PHASE 1: Company and Market Analysis

1.1 Company Analysis

Company name: __Hudson Bay______________________________

Company Analysis in Canada

Company overview  Point form encouraged




Mission statement

Financial info.

Target market

Products/services

Other elements of
marketing mix

Competitive Competitor A: ______

landscape


Competitor B: ______

 … etc.

Supply chain

Corporate social
responsibility

Past international
expansions
1.2 Foreign Market Analysis

Country A: ________________________________________
Briefly explain why you selected country A as potential candidate for expansion:

Market overview 



Political
environment

Regulatory
environment

Economic
environment

Cultural Similar to Canadian culture Different from Canadian

environment culture

 


Technological
environment

International trade
profile

Competitive Competitor A: ______

landscape


Competitor B: ______

 … etc.

Consumer
behavior
Sustainability
profile (optional)

Natural
environment
(optional)

Country B: ________________________________________
Briefly explain why you selected country A as potential candidate for expansion:

Market overview 



Political
environment

Regulatory
environment

Economic
environment

Cultural Similar to Canadian culture Different from Canadian

environment culture

 


Technological
environment

International trade
profile

Competitive Competitor A: ______

landscape


 Competitor B: ______

 … etc.

Consumer
behavior

Sustainability
profile (optional)

Natural
environment
(optional)

1.3 Comparative analysis

Which country do you choose for international expansion: ___________________

Provide 5 reasons for choosing the specific country identified above. i.e., Clearly
present the rationale justifying your selection.

1.

2.

3.

4.

5.

Describe 2 potential challenges the company might face when expanding to the
selected country, and draft a contingency plan to address the challenges.

1. [potential challenge] [proposed contingency plan]

2.
PHASE 2: Market Entry Strategy

2.1 Select Entry Mode: ______________________________

Provide 5 reasons for choosing the specified entry mode. i.e., Clearly present the
rationale justifying your selection.

1.

2.

3.

4.

5.

Describe 2 potential challenges the company might face with the selected entry
mode, and draft a contingency plan to address the challenges.

1. [potential challenge] [proposed contingency plan]

2.

Describe the entry mode:

2.2 Select Strategy / Positioning

Identify company’s positioning: __________________________

Provide a detailed account of how the company plans to achieve this positioning.

2.3 Comprehensive Marketing Plan

Strategies for Foreign Market

Consumer market 



Positioning and Positioning:

competitive Competitive advantage:
advantage

Products / Standardized strategy Adapted strategy

services
 
 
Justify: Justify:

Pricing [Standardized strategy] [Adapted strategy]

Justify: Justify:

Distribution [Standardized strategy] [Adapted strategy]

Justify: Justify:

Communication [Standardized strategy] [Adapted strategy]

 Justify: Justify:

2.4 Ethical Consideration

Identify one potential ethical issue the company might face during the expansion
process, and describe the ethical dilemma.

Identify a viable solution to the ethical dilemma.

Why is sustainability and social responsibility important in business?