Canada Goose is a Canadian maker of luxury cold-weather apparel. Its CEO is planning to enter the South Korean market. This case study analyzes the situation of the company and its operation in order to understand its position and the nation’s competitive advantage in preparation for its expansion to South Korea.
Jesse Silvertown; June Cotte
Harvard Business Review (W11633-PDF-ENG)
February 06, 2012
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Canada Goose: The South Korean Opportunity Case Answers
Use the porter’s diamond model to analyze the Canada Goose situation.
The company and Porter’s Diamond Model
Canada Goose is a staple of Canadian manufacturing throughout the world in its brand, high quality, and fashion. They are known for their luxury cold-weather apparel and bring legitimacy to their products by manufacturing on Canadian soil.
In this paper, we discuss the company’s operation as it pertains to Porter’s Diamond Model of Demand Conditions; Related and Supported Industries; Firm Strategy, Structure and Rivalry; and Factor Conditions. Porter’s Diamond Model helps understand a nation’s competitive advantage due to certain factors and helps explain how governments can act as catalysts to improve a country’s position in a globally competitive economic environment.
The first component of the Diamond Model we are tackling is what the consumers of Canada Goose demand in Canada’s home market. Its apparel is a niche brand used by individuals who work and live in the coldest conditions in Canada and Europe.
Canada is known for some of the harshest weather conditions in the world so Canadian consumers value their products because it was made in a colder climate. The Canada Goose brand is promoted through word of mouth and their logo which represents their premium brand. Consumers also value the company for keeping their operations at home when many manufacturers left the country.
Related and Supported Industries
The second component we are discussing is…
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