Complete chart below

Describe Company and Generic Strategy used	Keys to success when using this strategy e.g. When does XXX Generic Strategy work best? *	Value Drivers required to excel using the Generic Strategy OR Pitfalls to avoid when using this strategy
Canada Goose - Focused Differentiation

NOTE: List at least 8 items for each question. Ensure to fully explain each.

Reference:

ILLUSTRATION CAPSULE 5.3 Canada Goose's Focused Differentiation Strategy Open up a winter edition of People and you will prob- ably see photos of a celebrity sporting a Canada Goose parka. Recognizable by a distinctive red, white, and blue arm patch, the brand's parkas have been spotted on movie stars like Emma Stone and Bradley Cooper, on New York City streets, and on the cover of Sports Illustrated. Lately, Canada Goose has become extremely successful thanks to a focused dif- ferentiation strategy that enables it to thrive within its niche in the $1.2 trillion fashion industry. By target- ing upscale buyers and providing a uniquely func- tional and stylish jacket, Canada Goose can charge nearly $1,000 per jacket and never need to put its products on sale. Galit Rodan/Bloomberg via Getty images While Canada Goose was founded in 1957, its recent transition to a focused differentiation strategy temperatures have let Canada Goose break away from allowed it to rise to the top of the luxury parka market. the pack when it comes to selling parkas. The com- In 2001, CEO Dani Reiss took control of the company pany's distinctly Canadian product has made it a hit and made two key decisions. First, he cut private-label among buyers, which is reflected in the willingness to and non-outerwear production in order to focus on pay a steep premium for extremely high-quality and the branded outerwear portion of Canada Goose's warm winter outerwear. business. Second, Reiss decided to remain in Canada Since Canada Goose's shift to a focused differ- despite many North American competitors moving pro- entiation strategy, the company has seen a boom in duction to Asia to increase profit margins. Fortunately revenue and appeal across the globe. Prior to Reiss's for him, these two strategy decisions have led directly strategic decisions in 2001, Canada Goose had annual to the company's current success. While other luxury revenue of about $3 million. Within a decade, the com- brands, like Moncler, are priced similarly, no competi- pany had experienced over 4,000 percent growth tor's products fulfill the promise of handling harsh in annual revenue; by the end of 2017, revenues from winter weather quite like a Canada Goose "Made in purchases in more than 50 countries had exceeded Canada" parka. The Canadian heritage, use of down $300 million. At this pace, it looks like Canada Goose sourced from rural Canada, real coyote fur (humanely will remain a hot commodity as long as winter tempera- trapped), and promise to provide warmth in sub-25"F tures remain cold. Note: Developed with Arthur J. Santry. Sources: Drake Bennett, "How Canada Goose Parkas Migrated South," Bloomberg Businessweek, March 13, 2015, www.bloomberg.com; Hollie Shaw, "Canada Goose's Made-in-Canada Marketing Strategy Translates into Success," Financial Post, May 18, 2012, www.financialpost.com; "The Economic Impact of the Fashion Industry." The Economist, June 13, 2015, www.maloney house.gov; and company website (accessed February 21, 2016)