Published on March 12, 2014
Canada Goose Inc. Case Analysis SDM, NMP Term IV Group 5 Abhijeet Tomar - 03 Argha Ray - 15 Khushal Malik - 28 Vipin Kathuria– 59
Context • Goose is emerging manufacturer of luxury sports jackets. • It caters to the premium segment of the market through a network of authorized retailers. • Seeks to exclusively brand its products as a status symbol. • CEO Reiss is weighing two lucrative distribution offers from national chains. • Also weighing between extending reach or protecting brand image.
The Incumbent Retailers: • Time tested authorized retail channel. • Lesser bargaining power as individuals. • Long history of association through thick and thin. • Contracts can be cancelled for Loss Leaders. • Maintained the exclusivity of the brand. • Reluctant to experiment with new products without track record. • Limited reach. • Not in national consciousness vis a vis National Chains. BenefitsPitfalls Yardsticks • Lucrative and long term National chain offers. • Exclusive vs Intensive distribution. • Departure from old marketing philosophy. • Demand for products exceeding supply. • Goose’s expansion plans. • Control over distribution. • Rarest of the rare Brand Image. • Backlash from existing retailers. • Reiss’ conscience.
Asmuns’ Benefits: • Prestigious fashion specialty store. • Association with upscale brands of leading designers. • Adequate reach amongst Canada’s largest cities. • Assurance of 100% markup preservation. • Choice between both men and women range. • Prominent self space. • Immediate jump in sales with potential of 5% of total Canadian sales.
Asmuns’ Pitfalls: • Goose is one among equals in product display. • Too much of reach. • Arm twisting by Lisa. • Intensive promotion through loyalty program. • Can dictate terms on colors and style. • Asymmetric bargaining power. • Can backtrack on markup assurance during inventory clearance. • Doesn't conform with Goose’s traditional and adventurous image. • No guarantee on future orders in terms of men and women’s range.
Levine’s Benefits: • Exclusive menswear store. • Better offer in terms of order variety than Asmuns’. • Adequate reach across Canada. • Familial service and affluent customer base. • Acceptance of newer models based strictly on prototypes. • More reach on offer with Store expansion across Canada. • Immediate jump in sales with potential of 5% of total Canadian sales.
Levine’s Pitfalls: • Goose is one among equals in product display. • Too much of reach. • New sales representative may be a mole. • Too pricey compared with Goose’s existing sales force. • Formal clothes does not gel will luxury sportswear. • Can dictate terms on prototypes. • Asymmetric bargaining power. • Can discount on products during inventory clearance. • Doesn't conform with Goose’s traditional and adventurous image.
Decision: • Brand Dilution through over expansion. • Goose will have to part ways with stylish, functional, authentic and traditional image. Will not be able to call its soul its own. • Intensive distribution through chains will take away the aura surrounding Goose. • The adventurous image projected through sportspersons in wilderness will take a huge dent. • Reiss will lose old channel partners in trying to create new. • Don’t trudge along North’s way which has products in the low price range as well. • Goose may lose the differentiation between natural and artificial ingredients when kept alongside other synthetic clothing. • Inadequate supply in fact helps to create elusive and mystical image for the target segment. Reject both offers.
Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...
30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...
Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...
With three established projects across the country and seven more in the pipeline,...
Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...
Women's Canada Goose extreme weather outerwear. Parkas, coats, shells, jackets, bibs, pants, gloves, mittens and hats made in Canada since 1957. Canada Goose
Canada Goose. Keep Exploring But Let’s Keep In Touch. Sign up now to receive exclusive Canada Goose news, including new collection previews, ...
The official YouTube Channel for Canada Goose. Canada Goose is one of the world’s leading manufacturers of outdoor luxury apparel. From South Pole ...
Our History. Founded in a small warehouse in Toronto almost sixty years ago, Canada Goose has grown into one of the world's leading makers of luxury apparel.
Canada Goose Inc. company research & investing information. Find executives and the latest company news.
Canada Goose Inc . Type. Private: Industry ... Dani Reiss ignited the company with two key decisions—to produce only under the name Canada Goose and to ...
Explore Canada Goose Inc's 506 photos on Flickr!
Founded in a small warehouse in Toronto, Canada over fifty-five years ago, Canada Goose has grown into the world's leading maker of Arctic luxury apparel.
Canada Goose. 195,621 likes · 936 talking about this. Luxury apparel informed by the demands of the Arctic. Proudly Canadian since 1957.
Company profile & key executives for Canada Goose Inc (0918653D:-) including description, corporate address, management team and contact info.