Detailed Marketing Plan: Canada Goose - Canadian Market Analysis

This report presents a comprehensive marketing plan for Canada Goose, a Canadian retail clothing company specializing in winter wear. The plan begins with an introduction to the company and its product offerings, focusing on its jackets and parkas. It then outlines a new product development process, suggesting an expansion into summer clothing to capitalize on market opportunities. The report explores various market opportunities, including market penetration, market development, product development, and diversification strategies. It analyzes the external environment, considering economic, technological, political/legal, social-cultural, geographic/weather, and competitive factors. The target market segmentation is identified, followed by a SWOT analysis that highlights the company's strengths, weaknesses, opportunities, and threats. Market research findings are presented, addressing the need to expand into summer collections to combat declining sales and competitive pressures. The marketing plan then delves into specific strategies for product development, pricing (competitive pricing), place (focusing on the Canadian market), and promotion (online campaigns and public relations). The report concludes with a list of references used in the plan.

Running head: Marketing Plan
marketing plan
[Document subtitle]
[DATE]
[Company name]
[Company address]

Marketing Plan 1
Contents
Introduction................................................................................................................................1
Product.......................................................................................................................................1
New Product development Process........................................................................................1
Market Opportunities.................................................................................................................1
External Environment................................................................................................................2
Target Market Segmentation......................................................................................................3
SWOT Analysis.........................................................................................................................3
Market Research.........................................................................................................................4
Product.......................................................................................................................................4
Price............................................................................................................................................4
Place...........................................................................................................................................5
Promotion...................................................................................................................................5
References..................................................................................................................................6

Marketing Plan 2
Introduction
The purpose of this paper is to highlight the marketing plan for a Canada based
organization namely Canada Goose. The company is present in the retail clothing segment of
the nation and mainly manufacture winter clothing. Further, marketing plan of the
organization are discussed below:
Product
Canada Goose clothing organization mainly deals in providing wide winter clothing
range to the men, women and kids present in the international environment. Most famous
product of Canada Goose are its jackets and parkas. The company has earned unique selling
proposition in the market by providing optimum quality winter clothing to people in the
environment (Canada Goose, 2020).
New Product development Process
The new product development process for Canada Goose involves that the company
should aim to enter in summer clothing trend segment as well. Summer offer better variety of
products to the customers, and with unique range of winter collections, it is believed that the
customers would like the summer range offered by the company (Magalhães, et. al., 2020).
Market Opportunities
 Market Penetration: It involves that the organization should sell more products in the
same market. This means that the company should focus on increasing the sales of
same products in the current market by providing better services to the customers like
loyalty schemes or special pricing etc. (Wood, & Jobber, 2016).

Marketing Plan 3
 Market Development: according to this strategy, the company need to introduce its
products in the new market. This means that the business would expand its boundaries
to different geographic location that is untapped by them.
 Product Development: this strategy involves introducing new product in the business
environment from the organization. This type of strategy makes the organization to
create a differential and innovative product in the environment to increase the sales of
the company, Thus, Canada Goose aims to make use of this strategy in the Canadian
environment so as to increase revenue by attracting more customers (Dib, 2018).
 Diversification: lastly, on the basis of this strategy, the company aims to sell new
product in the new environment. For instance, Canada Goose focusing to sell its new
summer collection products in the Chinese market. Implementation of this type of
strategy is risky therefore, few organizations implement it in their business
environment.
External Environment
 Economic: the company has 10th largest economy in the world along with strong ties
with the most powerful nation that is United State. Therefore, the economy hold
appropriate powers that helps the people to maintain a sustainable living in the
country. However, COVID-19 has started affecting the economy of the nation
adversely.
 Technological: technology is adopted from the US environment as strong ties with the
nation helps the companies of Canada to leverage such technology for their products
and services as well (Kim, & Lee, 2016).
 Political/legal – regulatory: there is presence of democracy in the nation provides
equal right and opportunity to every person to express their views. The nation also has
constitutional monarchy along with strong relations with UK and US.

Marketing Plan 4
 Social-cultural: there is presence of diversity in the nation and people enjoy freedom
in taking the decisions on their own. Presence of equality increases the beneficial
features of the environment of the country. The nation 2nd largest in terms of area but
population in not dense.
 Geographic / weather: millions of tourists visit every year to enjoy the scenic beauty
of Canada. However, level of pollution is increasing in the nation due to tourism.
 Competitive: Two biggest competitors of Canada Goose that serves similar products
in the business environment are North Face and Moncler. The North Face earns
revenue of $ 2 billion worldwide while Moncler holds profitability of 1420 million
euros.
Target Market Segmentation
The company aims to target people belonging to age group of 35 to 56 years. The
company offers men, women and children clothing as well to the people belong to premium
segment present in the environment (Chernev, 2020).
SWOT Analysis
 Strength: biggest strength of the company is that they provide high quality products to
the customers in Canada along with timeless designs.
 Weakness: weakness of the company is that the products are high priced so they do
not target a larger market segment in the industry.
 Opportunities: the company could increase the product portfolio so as to leverage
better sales in the business environment.
 Threats: animal protection rights and competition are the two biggest threats faced by
the company (Doyle, Hegazy, & Singh, 2016).

Marketing Plan 5
Market Research
 Depleting sales is the problem for the company Canada Goose and they need to find a
solution immediately so as to save their competitive advantage.
 Considering the situation, it should be noted that there are high threats in the
environment but higher opportunities to capture as well.
 It should be noted that the customers are willing to purchase more clothing products
in summers because of availability of variety with the companies.
 Analyzing the data, it should be noted that the company Canada Goose should start
selling products that belongs to summer range.
 This type of strategy would help the business in increasing productivity and
increasing profitability that would subsequently eliminate the competition.
Product
The company should offer more products in the summer collections like cotton shorts,
half sleeves shirts etc. This would help the organization to increase its profitability by
expanding product portfolio.
Price
The company should make use of competitive pricing strategy which means they
should monitor the competitor’s pricing model and then price their products accordingly.
Place
The company should aim to leverage its products in the current market of Canada
only and then aim to expand in international environment.

Marketing Plan 6
Promotion
Canada Goose should make use of online campaigns so as to attract the interest of
prospective customers by letting them know about the brand and its new product offering as
well. The company should also use public relations to attract the customers towards their
summer collection (Lovett, Peres, & Xu, 2017).

Marketing Plan 7
References
Canada Goose, (2020). Our History. Retrieved from <
https://www.canadagoose.com/us/en/our-history.html >
Chernev, A. (2020). Strategic brand management. Cerebellum Press.
Dib, A. (2018). The 1-Page Marketing Plan. Page Two Books.
Doyle, C., Hegazy, N., & Singh, P. (2016). Made-in-Canada system ecology: Explorations of
the garment industry.
Kim, M. J., & Lee, M. Y. (2016). “It’s not just a winter parka”: The meaning of branded
outdoor jackets among Korean adolescents. Journal of Global Fashion
Marketing, 7(1), 60-71.
Lovett, M. J., Peres, R., & Xu, L. (2017). There’s no free lunch conversation: The effect of
brand advertising on word of mouth. MSI Report, http://www. msi. org/reports/theres-
no-free-lunch-conversation-the-effect-of-brand-advertising-on-word-o.
Magalhães, M., Pereira, M., Cardoso, A., Cairrão, Á., & Figueiredo, J. (2020). Canvas
marketing plan: How to structure a marketing plan with interactive value?.
In Handbook of Research on Emerging Technologies for Effective Project
Management (pp. 158-168). IGI Global.
Wood, M. B., & Jobber, L. (2016). The marketing plan handbook. Pearson.