CCM Prepares to Thrive Amid Economic Uncertainty through Resilient Strategies

The article discusses the challenges faced by CCM, a Canadian company that manufactures hockey equipment. Despite being the fastest-growing company in the industry, CCM faces stiff competition and limited organic growth opportunities. To address this, the company’s CEO, Blackshaw, has developed a new marketing campaign called "All Out" aimed at increasing market share.

CCM’s research suggests that hockey players are highly focused on performance and attach little importance to the brand outside of the rink. The company aims to change this perception by promoting its products as more than just functional gear, but also as a statement about social values such as diversity and inclusivity.

Blackshaw has also acknowledged the impact of climate change on the business, particularly in terms of reduced outdoor ice rinks. He has expressed concerns about housing affordability and social inclusion, recognizing that these issues are interconnected with business decisions.

CCM’s supply chain is heavily reliant on China, which has been affected by US tariffs imposed under President Trump’s trade policies. The company has absorbed the costs of the tariffs so far but may need to raise prices if they persist, which could have negative consequences for sales and market share.

Overall, the article highlights the challenges faced by CCM in navigating a rapidly changing business environment characterized by declining organic growth opportunities, increasing competition, and shifting consumer preferences.