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Canopy Growth Corp.: Product Messaging for Recreational Cannabis
內容大綱
In April 2016, Canopy Growth Corporation, one of Canada’s top producers of medical cannabis, was planning a strategy for its future. The government of Canada had just announced its plans to introduce a bill to legalize recreational cannabis use in 2017, followed by a rollout of the policy in early 2018. The company’s chief executive officer needed to plan a strategy that addressed three main issues: product messaging for recreational cannabis, establishing a retail footprint in recreational cannabis, and building an international business.
學習目標
The case is recommended for use in both MBA and executive education programs. It is suitable for courses on consumer analytics and on media messaging. After completion of this case, students will be able to <br><ul><li>understand the uniqueness of marketing cannabis as a consumer product; and <br></li><li>develop a plan of action for a cannabis company.</li><ul>