Exchange Rate Trends:
The Canadian dollar has been consistently, slightly less valuable than the U.S. dollar for many years and is poised to stay that way. The opportunity for exchange goods and production has remained rather high for this reason. "Canadian dollars per U.S. dollar - 1.3015 (2004), 1.4011 (2003), 1.5693 (2002), 1.5488 (2001), 1.4851 (2000)" (CIA World Factbook "Canada," 2005, NP)
Import Restrictions:
Import restrictions in Canada are relatively low, as a result of NAFTA, which guides some semblance of open border free trade.
Price Controls:
There are no price controls on tech products in Canada. Pricing of the product will be comparable to the sale price in the U.S. The Game sells as a unit with the year subscription to upgrades, for $35.95 U.S..
Government and Public Attitudes to U.S. Products:
The U.S. is Canada's largest trade partner, with the exchange being near 61% as compared to other trade partners with only nominal percentages. (CIA World Factbook "Canada," 2005, NP) the population does not seem to be aversive to buying U.S. made products, and the government encourages it, especially with regard to the development of new tech equipment as the industry is seeking new ideas and concepts all the time.
Size, Number and Financial Strength of Competitors:
The inclusive nature of this game is both an asset and a liability, as all the competitive comparables are software based, and can be used in personal electronic game systems, that also play other games. The BrainTrain is unique in that it is self-contained and does not require additional support, if not desired for content updates, but is competes with other U.S. firms with a significantly larger product base. (Nintendo DS, Playstation Personal System makers) These companies are large and market internationally, but their systems are complicated and their brain teaser games do not sell as well as other games for these systems.
Sociocultural Forces:
The Canadian market and culture is poised to accept and develop high technology and experiences significant growth yearly in interest.
Attitudes and beliefs:
The Canadian public is clearly interested in technology...
The Canadian medical community is as adept at research and the expression of findings as the U.S. research community and will likely continue to report similar findings, regarding memory.
Tulving, 2002, p. xvi)
Languages:
English and French. Canada is split almost equally between provinces between English and French and most Canadians have at least limited understanding of both languages.
Education:
Education is similar to that of the U.S.
Export Marketing Strategies:
The BrainTrain will first be marketed unconventionally with an expansion of internet-based marketing.
Promotion methods:
To further brand recognition a Canadian scientist, studying memory will be recruited to explain the nature of memory exercises, this expert will then be asked to endorse the use of products such as BrainTrain and this will result in an expansion of marketing to print, radio and television.
Conclusion:
Current memory research indicates that the continued full utilization of the memory is an important aspect of mental health and the retention of memory. This has seriously improved the sales and use of memory tools, and games, such as BrainTrain. Afforded this expansion the company seeks to expand internationally, beginning with Canada, as a result of current and historical demands for Canadian support for the game. The Canadian is an excellent starting place, given its relatively open trade exchange with the U.S. And the willingness of Canadians to purchase American goods, even over other tech markets.
References
Ball, D. McCulloch, W.H. Geringer, M. Frantz, P.L Minor, M.S. (2005) International Business: The Challenge of Global Competition. New York: McGraw Hill.
CIA World Factbook "Canada" Retrieved January29, 2008 at http://www.umsl.edu/services/govdocs/wofact2005/geos/ca.html
Fahey, J.A., & De Los Santos, G. (2002). Memory Improvement and Research Related to the Science of Memory. Education, 123(2), 380.
Tulving, E. (2002). Episodic Memory: From Mind to Brain. XVI.
