Expanding Golf Retail Company to Canada

Description of chosen business product Travis Matthew Apparel brand Proposed NEW international market Canada Business motivation and reasoning for WHY expanding to this new international market is a wise business choice Currently in Canada and around the world their is a boom in the golf industry, and I want to scale a golf apparel company      Country Background Brief economic history and current business climate as it relates to your company and product Currently the golf industry is in a boom Key regional and world organizations and relationships and how that affects your new international expansion Summary of the country legal, economic and political systems and how that affects your new international expansion  Economic Analysis Country Currency, exchange rate strengths, risks, volatility (what impact with this have on business?) Quotas, tariffs, taxes and/or cost/barriers to market entry          Cultural Analysis Population and key demographics as it relates to your specific target market Social or cultural issues that impact the success of the new business venture  Legal and Political Analysis Description of current Government and Political System Stability of the Political system and the attitudes toward global business Legal environment including liability, patent/trademark/copyright, business ownership Foreign Investment environment including Political attitudes, legal ownership, regulations Reaction to Investment by local firms, citizens and other global companies    Product Product Description – including packaging, features, benefits, functionality, quality International Expansion Strategy (see figure 12.9 in your textbook) global standardization strategy, a localization strategy, a transnational strategy, and an international strategy Plans to adapt the global brand and product to the new local market Intellectual property protections and product liability issues Product range: total, core and auxiliary product Target Market/Market Segments Target Customer Market Segment Brand Positioning (what you are to whom) Market Share/Market Growth  Foreign Market Entry Strategy Exporting, Licensing, contract manufacturing, Franchising, FDI, partnerships (Which will you use, why?) Distribution strategy – retail, direct, distributors, channel marketing (Which do you choose, why?) Product Sourcing and Transportation strategy (How and where we move the product?  What is our delivery time?  What is our delivery cost?) Organization and staffing strategies              Competitive Analysis Overall competitive situation, knowledge of industry, product in the new market Competitors both local and global companies, products, retailers, buying patterns Competitive advantage, appeal of your company in new market Local Market environment for promotions, advertising, service, and retail  Marketing and Promotion Advertising, Media and Internet strategies (How do you package the product, why?  Where do you advertise, TV, radio, Internet, newspaper, social media?  How do you promote the product?  What is the theme and message in our advertisements?) Promotion strategies including price discounts, packaging, sampling, etc. Retail environment or direct to consumer strategies and communications Product Price (What is the cost?  What is the pricing objective/strategy? How much do we charge, why?)  Risk Assessment Political, legal and economic risks – potential challenges for your new venture Culture and Marketing – how will you adapt your brand, product, creative, marketing Organization and staffing challenges and keys to success Potential Impact on your products home and existing international markets  Final Recommendations and Conclusions Summarize your future potential and the new international opportunity Highlight the keys to success Present final recommendations and next steps necessary to execute your proposals Discuss the potential impact on your business, brand at home and current global markets .

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