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MKTG1101: Assignment 1
References
Borland, H., & Lindgreen, A. (2013). Sustainability, epistemology, ecocentric business, and
marketing strategy: Ideology, reality, and vision. Journal of Business Ethics, 117(1), 173-
187.
Canada Goose. (2019). Canada Goose. Retrieved <https://www.canadagoose.com
eTail. (2019). Canada Goose “Goes Retail” with Latest Marketing Strategy. eTail. Retrieved
<https://etailcanada.wbresearch.com/canada-goose-brick-and-mortar-retail-strategy-ty-u>
Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of
Marketing Science, 40(1), 102-119.
Singh, H. (2016). Canada Goose keep it out there. Strategy. Retrieved
<http://strategyonline.ca/2016/09/15/canada-goose-keeps-it-out-there/>
Singh, P. B., & Pandey, K. K. (2012). Green marketing: policies and practices for sustainable
development. Integral Review, 5(1), 22-30.
Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation—
From alternatives to synergy. Journal of Business Research, 66(1), 13-20.