Porter Five Forces for Canopy Growth Competitors- Canopy Growth has a great deal of competition the company must look out for. One of the main competitors is Aurora Cannabis because Aurora so far have been 20 percent of the marijuana market in Canada. Also they produced over 700,000 kilograms per year. Another competitor that Canopy Growth must watch out for is Cronos Group because Cronos used to be on top of the race to become the alpha company but due to being to slow on establishing assets, it lost its lead. Canopy Growth has to make sure they are selling products that the other companies don’t have. Also since the Marijuana is an upcoming market, focusing on getting curious/new customers should be a priority to make them become loyal consumers. Suppliers- Canopy Growth has lot of suppliers which makes supplier power low due to Canopy’s ability to just switch suppliers. Due to high demand of the marijuana industry, suppliers have to be very reasonable with Canopy Growth in order to achieve profits, which also causes suppliers to have less power. Canopy Growth just needs to find the right suppliers that has low costs but due to its abundance of suppliers, using different suppliers shouldn’t be a problem. Buyers- Having products that are unique from others should be a top priority for Canopy Growth because in this industry, having someone hooked on your products will get you more buyers. If a customer likes the product, they will buy it in bulk, because it’s marijuana, and it will make it harder for the customer to ever switch if the quality is top notch. Since the buyer will buy the products in bulk, prices shouldn’t be a problem due to the demand and quality. Canopy Growth should highly market and make sure it’s product are unique to build a large foundation of loyal customers. Doing so will provide a lot of sales and henceforth a profit. New Entries- The threat of new entrants isn’t a big problem for Canopy Growth because the industry it’s in is a hard industry for new entrants to come in. This is due to the fact of the government heavily regulating laws for marijuana and the fact that Canopy Growth sells differentiated products instead of standardized products. If Canopy Growth keeps using it’s competitive advantage it has and keep having unique products, new entrants would have a lot of trouble competing against them. Substitutions - A threat of substitutes would be the Illegal Marijuana Markets because if the prices are better there then customers would hesitate to get products from Canopy Growth. To stop that from being a big threat, Canopy Growth needs to make sure it’s products are great quality especially more then the illegal products, also having unique products that only Canopy Growth can produce, will make it harder for customers to find an alternative. Canopy Growth Corporations A Company with High Ambitions As North America’s leading producer of legal marijuana, Canopy Growth Corporation has always been ambit.

1. Porter Five Forces for Canopy
Growth
Competitors- Canopy Growth has a great deal of competition
the company must look out for. One of the main competitors is
Aurora Cannabis because Aurora so far have been 20 percent of
the marijuana market in Canada. Also they produced over
700,000 kilograms per year. Another competitor that Canopy
Growth must watch out for is Cronos Group because Cronos
used to be on top of the race to become the alpha company but
due to being to slow on establishing assets, it lost its lead.
Canopy Growth has to make sure they are selling products that
the other companies don’t have. Also since the Marijuana is an
upcoming market, focusing on getting curious/new customers
should be a priority to make them become loyal consumers.
Suppliers- Canopy Growth has lot of suppliers which makes
supplier power low due to Canopy’s ability to just switch
suppliers. Due to high demand of the marijuana industry,
suppliers have to be very reasonable with Canopy Growth in
order to achieve profits, which also causes suppliers to have
less power. Canopy Growth just needs to find the right suppliers
that has low costs but due to its abundance of suppliers, using
different suppliers shouldn’t be a problem.
Buyers- Having products that are unique from others should be
a top priority for Canopy Growth because in this industry,
having someone hooked on your products will get you more
buyers. If a customer likes the product, they will buy it in bulk,
because it’s marijuana, and it will make it harder for the
customer to ever switch if the quality is top notch. Since the
buyer will buy the products in bulk, prices shouldn’t be a
problem due to the demand and quality. Canopy Growth should
highly market and make sure it’s product are unique to build a
large foundation of loyal customers. Doing so will provide a lot
of sales and henceforth a profit.

2. New Entries- The threat of new entrants isn’t a big problem for
Canopy Growth because the industry it’s in is a hard industry
for new entrants to come in. This is due to the fact of the
government heavily regulating laws for marijuana and the fact
that Canopy Growth sells differentiated products instead of
standardized products. If Canopy Growth keeps using it’s
competitive advantage it has and keep having unique products,
new entrants would have a lot of trouble competing against
them.
Substitutions - A threat of substitutes would be the Illegal
Marijuana Markets because if the prices are better there then
customers would hesitate to get products from Canopy Growth.
To stop that from being a big threat, Canopy Growth needs to
make sure it’s products are great quality especially more then
the illegal products, also having unique products that only
Canopy Growth can produce, will make it harder for customers
to find an alternative.
Canopy Growth Corporations
A Company with High Ambitions
As North America’s leading producer of legal marijuana,
Canopy Growth Corporation has
always been ambitious. Canopy, formerly Tweed Marijuana Inc.
was founded by Bruce Linton,
Mark Zekulin, and Chuck Rifici in 2013 with the objective of
providing affordable medicinal
cannabis to patients. Their concept of “Compassionate Pricing”
would become a standard

3. industry-wide. This is just one of the few benchmarks the
company has set.
In 2014, Tweed became the first publicly-traded cannabis
company in North America with stock
being traded on the Toronto Stock Exchange. The following
year, the company purchased an
abandoned Hershey factory in Ontario, where they still operate
to this day. Later in 2015, the
company grow from“..a singular enterprise to a multi-branding
holding company that can focus
on diversified markets.” and changed their name to Canopy
Growth Corporations. In 2018,
Canopy Growth Corporations achieved another first when there
were the first cannabis company
to have the shares made available on the New York Stock
Exchange.
Figure 1. International Footprint (Canopy Growth 2018)
Currently, Canopy Growth has a total of 11 operating facilities
in Canada in addition to their 10
other facilities in places such as Poland, Columbia, and
Denmark. And, by partnering with

4. numerous brands, they are able to provide their customers with
a wide variety of medicinal and
recreational products such as “dried flower”, oils, concentrates,
supplements, and hemp.
The company's current mission is to elevate the experiences of
its medical and recreational
consumers, and drive the biotechnology industry forward. This
well-articulated statement clearly
defines the purpose of the company. Moreover, it’s realistic and
motivating. The main focus is
on satisfying the needs of the recreational and medicinal
customers as opposed to the company’s
products. Customer experience is a key factor for a company’s
growth. since if a company meets
and exceeds customer expectations by delivering quality
products as promised, the company is
destined for growth and success. Additionally, the company’s
emphasis on their aspirations in
the biotechnology industry reinforces their desire for continued
growth and innovation. It can,
therefore, be concluded that this mission statement is quite
effective.
The vision of Canopy Growth Corporation is to be a leading

5. cannabis company in the globe.
While this statement is clear and describes the company's
desired future state. The statement is
broad and lacks distinctiveness as it can be applied by any
organization in the cannabis industry.
The company would have taken another step to align its
intended efforts to complement this
vision. Surprisingly, the Mission Statement is more
inspirational. A more effective vision
statement would have expanded on this. Currently, it’s too
generalized and so the company
might scatter its efforts into other goals not aimed at supporting
this vision statement. This can
inhibit the company’s direct progress toward this vision.
Canopy Growth’s values are aligned with Corporate Social
Responsibility. Their values
statement is as followed. “Canopy Growth is committed to being
a responsible member of our
community and industry wherever we operate. We pride
ourselves on investing in and being the
leader in creating solutions to cannabis-related issues. Now that
we’re on the verge of legal
access to regulated, recreational cannabis, we’re stepping up to
do our part to ensure education

6. and responsible use are at the forefront of the cannabis
conversation.” This statement is lengthy
but hit all of the right notes. Canopy Growth is determined to
find solutions to cannabis related
problems and had made strategic partnerships in to have their
goals realized. They have
partnered with Mothers Against Drunk Driving and Canadian
Drug Policy Coalition. Another
alliance is with Parent Action on Drugs (P.A.D). It is important
that their customers and
investors know that they are passionate about growth in their
industry as well as educating and
corporate social responsibility. This statement is supported by
their numerous alliances. Thus it
is quite effective.
The performance of Canopy Growth Corporation over the last
five years has increased
tremendously. According to Bloomberg data, in 2014, the
company reported sales of $3.4 billion.
In 2015, the revenue reported sales of $7.7 million. In 2016,
there was an increase in sales as the

7. recreational market expanded and the company had $12 million
in revenue. At the end of 2017,
the company’s revenues rose considerably to $39.9 million
following an increase in the purchase
of medicinal cannabis units (Kristine, 2019)..
The year 2018 saw an increase in the amount of cannabis
harvested and revenues rose to $ 77.9
million. In 2019, the company hopes to achieve an extreme
increase in revenue earnings
following its expansion into the skin care market. In an
interview with Susan (2019) of
Bloomberg News, the company's CEO Bruce Linton stated the
company's team productivity has
been quite impressive over the last five years and this has been
a contributing factor to Canopy’s
success. Despite it’s increase in revenues, Canopy Growth
Corporation continue to report losses
and investors continue to question the company’s profitability,
resulting in the termination of
Co-founder, Bruce Linton. Canopy’s lack of profitability is due
to its focus on investing in long
term growth, keeping an entrepreneurial mindset in a rapid
growing market, which resulted in its

8. phenomenal 90 patents and continued revenue growth,
forecasting the company to have large
future rewards and market share.
References
● Canopy Growth Corporation. Retrieved from
www.canopygrowth.com
Freeman, S. (2016). Canopy Growth Corporation to acquire
Mettrum for $430
M-making a mega-company serving half Canada’s medical pot
users. Retrieved
June 28, 2017
● Kristine Owram (2019). Canopy Analysis. Retrieved from
https://www.bloomberg.com/news/articles/2019-08-15/canopy-
shares-tumble-as-a
nalysts-surprised-by-declining-revenue
● Paul Monica (2019).Canopy’s cannabis business growth.
Retrieved from
https://edition.cnn.com/2019/02/15/investing/canopy-growth-
cannabis-earnings/in

9. dex.html
● Susan Berfield (2019). Canopy’s Bruce Linton. Retrieved
from
https://www.bloomberg.com/features/2019-canopy-cannabis-
bruce-linton-canada-
weed/
● Canopy Growth. (2019, September 11). Retrieved from
https://en.wikipedia.org/wiki/Canopy_Growth
● Our Story. (n.d.). Retrieved from
https://www.tweed.com/en/our-story
● Marijuana company heads to New York Stock Exchange.
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https://www.bloomberg.com/news/articles/2019-08-15/canopy-
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cannabis-earnings/index.html
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https://edition.cnn.com/2019/02/15/investing/canopy-growth-
cannabis-earnings/index.html
https://www.bloomberg.com/features/2019-canopy-cannabis-
bruce-linton-canada-weed/
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bruce-linton-canada-weed/
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bruce-linton-canada-weed/
https://wtop.com/business-finance/2018/10/marijuana-company-
heads-to-new-yor
k-stock-exchange/
● Our Story. (n.d.). Retrieved from
https://www.canopygrowth.com/about/
● Corporation, C. G. (2018, December 23). Tweed Marijuana
Inc. Renamed Canopy
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https://www.newswire.ca/news-releases/tweed-marijuana-inc-
renamed-canopy-gr
owth-corporation-528475771.html
https://wtop.com/business-finance/2018/10/marijuana-company-
heads-to-new-york-stock-exchange/
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heads-to-new-york-stock-exchange/
https://www.canopygrowth.com/about/