Report on Canada Goose: Strategies, SWOT Analysis, and Customer Base

This report provides a comprehensive analysis of Canada Goose, a prominent winter clothing manufacturer. It begins with an introduction to the company, its customer base, mission, and core values. The report then delves into Canada Goose's corporate-level strategies, focusing on market penetration and expansion. It also examines the business-level strategies of differentiation and cost leadership that the company employs to gain a competitive advantage. A detailed SWOT analysis is conducted, outlining the company's strengths, weaknesses, opportunities, and threats. The report concludes by summarizing the key findings and emphasizing the importance of strategic planning for business growth and stability. The report is a valuable resource for understanding the strategic decisions and market positioning of Canada Goose.

Research and analysis Paper 1

Table of Contents
INTRODUCTION...........................................................................................................................1
Customer base..............................................................................................................................1
Mission and core values...............................................................................................................1
Corporate level strategies of Canada Goose................................................................................1
Business Level Strategies............................................................................................................2
SWOT analysis............................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
In this report Canada Goose is taken as an organisation which is a winter clothing
manufacturer of Canada. It was founded by Sam Tick under the name of Metro Sports wear in
1957. It is a retail company which deals in wide range of jackets, vests, gloves, shells, parkas and
other apparel. Its headquarter is in Toronto, Ontario, Canada. There are more than 1000
employees working in the company. This report discusses about the customer base of a company
its vision, mission, what are its corporate level strategies, business level strategies and also Swot
analysis of the organisation is conducted.
Customer base
Canada Goose has expanded its customer base and have decided to go public and have
decided to target the customers of all ages and genders. Its perfect customer are those who prefer
warm clothes during winters and who are looking for the best quality of warm clothings. A
company has also targeted those customers which want to be warm during winters but following
the style. They also target cost sensitive customers.
Mission and core values
Mission: Main mission of Canada Goose is to free people from cold and it does not matter for
the company where does a customer lives and also empower the customer to experience more
from life. The main purpose of organisation is to make profits by selling winter collection clothes
the people of Canada. It's core value a commitment of keeping its products real and authentic
especially for cost sensitive customers. Canada Goose was to provide high quality products at
low cost which has raised the company at the top of winter clothing industry. Canada Goose's
corporate culture believes in authenticity and its shows it by its ways of hiring people, managing
the organisational performance and offering high quality products and services to its customers.
Vision: Canada Goose vision is to produce best and high quality products for the extreme
weather outwear for Canada and rest of the world. It want to expand their own retail stores like
Nike, Apple and want to expand its business across the various parts of the world. Also Canada
Goose also wants to become a popular brand across the world and want to increase its brand
image in order to become a renowned brand.
Corporate level strategies of Canada Goose
Corporate level strategy is a type of strategy is an action plan in order to gain a
competitive advantage by selection and management of a mix of a business competing in a
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particular industry. A corporate level strategy is based on the goals of a company and also upon
the marketing conditions (Hill, 2017). A corporate level strategy of Canada Goose is growth and
expansion for its business are of various types, It has adopted different strategies in order to grow
which can be explained as:
Market Penetration Strategy: It is one of the basic strategy which has adopted by Canada Goose
i.e. market penetration. A company has started to enter different markets of the world for
example Canada Goose has started its business in China by entering in the markets of China. A
company wants to increase it market share as it has kept on expanding about 67 years from its
foundation. It has also adopted a strategy of market penetration by offering its products
comparably at low price which has given it an advantage. As it has got low differentiation of
products so the low pricing strategy has proved beneficial for the organisation in order to
increase its market share.
Market expansion and development: Market expansion and development is another strategy
which has been adopted by Canada Goose (Balboa, 2017). Company has decided to sell its
current products through its retail stores. Canada Goose wants to its retail stores and want to
have its physical location of its stores across Canada mainly on high streets. According to the
company going retail may offer brands many other significant benefits like they would have
much control over their marketing strategies, brand image and experience for their shoppers as
compared to online channels (Hickman, and Silva, 2018). A brand with its own retail space can
make the company able to sell wide range of products to customers and can also increase its
margins.
Canada Goose is offering its products at low cost in order to deal with a competition and
is attracting the customer by keeping the prices of its products at low but also maintain the
quality of its products which has brought a stability with in the organisation.
Business Level Strategies
Business level Strategy is a type of strategy which consists of a detailed action taken in
order to provide value to customers by exploiting the core competencies in product and service
markets and also to gain a competitive advantage in the industry (Saebi and Foss, 2015). There
are three types of business level strategies such as Cost leadership, focus and differentiation but
Canada Goose has adopted two out of them differentiation and cost leadership which can be
explained as below:
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Differentiation: Canada Goose has adopted differentiation strategy as it has developed products
which has provided a superior values i.e. it has increased the quality of its products and have
changed the designs of its products. It has been successful in manufacturing the jackets and coats
which are warm but have been successful in reducing the weight of its products. It provides
warmth but without bulk which has been the differentiation strategy of the company (Galpin,
Whitttington and Bell, 2015). This strategy can help the company in gaining a competitive
advantage as is has made its products different from its competitors by maintaining the quality of
its products and reducing weight of its products.
Cost Leadership: Canada Goose has also adopted a cost leadership strategy as it is offering the
products at lower cost as compared to its competitors. Company is attracting customer especially
price cautious customers who want product at affordable prices but good in quality. So this
strategy can also help the company is gaining the competitive advantage as people get attracted
due to its lows price and high quality.
SWOT analysis
SWOT analysis is a strategic planning technique which is used by the organisation in
order to make the internal and external analysis. It is tool for identifying the strengths
weaknesses, opportunities and threats for an organisation (Ansoff, and et.al., 2019). With the
help of SWOT analysis an organisation can assess its external and internal factors and also can
assess the current and future potential of an organisation. A SWOT analysis of Canada Goose is
conducted as explained below:
Strengths: Main strengths of Canada Goose are its firm's resources and capabilities which can
be used to design sustain and develop competitive advantage in the market place. A company has
got highly skilled employees which form a an integral part of a company (Bohari, Hin and Fuad,
2017). New products of the company are increasing the market share of a company and has been
successful in increasing the sales for the company. It has also got a strong brand recognition is
Canada and in neighbouring countries. Also Canada Goose has got strong market leadership
position which is the strengths of a company.
Weaknesses: A company's weaknesses includes low investment in Canada Goose customer
oriented service which can result in competitors gaining an advantage in the future. Revenues for
the Canada Goose has been declining and has to be careful in analysing the various trends in the
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retail industry. It has limited success to the outside core business and company is not also good
in product demand forecasting which is a weakness for a company.
Opportunities: Canada Goose has got various opportunities which can help in gaining the
competitive advantage its opportunities are potential areas of growth, market share and profits
(Blockeel and et.al., 2016). As customer preferences are changing due change in lifestyles, easy
access, adoption of technological products so it has got an opportunity to meet the changing need
of its customers. It has also got an opportunity to penetrate in the entry level markets with no-frill
offerings and also can increase its online services and establish its physical retail stores across
the Canada. Low inflation rate can bring more profits to the company and it can result in the
stability of a company as it will allow enabling credit at lower interest rate for customers of
Canada Goose which may increase the consumption of products of Canada Goose.
Threats: Company is facing many threats like competition from the strong market player is a
threat for the organisation (Gürel and Tat, 2017). Shortage of skilled labour is proving to be
another threat for the organisation. Trade relations between China and US is also posing a threat
to Canada Goose.
CONCLUSION
It can be concluded from the report that it is important for an organisation to establish a
corporate level strategies which can help in smooth functioning of a business and can help in
growth and stability. Present report also concludes that business level strategies can help the
company is gaining the competitive advantage. This report also concludes that SWOT analysis is
a helpful tool for organisation for its internal and external analysis to knows its position.
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REFERENCES
Books and journals
Ansoff, H. I and et.al., 2019. Societal strategy for the business firm. In Implanting Strategic
Management (pp. 285-310). Palgrave Macmillan, Cham.
Blockeel, C and et.al., 2016. A fresh look at the freeze-all protocol: a SWOT analysis. Human
reproduction. 31(3). pp.491-497.
Bohari, A. M., Hin, C. W. and Fuad, N., 2017. The competitiveness of halal food industry in
Malaysia: A SWOT-ICT analysis. Geografia-Malaysian Journal of Society and Space.
9(1).
Galpin, T., Whitttington, J. L. and Bell, G., 2015. Is your sustainability strategy sustainable?
Creating a culture of sustainability. Corporate Governance. 15(1). pp.1-17.
Gürel, E. and Tat, M., 2017. SWOT ANALYSIS: A THEORETICAL REVIEW. Journal of
International Social Research. 10(51).
Hickman, C. R. and Silva, M. A., 2018. Creating excellence: Managing corporate culture,
strategy, and change in the new age. Routledge.
Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function.
Macmillan International Higher Education.
Saebi, T. and Foss, N. J., 2015. Business models for open innovation: Matching heterogeneous
open innovation strategies with business model dimensions. European Management
Journal. 33(3). pp.201-213.
Online
Balboa, E. 2017. Strategies That could result in high growth for Canada Goose. [online]
Available through :
<https://www.benzinga.com/analyst-ratings/analyst-color/17/04/9283080/3-strategies-
that-could-result-in-high-growth-for-canada>
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