CCM Hockey: The Re-Launch of the U+ Pro Skate Assignment

1. Provide a summary of the case. What are the major issues that are present in this case. How did CCM Hockey's brand heritage impact and/or influence the issues that are presented?

2. What are the factors that drove customers to the brand? What made them distinct relative to their competitors. What are the issues that specifically led to the trust issues that arose with respect to CCM Hockey. 

3. Design a strategy that will help CCM to further Identify and Differentiate their customers. Now, design a strategy that allows them to Interact and Customize the experience/treatment of those different segments. 

4. Review the Trust Equation. What can the organization specifically do in order to regain the trust that might have been lost as a result of the initial product issues associated with the launch? Be sure to be specific about each of the factors of the equation.

5. What is the major decision facing CCM? What recommendations would you make to CCM regarding their new strategy, and the execution for the U+Pro?