CANADA GOOSE INC.

: AT A RETAIL CROSSROADS (CASE ANALYSIS)

Objective
To cement the 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)

Tieup with Levines Menswear- Premium Menswear

retail chain (20 in nos)

Tieup with Both large retailers Continue with existing independent retailers only

Tie-up with Asmuns Place

Upside

Perceived as place with Hi-end brands and Products Access to 10 retail stores in upscale malls and complexes (5% sales contribution) Immediately keep Womens clothing and may keep Menswear in near future Promotion of Goose products along with other products Exclusivity- condition of keeping menswear (no Levines menswear), lesser control

Downside

Limited range (3-5) and smaller upfront order Tieup with Levines Menswear

Upside

Access to 20 retail stores, high-quality menswear products (expanding to 40) Wealthy clients (no discounting)

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

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

Downside

Tie-up with Both chains

Upside

Asmuns for womenswear and Levines for menswear (access to 30 upscale retail stores) Premium clients (cost not a factor) Later on, Asmuns request for menswear can spoil relation with Levines Resistance from independent retailers Overexpansion resulting in dilution/ market-saturation

Downside

No Tie-ups, continue with independent retailers

Upside

Strong relationship and control over channel

Alignment with brand image

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

Downside

Recommendations

Tieup with Levines Menswear only

More control compared to Asmuns Policy of No discounting Focus on New offerings as well as Hi-end products (may be exclusive)

Reaffirm commitment to independent retailers (including Westbrooks)

Convince them that tieup with Levines will strengthen the brand and inturn facilitate their sales (take ex of North Face)

Commitment of Parity in margin and promotional schemes/offers

Expand Online Retail Partners

Strict No Discount Policy, monitor and cancel license, if found guilty Knowledgeable, learned, price-insensitive customers

THANK YOU