Tokyo Smoke: Building a Retail Cannabis Brand (A)
(6 pages of text)
In 2016 (A case), the founder of Tokyo Smoke, a cannabis retailing enterprise based in Toronto, needed to attract investors. The former Google Inc. employee had taken advantage of public policy changes in Canada and was modelling his retail business on Starbucks Corporation, which had educated North American consumers about coffee and captured a huge share of the coffee market. He needed investment capital in order to build his brand and needed to determine an appropriate valuation as part of his pitch for investment capital. By 2018 (B case), he had to address new challenges in his role as chief retail officer of Canopy Growth Corporation (Canopy), the Canadian licensed producer of cannabis that had taken over the company he founded. How could he position Canopy as a world leader in retail cannabis?
This case is suitable for courses in marketing and entrepreneurship at the undergraduate, graduate, or executive education level. Students will have an opportunity to develop a pitch deck and a retailing plan for a company in a newly emerging market. After working through parts A and B of the case and the assignment questions, students will be able to do the following:
- Understand and articulate a value proposition.
- Prepare and structure a pitch deck for investors.
- Develop and execute a retailing footprint.
Canada, Small, 2016
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