This paper examines Infotech's international expansion strategy for its BrainTrain handheld memory recall game, focusing on entry into the Canadian market. Founded in 1995, Infotech developed BrainTrain as a tool for individuals with short-term memory loss that has since broadened into a general brain-exercise product. The paper describes the product's features, assesses the Canadian target market using demographic and economic data, screens the market for viability, and analyzes relevant trade and sociocultural factors. It also outlines export marketing strategies, including internet-based promotion and endorsement by a Canadian memory researcher, concluding that Canada represents an ideal first international market given its trade openness and existing consumer demand.
International expansion has been a long-term goal of Infotech since its inception in 1995. Infotech developed and successfully marketed a "brain teaser" electronic game that helps individuals with short-term memory loss to remember current events and pertinent data; the game is now available in a handheld personal game device. The game has since expanded in scope to include anyone who seeks to challenge their mind daily and retain memory skills. The game's success is largely associated with new research indicating that the brain benefits from constant use and exercise, much like the muscles of the body (Fahey & De Los Santos, 2002, p. 330).
The current expansion of scope has allowed the company to seek international growth, driven by increased revenue. Expansion to the international market will begin in Canada, as this will limit the language and content changes required for the game, and because of the longstanding, relatively open trade policies between Canada and the United States.
Infotech's BrainTrain is a handheld memory recall game that encompasses two game formats. The game can be used by all ages: the simpler games in the system require no reading skills and rely on shape, color, size, and image memory games, similar to variations on the popular card game Memory, with the addition of dimension puzzles.
The second aspect of the game system is a current-events memory game, which can be updated using any internet-connected computer with BrainTrain software and a USB cord. Users log on to the BrainTrain website and upload current question data. Questions range from simple to complex, and the game is a basic trivia format that includes pertinent pop culture as well as name recognition and event data specific to national and international events from the last 20 years.
Updates to the game require a nominal subscription to BrainTrain Update, which is free for the first year and then costs $6.95 (US) annually thereafter. These funds support the website's operational demands and help the company track usage and learn about the kinds of information users find most interesting. Users can leave comments and requests and participate in a blog that often features product testimonials. The subscription also helps the company monitor attrition, to better understand the market and determine if and when new game data or upgrades are needed.
A Canadian version of the game has already been developed, as customers in Canada who purchased the US version requested inclusion of Canadian content. This Canadian offering will be expanded to mirror the US-based game. French and English language versions are already available in both the US and Canadian support uploads, as is Spanish (Ball et al., 2005, p. 485).
The Canadian market is one of the United States' largest trade partners, and trade has been further expanded as a result of the North American Free Trade Agreement (NAFTA) (Ball et al., 2005, p. 20). Canada has recently transitioned to an urban technology culture and economy, and has demonstrated consistent growth in technology purchasing and sales. Many Canadians show strong interest in tech products and developments that align with current trend data.
"Trade conditions, pricing, exchange rates, and competitors"
"Cultural attitudes, language, and education in Canada"
"Internet marketing and expert endorsement approach"
Current memory research indicates that the continued full utilization of memory is an important aspect of mental health and the retention of cognitive function. This has significantly improved the sales and use of memory tools and games such as BrainTrain. Building on this momentum, Infotech seeks to expand internationally, beginning with Canada, given both the current and historical consumer demand for Canadian support within the game. Canada is an excellent starting point for international expansion, given its relatively open trade relationship with the United States and the demonstrated willingness of Canadian consumers to purchase American goods, even in a competitive technology market.
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