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Company > Aurora Cannabis Inc: Business Model, SWOT Analysis, and Competitors 2023

Aurora Cannabis Inc: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 23, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Aurora Cannabis Inc., a leading player in the cannabis industry. As we fast forward to 2023, we will explore how Aurora's business model has evolved and adapted to the changing market dynamics. Additionally, we will conduct a comprehensive SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. Finally, we will examine the competitive landscape to understand how Aurora stacks up against its rivals in the cannabis market.

    What You Will Learn:

    • Who owns Aurora Cannabis Inc and the key stakeholders involved in the company.
    • The mission statement of Aurora Cannabis Inc and how it guides their strategic decisions.
    • How Aurora Cannabis Inc generates revenue and the different business segments that contribute to their financial success.
    • An explanation of the Business Model Canvas for Aurora Cannabis Inc, highlighting the key components and how they interconnect.
    • The main competitors of Aurora Cannabis Inc and an analysis of their competitive landscape.
    • A comprehensive SWOT analysis of Aurora Cannabis Inc, examining their strengths, weaknesses, opportunities, and threats in the current market.

    Who owns Aurora Cannabis Inc?

    Major Shareholders

    Aurora Cannabis Inc. is a publicly traded company, which means that its ownership is distributed among numerous shareholders. However, there are several major shareholders who hold significant stakes in the company.

    One of the largest shareholders of Aurora Cannabis Inc. is Vanguard Group Inc., an American investment management company. As of the latest available data, Vanguard Group Inc. owns approximately 9.89% of the company's outstanding shares. This makes Vanguard Group Inc. one of the top institutional investors in Aurora Cannabis Inc.

    Another major shareholder of Aurora Cannabis Inc. is BlackRock Inc., a global investment management corporation. BlackRock Inc. holds a substantial stake in the company, with ownership of around 8.53% of the outstanding shares. Like Vanguard Group Inc., BlackRock Inc. is a prominent institutional investor in the cannabis industry.

    T. Rowe Price Associates, Inc., an American investment management firm, is also among the major shareholders of Aurora Cannabis Inc. As of the latest data, T. Rowe Price Associates, Inc. holds approximately 6.59% of the outstanding shares of the company. This further demonstrates the confidence institutional investors have in Aurora Cannabis Inc.

    Insider Ownership

    In addition to institutional investors, it's important to consider insider ownership when discussing who owns Aurora Cannabis Inc. Insiders include company executives, directors, and other individuals closely associated with the company.

    Terry Booth, the co-founder and former CEO of Aurora Cannabis Inc., is a significant insider shareholder. As of the latest information, Booth owns approximately 0.15% of the outstanding shares of the company. His position as a founder and former CEO highlights his commitment to the success of Aurora Cannabis Inc.

    Furthermore, other executives and board members of Aurora Cannabis Inc. also hold insider ownership stakes in the company. These individuals have a vested interest in the company's performance and are actively involved in strategic decision-making.

    Retail Investors

    Apart from institutional investors and insiders, retail investors also play a crucial role in Aurora Cannabis Inc.'s ownership structure. Retail investors are individual investors who buy and hold shares of the company through brokerage accounts.

    The ownership distribution among retail investors is quite extensive, as Aurora Cannabis Inc. is a popular investment choice in the cannabis industry. Many individuals who believe in the potential growth of the cannabis market have invested in the company, contributing to its diverse ownership structure.

    As a publicly traded company, the ownership of Aurora Cannabis Inc. is constantly evolving. Shareholders can buy or sell their shares, leading to changes in the ownership percentages of various entities. It is important for investors and stakeholders to stay updated on the latest ownership information to make informed decisions regarding their investments in Aurora Cannabis Inc.

    What is the mission statement of Aurora Cannabis Inc?

    The Mission Statement of Aurora Cannabis Inc

    Aurora Cannabis Inc, one of the leading cannabis companies globally, has a clear and concise mission statement that reflects its commitment to improving people's lives through the power of cannabis. Their mission statement can be summarized as follows:

    "To redefine cannabis and its possibilities by creating innovative products, conducting groundbreaking research, and providing exceptional customer experiences, all with the goal of enhancing well-being and enriching lives."

    The mission statement of Aurora Cannabis Inc highlights their dedication to not only producing high-quality cannabis products but also pushing the boundaries of what cannabis can offer. By aiming to redefine cannabis, the company demonstrates its ambition to challenge traditional perceptions and unlock new possibilities for the industry.

    Aurora Cannabis Inc places great emphasis on innovation, recognizing that this is a key driver of growth and progress in the cannabis sector. Through their commitment to creating innovative products, they strive to deliver unique and effective solutions that cater to the diverse needs of their customers.

    In addition to product innovation, Aurora Cannabis Inc is dedicated to conducting groundbreaking research. By investing in research and development, they aim to advance the understanding of cannabis and its potential applications. This commitment to scientific exploration not only allows them to develop cutting-edge products but also contributes to the overall knowledge and advancement of the entire cannabis industry.

    Exceptional customer experiences are at the core of Aurora Cannabis Inc's mission. They understand that customers are the foundation of their success, and thus, they prioritize providing exceptional service and support. By fostering positive interactions and building strong relationships with their customers, they strive to ensure that each individual's experience with their products is enjoyable, informative, and beneficial.

    Ultimately, the mission statement of Aurora Cannabis Inc reflects their overarching goal of enhancing well-being and enriching lives. By harnessing the power of cannabis, they aim to improve the lives of individuals by offering them safe, reliable, and effective solutions for various health and wellness needs.

    In summary, Aurora Cannabis Inc's mission statement encapsulates their commitment to redefining the cannabis industry through innovation, groundbreaking research, exceptional customer experiences, and the ultimate goal of enhancing well-being and enriching lives.

    How does Aurora Cannabis Inc make money?

    Sales of Cannabis Products

    Aurora Cannabis Inc primarily generates revenue through the sale of various cannabis products. The company cultivates, harvests, and processes cannabis plants to produce a wide range of offerings, including dried cannabis flower, cannabis oils, softgel capsules, and pre-rolled joints. These products are sold to both medical and recreational cannabis consumers.

    Medical Cannabis Sales

    A significant portion of Aurora Cannabis Inc's revenue comes from the sale of medical cannabis products. The company has established itself as a trusted supplier of medical cannabis globally, providing relief to patients suffering from various conditions such as chronic pain, multiple sclerosis, and epilepsy. Aurora's medical cannabis products are available in different forms and potencies to cater to the diverse needs of patients.

    Recreational Cannabis Sales

    With the legalization of recreational cannabis in several countries and regions, Aurora Cannabis Inc has tapped into the growing market of non-medical cannabis consumers. The company offers a range of recreational cannabis products that are designed to provide an enjoyable and safe experience for adult users. These products are sold through licensed retail outlets, online platforms, and government-operated cannabis stores, generating a substantial portion of Aurora's revenue.

    International Expansion

    Aurora Cannabis Inc has strategically expanded its operations beyond the domestic market, aiming to capitalize on the global demand for cannabis products. The company has established subsidiaries and partnerships in various countries, including Germany, Australia, and Denmark, to access international markets. By exporting their cannabis products and entering into supply agreements with international distributors, Aurora generates revenue from the sale of their products in these regions.

    Ancillary Services and Partnerships

    In addition to direct sales, Aurora Cannabis Inc also generates revenue through ancillary services and partnerships. The company has entered into collaborations with other businesses in the cannabis industry to offer complementary services such as cannabis research, product development, and distribution logistics. These partnerships not only provide additional sources of revenue but also contribute to the overall growth and development of Aurora's operations.


    Aurora Cannabis Inc generates its revenue through various channels, primarily focusing on the sale of cannabis products in both medical and recreational markets. With its international expansion, the company aims to tap into the global demand for cannabis, further increasing its revenue streams. Additionally, ancillary services and strategic partnerships contribute to Aurora's overall revenue generation and enhance its position in the cannabis industry.

    Aurora Cannabis Inc Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps organizations analyze and develop their business models. It provides a visual representation of how a company creates, delivers, and captures value. Developed by Alexander Osterwalder and Yves Pigneur, the canvas consists of nine key building blocks that form the foundation of a business model.

    Key Building Blocks of Aurora Cannabis Inc's Business Model Canvas

    1. Customer Segments: Aurora Cannabis Inc primarily targets medical and recreational cannabis consumers. They cater to a wide range of customers, including patients with chronic illnesses, individuals seeking recreational cannabis products, and wholesale buyers such as dispensaries and other businesses.

    2. Value Proposition: Aurora Cannabis offers a diverse range of cannabis products with varying THC and CBD concentrations, ensuring they meet the unique needs and preferences of their customer segments. They focus on quality, innovation, and consistency, providing customers with a reliable and enjoyable cannabis experience.

    3. Channels: Aurora Cannabis distributes its products through various channels, including online platforms, brick-and-mortar stores, and partnerships with other retail outlets. They have established a strong network of medical clinics and pharmacies for medical cannabis distribution and operate their own e-commerce platform to reach a broader customer base.

    4. Customer Relationships: Building strong customer relationships is crucial for Aurora Cannabis. They aim to provide exceptional customer service, educate consumers about cannabis products, and offer personalized recommendations based on their specific needs. They also engage with customers through social media platforms and other communication channels to create a sense of community around their brand.

    5. Revenue Streams: Aurora Cannabis generates revenue primarily through the sale of cannabis products. This includes revenue from medical cannabis sales, recreational cannabis sales, wholesale transactions, and partnerships with other cannabis brands. They also generate revenue through licensing and intellectual property agreements in domestic and international markets.

    6. Key Activities: Aurora Cannabis is involved in various key activities, including cannabis cultivation, production, and processing. They focus on research and development to enhance their product offerings and invest in marketing and branding initiatives to create awareness and drive sales. Regulatory compliance, supply chain management, and strategic partnerships are also key activities for the company.

    7. Key Resources: The key resources for Aurora Cannabis include their cultivation facilities, production facilities, research and development capabilities, distribution networks, and human capital. They have established partnerships and collaborations with industry experts, research institutions, and technology providers to leverage their resources and stay at the forefront of the cannabis industry.

    8. Key Partnerships: Aurora Cannabis has formed strategic partnerships with other cannabis companies, research institutions, and healthcare providers. These partnerships enable them to access new markets, enhance their product portfolio, and leverage expertise in research and development. They also collaborate with technology providers to streamline their operations and improve efficiency.

    9. Cost Structure: Aurora Cannabis incurs costs related to cultivation, production, research and development, marketing and branding, distribution, and regulatory compliance. They also invest in technology, infrastructure, and human resources. Managing these costs effectively is crucial to maintaining profitability and sustainable growth.


    Understanding Aurora Cannabis Inc's business model canvas provides valuable insights into how the company creates and delivers value to its customers. By analyzing each building block, we can gain a comprehensive understanding of their operations, revenue streams, and key activities. This knowledge is crucial for investors, industry professionals, and enthusiasts looking to navigate the rapidly evolving cannabis industry.

    Which companies are the competitors of Aurora Cannabis Inc?

    Competitors in the Cannabis Industry

    The cannabis industry is rapidly growing, and Aurora Cannabis Inc. faces stiff competition from several other prominent companies. Here are some of the key competitors of Aurora Cannabis Inc.:

    1. Canopy Growth Corporation: Canopy Growth is one of the largest and most well-known cannabis companies globally. With a strong presence in both the Canadian and international markets, Canopy Growth offers a diverse range of cannabis products and boasts a robust distribution network. The company's strategic partnerships and acquisitions have solidified its position as a formidable competitor for Aurora Cannabis Inc.

    2. Tilray Inc.: Tilray is another major player in the cannabis industry, specializing in medical cannabis and pharmaceutical-grade products. With a focus on research and development, Tilray has established itself as a leader in the medical cannabis space. The company's strong international presence and partnerships with global pharmaceutical companies make it a direct competitor to Aurora Cannabis Inc.

    3. Cronos Group Inc.: Cronos Group is a vertically integrated cannabis company that operates across multiple continents. With a diverse portfolio of brands and products, Cronos Group has successfully entered various markets, including both medical and recreational cannabis. The company's emphasis on innovation and its strategic partnerships have allowed it to compete head-to-head with Aurora Cannabis Inc.

    4. Aphria Inc.: Aphria is known for its low-cost production and strong distribution network. The company's wide range of cannabis products, including oils, vapes, and dried flower, caters to both medical and recreational consumers. Aphria's focus on expanding its global presence and its commitment to sustainable cultivation practices make it a significant competitor for Aurora Cannabis Inc.

    5. HEXO Corp: HEXO is a Canadian cannabis producer that offers a diverse portfolio of products, including edibles, beverages, and vapes. The company's strategic partnerships with leading consumer packaged goods companies, such as Molson Coors, have enabled it to enter the cannabis-infused beverage market successfully. HEXO's innovative product offerings and strong brand presence pose a challenge to Aurora Cannabis Inc.

    It is important to note that the cannabis industry is highly dynamic, with new competitors emerging regularly. While these companies currently pose significant competition to Aurora Cannabis Inc., the landscape may change as the industry continues to evolve.

    Aurora Cannabis Inc SWOT Analysis


    1. Strong Brand Presence: Aurora Cannabis Inc has established itself as a leading brand in the cannabis industry, known for its high-quality products and commitment to innovation. The company has built a strong reputation among consumers, which gives it a competitive advantage over its rivals.

    2. Wide Range of Offerings: Aurora Cannabis Inc offers a diverse portfolio of cannabis products, catering to different consumer preferences and needs. This includes various strains of cannabis, edibles, oils, and vaporizers. The extensive product range allows the company to target a broad customer base and capture a larger market share.

    3. Robust Production Capacity: With multiple state-of-the-art production facilities, Aurora Cannabis Inc has a significant advantage in terms of production capacity. This enables the company to meet the growing demand for cannabis products, both domestically and internationally. The large-scale production also allows for economies of scale, reducing production costs and increasing profit margins.


    1. High Debt Levels: One major weakness of Aurora Cannabis Inc is its high debt levels. The company has taken on substantial debt to fund its expansion plans and acquire other companies. This puts a strain on its financials, as interest payments and debt servicing can eat into its profits. Moreover, the company's ability to secure additional financing may be limited due to its high debt burden.

    2. Reliance on Recreational Market: Aurora Cannabis Inc heavily relies on the recreational cannabis market, which is subject to regulatory changes and consumer preferences. Any adverse changes in regulations or shifts in consumer demand could significantly impact the company's revenue and profitability. Diversification into other segments, such as medical cannabis or CBD products, could help mitigate this weakness.


    1. Global Expansion: Aurora Cannabis Inc has the opportunity to expand its operations globally, as more countries legalize cannabis for medical or recreational use. The company can leverage its expertise in cultivation, production, and distribution to enter new markets and establish a strong presence. By being an early mover in emerging markets, Aurora Cannabis Inc can gain a competitive advantage over its competitors.

    2. Product Innovation: The cannabis industry is continuously evolving, with new products and delivery methods being introduced. Aurora Cannabis Inc can capitalize on this opportunity by investing in research and development to create innovative cannabis products. By staying ahead of the curve, the company can attract new customers and retain its existing customer base.


    1. Regulatory Risks: The cannabis industry is highly regulated, and changes in regulations can pose a significant threat to Aurora Cannabis Inc's operations. Any new regulations that restrict the sale or distribution of cannabis products could impact the company's revenue and profitability. It is crucial for Aurora Cannabis Inc to monitor and adapt to regulatory changes to mitigate this threat.

    2. Intense Competition: The cannabis industry is becoming increasingly competitive, with new players entering the market and existing ones expanding their operations. This intensifies price competition and puts pressure on profit margins. Aurora Cannabis Inc needs to differentiate itself through quality, branding, and innovation to maintain its market position and fend off competition.

    In conclusion, Aurora Cannabis Inc has several strengths that have contributed to its success in the cannabis industry. However, it also faces weaknesses and threats that require careful management. By capitalizing on opportunities and addressing weaknesses and threats, Aurora Cannabis Inc can continue to grow and maintain its position as a key player in the industry.

    Key Takeaways

    • Aurora Cannabis Inc is publicly traded, meaning ownership is dispersed among various shareholders.
    • The mission statement of Aurora Cannabis Inc is to cultivate and distribute high-quality cannabis products while advancing research and innovation in the industry.
    • Aurora Cannabis Inc generates revenue primarily through the sale of cannabis products, both in the medical and recreational markets.
    • The business model canvas of Aurora Cannabis Inc encompasses key elements such as customer segments, value proposition, channels, and revenue streams, highlighting its strategic approach to the market.
    • Aurora Cannabis Inc faces competition from other major players in the cannabis industry, including Canopy Growth Corporation, Tilray Inc, and Cronos Group Inc.
    • A SWOT analysis of Aurora Cannabis Inc reveals its strengths in terms of production capacity and global presence, weaknesses in profitability and financial performance, opportunities in international expansion and product development, and threats posed by regulatory changes and increased competition.


    In conclusion, Aurora Cannabis Inc is owned by a diverse group of shareholders including institutional investors and individuals. The mission statement of the company is to redefine the cannabis industry through innovation, quality, and value creation. Aurora Cannabis Inc generates revenue through the cultivation and sale of cannabis products, as well as through partnerships and investments in other cannabis-related businesses.

    The Business Model Canvas of Aurora Cannabis Inc provides a comprehensive overview of how the company creates, delivers, and captures value. From key activities such as cultivation, product development, and distribution, to key resources like state-of-the-art facilities and intellectual property, Aurora Cannabis Inc has built a robust and scalable business model.

    However, in the highly competitive cannabis industry, Aurora Cannabis Inc faces competition from various companies. Some of its main competitors include Canopy Growth Corporation, Tilray Inc, and Cronos Group Inc. These companies are also vying for market share and striving to establish themselves as leaders in the cannabis industry.

    To better understand Aurora Cannabis Inc's position in the market, a SWOT analysis reveals its strengths, weaknesses, opportunities, and threats. The company's strengths lie in its strong brand reputation, extensive product portfolio, and global presence. However, it also faces challenges such as regulatory uncertainties and intense competition. Opportunities for growth exist in international markets and the expanding legalization of cannabis. On the other hand, threats include changing regulations, supply chain disruptions, and the emergence of new competitors.

    In conclusion, Aurora Cannabis Inc is a prominent player in the cannabis industry, with a strong mission, a robust business model, and a competitive landscape. While the company has its strengths and opportunities, it must navigate challenges and threats to maintain its position as a leader in this rapidly evolving market.


    Can Aurora Cannabis recover?

    As an AI language model, I cannot provide real-time information or predict the future accurately. However, I can provide general insights. The recovery of Aurora Cannabis, or any company, depends on various factors such as market conditions, business strategies, regulatory changes, and overall industry developments.

    Aurora Cannabis, like other cannabis companies, has faced challenges due to a combination of factors, including regulatory issues, oversupply, pricing pressures, and slower-than-expected market growth. However, the cannabis industry is still evolving, and there are opportunities for companies to adapt and recover.

    Aurora Cannabis has made efforts to restructure its operations, reduce costs, and focus on higher-margin products. They have also expanded into international markets and invested in research and development. These measures may help position the company for potential recovery.

    It's important to note that investing in any company carries inherent risks, and the cannabis industry, in particular, is subject to various uncertainties. Before making any investment decisions, it is recommended to conduct thorough research, consider expert opinions, and consult with financial advisors.

    Why is Aurora stock so low?

    There could be several reasons why Aurora stock is currently low. Some possible reasons include:

    1. Weak financial performance: Aurora Cannabis, like many other cannabis companies, has been struggling with profitability. The company has reported significant losses in recent quarters, which has negatively impacted its stock price.

    2. Oversupply in the cannabis market: The cannabis industry has faced oversupply issues, leading to lower prices and reduced profitability for many companies, including Aurora. This oversupply has put pressure on the company's stock price.

    3. Regulatory challenges: The cannabis industry is subject to strict regulations, which can impact the growth and profitability of companies operating in the sector. Changes in regulations or delays in the legalization of cannabis in certain regions can have a negative impact on Aurora's stock price.

    4. Investor sentiment: Investor sentiment plays a significant role in stock prices. If investors have concerns about the company's performance, future prospects, or the overall cannabis industry, it can lead to a decline in the stock price.

    5. COVID-19 pandemic: The ongoing COVID-19 pandemic has had a significant impact on various industries, including cannabis. The pandemic has disrupted supply chains, impacted consumer behavior, and caused economic uncertainty, which has negatively affected Aurora's stock price.

    It's important to note that stock prices are influenced by a combination of factors, and the specific reasons for Aurora's low stock price may vary over time.

    Does Aurora Cannabis still exist?

    Yes, Aurora Cannabis still exists. It is a Canadian cannabis company that operates in both the medical and recreational marijuana markets.

    Will Aurora stock ever go up?

    As an AI, I cannot predict the future with certainty. The stock market is influenced by numerous factors, including company performance, industry trends, market conditions, and investor sentiment. The future performance of Aurora stock will depend on these variables and how the company manages its operations and growth prospects. It is recommended to conduct thorough research and analysis or consult with a financial advisor for making investment decisions.

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