Canada Goose

 

CANADA GOOSE INC. : AT A RETAIL CROSSROADS (CASE ANALYSIS)

 

Objective To cement the position position of Canada Goose as a Market Leader in premium woolen jacket market without deviating from existing marketing strategy and also taking independent

 

Possible Alternatives 

Tieup with Asmuns Place- Premium Canadian Specialty store for Men and Women (10 in nos)

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Tieup with Levine’s Menswear - Premium Menswear retail chain (20 in nos)

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Tieup with Both large retailers

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Continue with existing independent retailers only

 

Tie-up with Asmuns Place 

Upside   

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Perceived as place with “Hi “Hi--end brands and Products”  Products”   Access to 10 10 retail sto stores res in upsc upscale ale malls and complex complexes es (5% sale sales s contribu contribution) tion) Immediately keep Women’s clothing and may keep Menswear in near future

Downside  Promotion of Goose products along with other products 

“Exclusivity”- condition of keeping menswear (no Levine’s menswear), lesser “Exclusivity”control

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Limited range (3-5) range (3-5) and smaller upfront order

Upside TieTie-up up with Levine’s Menswear

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 Access to 20 20 retail sto stores, res, high-qua high-quality lity mensw menswear ear products (expanding to 40)

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Wealthy clients (no discounting)

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Ready to sell full range as well as new products (prototypes)

Downside  Expensive sales rep reqd (may result in conflict with other sales reps at lower salary)

 

Tie-up with Both chains 

Upside 

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 Asmuns for womenswear and Levine’s for menswear (access to 30 upscale retail stores) Premium clients (cost not a factor)

Downside 

Later on, Asmuns request for menswear can spoil relation with Levine’s

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Resistance from independent retailers

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Overexpansion Overexpan sion resulting in dilution dilution// market-saturation

NoUpside Tie-ups, continue with independent retailers

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Strong relationship and control over channel

 Alignment with with brand image

Downside 

Difficult to get intensity intensity in  in coverage (North Face will take the market share)

 

Recommendations 

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Tieup with Levine’s Menswear  only  only 

More control compared to Asmuns

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Policy of “No discounting”  discounting” 

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Focus on New offerings as well as Hi-end products (may be exclusive exclusive))

Reaffirm commitment to independent retailers (including Westbrook’s)  Westbrook’s)   

Convince them that tieup with Levine’s will strengthen the brand and inturn

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facilitate their sales (take sales (take ex of North Face) Commitment of  Parity  Parity in margin and promotional schemes/offers

Expand Online Retail Partners 

Strict “No Discount” Policy, monitor and cancel license, if found guilty

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Knowledgeable, learned, price-insensitive customers

 

 

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