{"id":205,"date":"2024-07-24T18:11:03","date_gmt":"2024-07-24T18:11:03","guid":{"rendered":"https:\/\/www.huronresearch.ca\/mos-cases-staging\/?post_type=project&p=205"},"modified":"2026-08-10T19:19:32","modified_gmt":"2026-08-10T19:19:32","slug":"goparity-canada","status":"publish","type":"project","link":"https:\/\/www.huronresearch.ca\/mos-cases\/project\/goparity-canada\/","title":{"rendered":"Goparity Canada: The Marketing Dilemma"},"content":{"rendered":"
\n
\n
\n
<\/span><\/div>\n\n

Summary:<\/h2>\n
\n
\n
\n

Goparity Canada (GPC) was a Canadian branch of European impact finance platform Goparity. Founded by Western alumni Emily Mercy, Blake Bunting and Elliot Warner, GPC launched in Canada in 2023, with investments across Ontario, Manitoba, British Columbia, and Nova Scotia. GPC allowed everyday investors to fund Canadian businesses focused on sustainability projects. With a rapidly growing investment market, Mercy, Bunting and Warner had to make key decisions to ensure GPC could make sustainable finance more accessible for all. GPC aimed to expand into all provinces across Canada and needed a clear marketing strategy to achieve this growth. Students must identify a specific consumer group that best aligns with the company's capabilities and external environmental factors such as competitors, consumers and industry trends to develop a marketing plan that aligns product, promotion, place and price strategy. This marketing case is designed for introductory business classes at the undergraduate level.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n

Download<\/a><\/div>\n<\/div>\n\n
\n

Goparity Canada: The Marketing Dilemma<\/h1>\n

Author: Richard S. Bloomfield<\/p>\n

Category:<\/h2>\n

Marketing<\/p>\n

Preamble:<\/h2>\n

This note was edited by Kira Hatanaka, Katie Oates, Shahin Pardhan, and Sachin Sharma. Final production of this case was done by Ryan Rabie from the Library and Learning Services team at Huron University. The authors' intent for this material is to be used in a classroom or other management learning settings. Names or other identifying information may be altered to protect confidentiality.<\/em><\/p>\n

Published 07-24-2024<\/strong><\/p>\n

Copyright:<\/h3>\n

This content is freely available without charge to readers and their institutions. All content is published under the Creative Commons License, Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0<\/a>). Readers are allowed to read, download, copy, distribute, print, search, or link to the full texts of this case without seeking prior permission from the author(s).<\/em><\/p>\n<\/div><\/div>\n\n

Keywords<\/h3>\n

High Growth, Target Market, Promotion, Market Strategy<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":402,"featured_media":447,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"project_category":[67,32],"project_tag":[43,50,55,59],"class_list":["post-205","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-cases","project_category-marketing","project_tag-high-growth","project_tag-market-strategy","project_tag-promotion","project_tag-target-market"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t