East Coast Lifestyle: Expanding a Regional Apparel Brand
商品編號：9B17A035
出版日期：2017/06/09
再版日期：2017/06/08
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：international expansion;brand diversification;distribution
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：Canada; Japan; South Korea; United States
產業：Retail Trade;
事件年度：2017
In its first three years, East Coast Lifestyle, a Nova Scotia-based apparel company and one of Canada's fastest-growing business ventures, sold more than 500,000 products and received plenty of publicity from celebrities who wore its gear. To continue its substantial growth, the company needed a market that offered room for expansion. In early 2017, the 25-year-old chief executive officer faced several options, including developing the company’s Canadian brand portfolio with West Coast Lifestyle; expanding its main brand, East Coast Lifestyle, into the United States; and licensing the brand abroad. The real question was which strategy to pursue, and more importantly, how to implement the chosen strategy and roll it out.
教學手冊：8B17A035;
補充材料：