Case analysis including : Porter analysis , vrio analysis and competitive analysis Strategic analysis Recommendations

It was late June 2008, and Dani Reiss, president and owner of Canada Goose Inc. (Canada Goose), was sitting in his office pondering the future of his company. Despite recent years' steady growth in both his company and the luxury sport jacket industry in general, Reiss still believed a significant opportunity existed for Canada Goose to further cement itself as a market leader. Reiss was particularly intrigued by two separate offers from national retailers in Canada. Both offers were in the form of long-term contracts. In the past, such contracts had been a large foundation of Canada Goose's successful relationships with many of its distributors. Although the recent offers were certainly lucrative, Reiss needed to consider whether either offer would fit with the company's current marketing strategy. Agreeing to stock its products through a national retail chain would be a departure from the practice to date of distributing through independently owned, regional retailers. Accepting either of the offers would not only potentially price these independent retailers out of the market but could also lead to the devaluation of the brand that Reiss and his fellow executives had spent many years nurturing. BACKGROUND Company History