Introduction:
The usage of Cannabis or Marijuana has been illegal in the country America for a very long time. Under the Federal law, the possession of Cannabis is illegal and punishable, as propounded by the Controlled Substance Act of 1970. According to this act, even the medical use of the same, in spite of containing high potential use, was banned in the country. However, in the past few years, the legalization of Marijuana, in various parts of the world, especially, the legalization of Cannabis in Canada, has influenced the legal structure of the country. Therefore, although the medical and recreational use of the Cannabis is banned, but at the state level, the use policies, regarding the usage of Cannabis, for both Medical and recreational purpose, vary greatly. The medial use of the Cannabis is legalised across 33states of the country including Columbia, and the recreational use of the same is legalised over 10 states, including Colorado, Vermont and Washington. Further, the policy is observing a rapid expansion. Recently, the state of Oklahoma, which was primarily known for its conservative nature, saw the legalization of the medical usage of Marijuana, in the year 2018 (Grant. 2016). There are three factors that explain the legalization of Marijuana.
New Adoptions Add to the Legitimacy of Marijuana Reforms:
The changes in the adoption of the policies regarding the usage of marijuana and the restrictions on the practice of the same, varies greatly from state to state. The US government has viewed that the negative outcomes of the legalization of the, marijuana law, has got lessened with time and with liberalization of the laws. Therefore, the state governments of the country is observed to have been legalising the medical laws to practice a proper care treatment for the people of the nation, and has observed that the legal changes of such kind has appeared to be more palatable and less extreme to the inhabitants of the states, which has further made conservative countries like Oklahoma, made the practice legal (Parker. 2018).
Changes over Time:
Not all medical laws’, followed by then sates of the country are similar in the manner. While, some of them have legalized the availability of the substance in the dispensaries, others have made it leak to grow them, at the home yard for the same purpose. Therefore, over time it is seen that the laws have become more restricted in some ways and less restricted in other ways (Parker. 2018). This shows that the practiced of the usage of the substance can be continued in many ways, which has furthered the adoption of the marijuana laws in many of the states of the country.
State Adoptions Lead to Pressure to Change Federal Policies
The researches on policy jurisdiction, has shown that the incorporation of the marijuana law in one jurisdiction, has influenced the changes in the policies and the adoption of the same, in the other countries as well (Parker. 2018). Therefore, the continuous adoption of the same and the changes in the state policies or the laws, have put a pressure on the federation law of the country and t5he country is seen tri have made changes in its federation law, regarding the same.
Therefore, all these have led to the expansion of the usage of the substance across the country many organizations have seen to have been marketing the products and gain extreme profits. Therefore, in the following essay, the company, Casa Verde, a start- up company, of the country America, with specialization on Cannabis industry, is reviewed and analysed and further, a Segment Analysis on the same company has been presented.
Casa Verde Capital:
Casa Verde Capital is one of the dominant capital firm in the country, with its pivotal focus on the Cannabis industry. However, along with this, the firm is also focusing upon the other related business ventures. It is a start- up company which is specialised in the Cannabis industry, and now expanding in the fields of growth capital, investments and seeds. The expansion of the industry is supported by its investments in the fields of legal “pick and shovels”. The company has also invested into the media industry, communication industry and in the technology industry, with its prime focus on content and publications. The company is also focusing upon the agricultural sector of the country, by the production and sales of raw materials. It has included a sustainable approach for this particular sector, by the production of fresh crops, which are enriched with nutrients (Grant. 2016). Casa Verde has also set its feet into the software and hardware industries and in the big data analytics. It has also expanded a lifestyle section, in various parts of the country. Further, with its focus on the health and wellness of the people of the country, the company is thriving, gaining a niche in the market. It also provides, both raw materials and finished goods or products to the dispensaries. Therefore, the business approaches included by the organization, has enabled the company to gain its own position in the market, within a few years of time.
Segment Analysis of Casa Verde:
Market segmentation refers to the process of dividing the market that the company has gained, or can gain, depending upon its potential customers and their products. In the segment analysis, the characteristics of the products of the company and the characteristics of the potential customers of the same have been analysed and discussed (Seigneur, Clarke, and Udell). On this note, the strategic policies for marketing its products and also, the market interests, needs and locations of the company is also reviewed. A segment analysis is important to be done by the companies in order to take a better strategy, and to mark its target audience.
Therefore, in the following essay, the Segment Analysis of the company has been analysed.
| United States of America | Canada | |
| Dispensaries | ||
| Cars | ||
| Vaporisers | ||
| Lifestyle | ||
| Oil | ||
| Hardware | ||
| e- Commerce | ||
| Biopharmaceuticals |
References:
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Parker, L.C., 2018. Emerald Skies Ahead: Ethics and Marketing Implications of the Cannabis Industry (Doctoral dissertation, University of Southern California).
Seigneur, R.L., Clarke, B.M. and Udell, S.D., 2018. The Cannabis Industry Accounting and Appraisal Guide: Indispensable Resources on Taxation, Financial Accounting, and the Appraisal of Cannabis-Related Intellectual Property and Business Interests. Lulu Press, Inc.
