Need to do analysis on Canada Goose.

STEP-N: What shapes the macro environment in which the brand is trying to compete, and what are the anticipated trends? Research ALL factors in the CDSTEP-N model so you can understand the context that influences the brand's business, its consumers' preferences and behaviours, and its competitors' business. For each factor you research, analyze why it matters to your chosen brand (i.e. why is it important for your brand to pay attention to that factor?). NOTE: This table has been structured to get you started, and you are expected to find at least two relevant facts per factor. Add rows to each section as needed, based on your research. Researched Fact So what? Why does it matter? Cultural Demographic Social Technological Economic Political-Legal Natural (Environmental) Competitors and Industry Conditions: What shapes the industry, and who are the competitors? Research the category in which your chosen brand competes so you can understand the competitive industry environment in which it is trying to differentiate itself. NOTE: to do this, you first need to define the category in which the brand competes; i.e. what business is it in? Define the category/industry What are the nature and intensity of the category and competition? Are there many small competitors, or is the industry dominated by large players? o is the category growing, shrinking, stable? What is the product life cycle stage (introduction, growth, maturity, decline)? Are there barriers to entry, or is it easy for new competitors to enter? o Are there substitutes and indirect competitors? Choose the key direct and indirect competitors and research and analyze their target market and their key strengths and weaknesses. What are their marketing strategies (4Ps)? O o Define the category/industry: Characteristics of the category/industry: INTRODUCTION TO MARKETING Page 5 of Key Competitor (direct or indirect): Relevant strengths and weaknesses: Key marketing strategy elements: Key Competitor (direct or indirect): Relevant strengths and weaknesses: Key marketing strategy elements: Etc