Entry ticket. Canada Goose case analysis PDF

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Entry ticket, Olga Ivanova Canada Goose case studyThe following review evaluates the article “How I did it”, which was published in the September- October 2019 issue, pages 37-41, of the Harvard Business Review written by Dani Reiss. The article discusses how Canadian brand “Canada Goose” decided to...

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Entry ticket, Olga Ivanova Canada Goose case study The following review evaluates the article “How I did it”, which was published in the SeptemberOctober 2019 issue, pages 37-41, of the Harvard Business Review written by Dani Reiss. The article discusses how Canadian brand “Canada Goose” decided to focus on quality and creating sustainable global business, rather than focusing on mass distribution by competing on prices. Furthermore, the author showed how the company started their path in creating a Canadian grown luxury out-wear brand; and developing its workforce that helped the company to outstand from others. The aim of the article is for organizations to understand that for their success they should not focus on mass distribution by competing on prices; and also companies need to make deep research of their target audience for accomplishing their preferences. Companies in rapidly-growing markets mostly focus on declining margins. They achieve that by moving manufacturers abroad assuming that this will not influence customers’ choice. Due to this fact, the company Canada Goose decided to focus more on quality and research the main customers’ needs. This helped the company to stand out from competitors and attract new buyers. Moreover, the company’s core focus on high-quality materials helped to create the brands’ recognized name. By following a clear view of the company’s long-term activity, Canada Goose was able to open its stores all around the world and create its talented workforce. Firstly, I will discuss the strength of the Canadian company that lead it to great success. The company always worked hard to pursue their goals of high quality, therefore they could have had a lot of orders from other companies. High-end materials and products were not the only facts that helped Canada Goose to go internationally. As the author of the article claims, the CEO of the company always tried to use cutting-edge methods. A good example is that he started using an email system and created the company’s first website when this era only began. This method helped the company to keep up with time and develop the image in various ways. Moreover, the company always found a way to make the homegrown company known. As an example, Canadian small-company did not have money for advertisement on glossy journals and they found another way. They started using one vigorous marketing strategy: the power of word of mouth and telling stories to drive consumers awareness and demand (Reiss, 2019). They tried

to raise the awareness of high-quality out-wear by letting people wear their products in the North Pole expeditions which were captured in widely-known journals such as National Geographic. This method helped to demonstrate the company’s main mindset: to protect people from extremely cold weather (Reiss, 2019). As people trust more other people life stories and experiences, this helped Canadian companies to raise the awareness of the products and deliver an exceptional experience. The article from Harvard Business Review did not provide any weaknesses of Canada Goose working strategies. Therefore, I was not able to give my opinion on this topic. Also, I want to discuss the strengths of the article. This article is well structured and gives good examples of how small businesses can reach their success. The author managed to convey the background of the company and why it started globalizing. In addition, the examples that the article uses, show the Canadian company’s view on the production and customers’ opinions. This indicates the values. The first weakness is, Dani Reiss did not provide the introduction of the article which would help readers to understand better the main purpose of the case. Secondly, despite proper examples, it seems to me that the author used only one source of the information. Even though he might have taken interviews directly for the CEO of the company, additional sources should be used. The usage of one source of information and not proving additional data sources makes the article less trustworthy. Moreover, it does not provide readers with the opportunity for further research and get more insight into the topic. The article relates to the course as it covers concepts from the Introduction to International Business book by Alan Verbeke. One of the main topics covered in the books is a firm-specific advantage (FSA), these are “internal strengths a firm needs to overcome additional costs of doing abroad” (Verbeke, 2013). Reiss states more or less the same in an example of Canadian out-wear company by providing examples of production management and high-quality products which are made in Canada. To conclude, the article is about creating a specific attitude towards the production of the coats and customers’ wishes and thoughts. The article is very well written and structured, using clear examples to explain points of achieving worldwide success. This article can help managers in

developing companies to compare and adjust their development of the products to the examples provided in the paper, as well as helping analyze their operations.

Bibliography Reiss, D. (2019). The CEO of Canada Goose on creating a homegrown luxury brand. Harvard Business Review, 37-41. Verbeke, A. (2013). International Business Strategy. Glasgow: Cambridge University Presss....