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Instructions: After successfully graduating from GW, you start a consulting comp

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After successfully graduating from GW, you start a consulting company
with a couple of investors. Although your firm covers different areas,
including government relations, the fact that GWSB has consistently
ranked at the top in international business in the last few years has
helped you score great advising projects on foreign expansion. This is
one case of such an exciting portfolio of firms.
Canadian company Canopy Growth Corporation has hired your firm to help
them go abroad. They have been planning a foreign-market entry for two
years and they want to pull the plug. Canopy is focusing on an aggressive
expansion on a short timeline: your specialty.
During a two-week period, you will be working closely with Canopy’s CEO
Bruce Linton. As excited and committed Mr. Linton is, he lives by the
minute and requires well-structured and concise information. Canopy has
compiled data for you, but they are unclear on how to use said data.
That’s not a problem for you because your second-best specialty is
transforming data into relevant information. In addition, you know a few
frameworks to help you come up with relevant questions and answer them
After a board meeting with Canopy’s C-suite, you and your partners
identify the cardinal questions and information that you will be covering
in your memorandum to Mr. Linton. These are the only questions that will
define Canopy’s choice:
1. Core competences. What are Canopy’s characteristics that are or
can become core competences? Do they past the three tests?
2. Why go abroad? You know very well that this implies an understanding
of two related elements:
a. What are the driving factors of performance in the Canada’s
cannabis industry? You will be using the Porter’s Diamond for
it. And then:
b. What is (are) the motive(s) for expansion? ADDING framework
will guide you here. Of importance: you do not need to list
every single ADDING motive, only the one(s) behind Canopy’s
3. Where to go? You will be building a CAGE framework with the
countries mentioned in the case.
4. What to do? Recommend to Mr. Linton whether Canopy should stay in
Canada and aim for domestic growth or international growth.
Pursuing both may or may not be efficient given i) Canopy’s
resources and ii) the trends in the global industry. It is your
As customary for these types of projects, you will be producing a
memorandum of no more than 2,000 words with 1.5 spacing, and Times New
Roman, font 12. The space is limited, make every word count.
If you include graphs and/or tables, these do not count against the

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