MILA MUJAADILAH

29115053
MARKETING STRATEGY CANADA GOOSE INC
SWOT ANALYSIS
o
o
o
o
o
o
o

STRENGTHS
Brand image
Garment quality
Brand authenticity
Wide distribution
Stays fashionable over
time
Timeless design
High-quality
manufacturing

WEAKNESS
Opportuniti
Threats
o Current
es
o Numerous
o International
distribution
competitor
chain is not
image of
s
suited to testing
canada
(especially
o Develop
new products
those with
o Low
retail
more
merchandise
format,
varied
assortment in
more
product
regards to
product
lines)
o
Over
breadth-variety
variety
o National
discounting
pride
by retailer

Segmentation:
Niche market
Targeting:
Affluent women and men
16- to 64-year-old
Positioning
Premium winter jacket that keep you warmth instantly yet fashionable
Differentiation:
Down feather to ensure maximum warmth, 3 times more warmth per ounce
4Ps For marketing mix

PRODUCT
High-quality
Stylish
Down feathers
PLACE
Independent, domestic retail
stores
Online retailers

PRICE

High
$450-$890 for men clothing
$485-$695 for women clothing
PROMOTION
Low cost
Narrowly targeted

For Retail store for Canada Goose, I prefer to choose a asmusns place,
because it will align with Canada goose strategy without destroying or
harming the basic distribution channel. This will allow the company to
increase their market share 5% without having a conflict of interest their

MILA MUJAADILAH
29115053
small independent retailers. In addition, this expansion may harm the brand
image of uniqueness and non-overexposed product.