Name:

Course code:
Date:

Assignment #1: Signing Up

Due Week 2
Worth 10% of final grade

1. Information on the case study (3 marks)

Case study title: Greenhouse: From Local Startup to National Beverage Business
Case study link:
Company name: Greenhouse
Company website: https://www.greenhouse.ca
Product/service: The Greenhouse provides customers with a wide range of cold-pressed,
organic beverage.
3 export markets/countries: #1 United States #2United Kingdom #3 Australia
Potential buyer(s) B2C, B2B or B2G: Potential buyers for the Greenhouse products can
include both B2B (retailers, distributors, etc.), B2C (Individual consumers and customers

2. Export markets/countries (2 marks)

Explain your 3 choices of export markets/countries (choose the 3 markets/countries that you
know the most). The instructor will assign one market after grading this assignment.
United States: The US has a diverse and large consumer market with a reliable market for
healthy and organic beverages. Greenhouse can leverage its previous success in the Canadian
Market to expand into the neighboring US market.
United Kingdom: The UK has an increasing health conscious client base and an established
market for organic products. Therefore, the Greenhouse has an opportunity to tap into the
European Market.
Australia: Australia has a considerable awareness for the wellness and health trends, which
makes it a favorable market for cold-pressed beverages and organic drinks. Besides, the
country’s proximity to the Asia-Pacific Market can offer the company a chance of potential
business expansion.

3. Initial sources of information (3 marks)

What are your initial sources of information on your product/service and #1 choice of market
(at least 4 using EDC, TCS, #1 foreign sources and others, plus company website and case
study link, total at least 6)? List them in alphabetical order using APA format.

About exporting. (n.d.). About exporting | How to export | EDC. About Exporting.

https://www.edc.ca/en/about-exporting.html

Greenhouse Juice Co. (n.d.). Greenhouse. https://www.greenhouse.ca/

Our solutions. (n.d.). EDC solutions | Export Development Canada. Our Solutions.

https://www.edc.ca/en/solutions.html

4. Data collection (2 marks)

Using the concept of tacit and explicit knowledge, discuss how you will need to use your own
experience on the product/service and market (tacit knowledge) and existing data and
information (explicit knowledge) to complete the Intelligence Report and the Research
Project to assist the company to export to the selected market.