Anna Simoes and Lindsey Cowan

Professor Woodall

MKT360- Consumer Behavior

For our Consumer Behavior class, the product we decided to research is the Dyson

Airwrap. Dyson was originally a company that sold different styles of vacuums, but has recently

broken into the beauty industry and is manufacturing the Dyson Airwrap and other hair tools in

Singapore (You, 2018). The company mission of Dyson is “efficiency” and “building a future of

engineers” (Dyson, 2022). They value innovation and creating products that are sustainable and

limit waste produced. The modernized and advanced hair dryer that came to the market in 2018

by Dyson differs from their vacuums, however it follows their mission statement, innovative

mindset, and some technical similarities. The product comes with curling and smoothing

attachments and is known to be an all-in-one product that “styles while drying” (Dyson, 2022).

We will be expanding the Dyson Airwrap into Canada. Canada is a country located in

North America with ten provinces and three territories. They share a border with the United

States and stretch across the entire width, going from the Atlantic Ocean to the Pacific Ocean

and into the Arctic Ocean. It is the world’s second largest country based on the total area,

however there are many parts of Canada that have very few if any people. The harsh weather

conditions in the north contribute to the population distribution of the country. We conducted a

PESTLE analysis, looking at the political, economic, social, technological, legal, and

environmental elements of Canada to give us a broad understanding of the country. Using these

different factors, we hope to find that this country is a good way to expand the Dyson Airwrap

and learn more about where it will be sold. 

 Canada has a Federal Parliamentary Democracy and Constitutional Monarchy. A

Constitutional Monarchy traditionally has a Queen or King as the Head of the State with a Prime

Minister under them. Although the hierarchy is the Queen or King at the top, the Prime Minister

is the leader that makes most of the decisions about laws, policies, and regulations in the country,

also making them a type of democracy (Britannica, 2022). Canada is under the British Crown,

making Queen Elizabeth the Queen of Canada as well as Queen of England. Separate from the

royal family is The House of Commons, which is arguably the most influential and important

aspect of Canada’s politics. The House of Commons “has 338 elected members, known as

members of parliament (MPs)” (The Canada Guide, 2022). Canada also has the Canadian Senate,

with 105 seats, but doesn’t have much importance or power. There is also a cabinet run by the

Prime Minister called the Federal Ministry with the Prime Minister's favorite MPs, helping to

make important decisions and assist the Prime Minister. 

There are some similarities between America and Canada when it comes to political

parties involved in democracy. There is a two-party system, with most of the support going to

either the left (liberal) or the right (conservative). There is also a far left party called New

Democratic Party (NDP), Green Party, and Bloc Québécois, supporting the separation of the

“French-speaking province of Quebec…from Canada to create its own country” (Canada Guide,

2022). Each party has a head of the party and party members that vote on the leader and

candidates to vote on amendments and internal problems. The party with the second most seats

or votes is the Official Opposition that has the chance to debate the chosen party multiple times a

week in front of the public (Canada Guide, 2022).

Canada has a market oriented economic system, “organized so that companies, prices,

and production are controlled naturally by the demand for goods and services rather than by
government” (Cambridge Dictionary). Canada leans more towards a free market system, with the

government controlling just some of their services. With the economy in Canada, prices tend to

be high due to the lack of competition and it also causes higher taxes. There is also higher

taxation to redistribute the wealth, which is a special tax treatment for money earned from

previously collected wealth. There has also been solid economic growth in Canada from 1993-

2007 (CIA Factbook). Canada is also the largest foregin supplier of energy to the US which

consists of oil, natural gas and electrical power. There has been a decline in unemployment in

Canada within the last few months, as the economy has been more stimulated with the decline of

COVID-19 and an increase in the number of people working. 

The North Atlantic Free Trade Agreement (NAFTA) includes America, Canada and

Mexico, and allows for more trade to occur within these North American countries. This overall

helps to stimulate the economy which includes opening up new export opportunities and helps

attract significant foreign investment. They are also part of the North Atlantic Treaty

Organization (NATO), which is an alliance between Canada and multiple other countries

including America (Britannica, 2022). This alliance relates to a political and military alliance

formed to create stability within North America and to create a safeguard for the freedom of its

people. Canada was a founding member of NATO and it has been a major foundation for their

defense and security policy. Overall, NATO benefits Canada by creating peace and security

within the country and helps the economy as a whole with trading and exchanging goods. 

Canada has a population of 37,943,231 and a population growth rate of .77% (CIA

Factbook, 2022). For our product, the Dyson Airwrap, the prime age that would purchase our

product is the range of 25-54 which makes up 39.81% of the population. Canada is extremely

diverse with not one single national culture. 32.2% of the population is Canadian, 18.2% is
English, 13.9% is Scottish and 13.6% is French (CIA Factbook, 2022). There are a lot of

different ethnicities and cultures in one large place. There is a big French influence in Quebec

and New Brunswick. The influences from these European countries, specifically French and

British as well as from indigenous people. Some core values in Canada are equality, respect for

different cultures and safety and peace (Britannica, 2022). These values are very important to

Canadian culture since it keeps them united and allows them to have such a positive reputation

compared to other countries around the world. 

Canada has a lot of advanced technology and it is growing each and every day. As a

country, they have provided technological incentives, and created the Scientific Research and

Experimental Development (SR&ED) program to give income-tax credits. It also allows

“refunds for expenditures on eligible Research & Development (R&D) activity in Canada”

(Invest in Canada, 2020). Some examples of this incentive would be operations research, testing,

data collection and Psychological research. Canada also has the Strategic Innovation Fund (SIF)

which helps business investments in Canada’s innovative and powerful sectors by supporting

activities within a business. Research and Development projects, firm expansion, global-

investment attraction and collaborative technology demonstration projects. These are beneficial

technological incentives that Canada has to offer to their country. 

Next, with technological innovation, Canada is seen as one of the most innovative

countries in the world. Canada developed a “Budget 2018” which is the next step in their

innovation and skills plan as they work to transform Canada’s innovation programs and to help

support Canada’s innovators. There are many different services and programs developed in this

plan. The first is the Canadian Trade Commissioner Service which is described as, “one of the

four flagship platforms supporting innovation with a focus on providing the customized support
needed by Canadian businesses to succeed and grow” (Invest in Canada, 2020). The next

program is the Trade Commissioner Service’s Business Women in International Trade (BWIT)

which is explained as, “program received extra funding to better connect businesses owned by

women with international market opportunities, including to help Indigenous women” (Invest in

Canada, 2020). Lastly, new investments have been made to help with the researchers and

scientists which include creating a Digital Research Infrastructure Strategy to tackle big data.

Another investment is “to create a new tri-council fund to support research that is international,

interdisciplinary, fast-breaking and higher-risk to accelerate Canada’s transition to a more

modern approach to research” (Government of Canada). 

Understanding the environment is an important part of any country to ensure humans are

taking care of the planet and that the country's environment is providing for people.

Environmental degradation and climate change have been an increasing concern around the

world and in Canada it is no different. The major environmental issues are “metal smelting, coal-

burning utilities, and vehicle emissions leading to air pollution (CIA Factbook, 2022). Canada

has also been experiencing climate change, specifically seeing an “increase in rainfall which

could lead to rising sea-levels” (Climate Reality Project, 2022). There have also been recent

reports of extreme weather, where wildfires have broken out and caused damage to forests and

houses. The northern 2/3rds of the nation has very cold winters and short cool summers. Since

Canada is so large, there are areas that are extremely cold in the winter months and very difficult

to live and survive in. However, the major cities and more populated areas in the south have cold

winters and warm summers. The climate in Southern Ontario and Quebec are similar to

America's Midwest, but on the cooler side (Britannica, 2022). There are environmental policies

and plans through the government that have attempted to minimize the damage or create plans
for the growing concern of climate change. These include, Pollution Prevention Planning,

Environmental Emergency Plans, and policies to reduce and eliminate pollutants (Canada, 2022).

Canada has many laws established that relate to discrimination, antitrust, employment

and consumer protection. They have a Supreme Court which consists of nine justices, where

their decisions are based on Canadian laws. Within their legal system, there are many unwritten

and written acts, customs and judicial decisions. They also have a common law system, which is

unwritten laws based on legal precedents to make future decisions in courts. Quebec is the

exception, as they use civil law, taking influences from French core principles and written laws

that create a framework to follow (Canada Guide, 2022). This is all solely based on French civil

codes and amendments that have been proposed by either the House of Parliament or provincial

legislative assemblies. (CIA Factbook). Within the legal system, votes are collected in order to

successfully make amendments. Canada’s government officials are always trying to find ways to

improve laws when they are constantly examining them. Canada’s System of Justice shares, “We

as Canadians need to decide what we want from the law and then make sure it reflects those

wishes. Everyone has the right to work toward changing the law” (Canada’s System of Justice,

2022). This shows that everyone in Canada has a say in what laws should be established and

what needs to be done to make a beneficial change. Overall, there are many laws that are created

for the betterment of the country and these decisions made are supposed to keep people safe and

protect them. 

Overall, after researching our product, the Dyson Airwrap, we think that Canada will be a

great fit for us to expand our product. After examining the political, economic, social,

technological, environmental and legal aspects of the country, it shows us how we can

successfully sell our product in this country. Canada is a very strong and powerful country with
great technology advancements as well as beneficial economic growth. There are also

similarities between America and Canada, with the two countries even sharing a border. With the

success that has been found in America, it seems like a smart option to move internationally to a

country that has similarities.

 References

CIA Factbook. (2022, March). Explore All Countries- Canada. Central Intelligence Agency.

Retrieved April 10, 2022, from

https://www.cia.gov/the-world-factbook/countries/canada/#people-and-society

The Climate Reality Project. (2021, January 25). How is climate change affecting Canada?

Climate Reality. Retrieved April 10, 2022, from

https://www.climaterealityproject.org/blog/how-climate-change-affecting-canada

Trading Economics. (2022). Canada unemployment RateMarch 2022 data. Canada

Unemployment Rate - March 2022 Data - 1966-2021 Historical - April Forecast.

Retrieved April 10, 2022, from https://tradingeconomics.com/canada/unemployment-rate

Canadian Visa. (2021, May 12). Canadian culture: Life in Canada. https://canadianvisa.org.

Retrieved April 10, 2022, from https://canadianvisa.org/life-in-canada/culture

Canada Guide. (2022, February 4). Political parties. The Canada Guide. Retrieved April 10,

2022, from https://thecanadaguide.com/government/political-parties/

Britannica. (2022). Canada. Encyclopædia Britannica. Retrieved April 10, 2022, from

https://www.britannica.com/place/Canada

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https://www.canada.ca/en.html

Government of Canada, D. of J. (2022, March 30). Home Page - Department of Justice. Canada.

Retrieved April 10, 2022, from https://justice.gc.ca/eng/

Technology. Invest in Canada. (2020, August 1). Retrieved April 10, 2022, from

https://www.investcanada.ca/industries/technology 
Canada, G. A. (2019, November 21). Canada's innovation strengths and priorities. GAC.

Retrieved April 10, 2022, from https://www.tradecommissioner.gc.ca/innovators-

innovateurs/strategies.aspx?lang=eng 

Market-oriented. MARKET-ORIENTED | definition in the Cambridge English Dictionary.

(n.d.). Retrieved April 10, 2022, from

https://dictionary.cambridge.org/us/dictionary/english/market-oriented