One of Canada’s well known brands sells a majority interest in its company.
Appropriate Subject Area(s):
Marketing, business administration, entrepreneurship
Key Questions to Explore:
What does “Made in Canada” stand for around the world? What support does a company need to grow?
Majority Stake, private equity; expressions of interest
Internet; Canada Goose Web Space http://www.canada-goose.com/story
Introduction to lesson and task:
This lesson will investigate what the “Made in Canada” label stands for around the world and how an organization that has been plodding along for decades suddenly becomes a marketing sensation.
Action (lesson plan and task):
- Review the four Ps of marketing with the class.
- Distribute the article for reading.
- Divide the class into four groups. Ask each group to discuss their understanding of the article and how it relates to the four Ps of marketing.
- Assign each group one of the following tasks to research on the Internet:
- Task 1: Research the history of Canada Goose as a brand and develop a timeline.
- Task 2: Identify a brand that has been around for as long as Canada Goose and develop a timeline. An example might be Pandora http://www.pandora.net/en-us/pandora-company/about-pandora or Ugg Australia http://www.uggaustralia.ca/en/world-of-ugg-story.html or another brand.
- Task 3: explore what the “Made in Canada” label means to people around the world.
- Task 4: Explore what the “Made in Canada” label means to Canadians.
- Once each group has completed their research, have a representative from each group present their findings to the rest of the class.
- Discuss with the class: What do Canada Goose and Pandora have in common? What was the driving force that took them to the marketing success stories they are today? What marketing strategies did they apply? How can these strategies work for others? Does Made in Canada have a significant contribution to make to Canada Goose success?
Consolidation of Learning:
Assign each group an organization in your community and have them research the organization and develop a marketing plan that could take them to the next level.
Including the elements of a marketing plan in the consolidation of learning activity.
Presenting the marketing plan to the class.