INTL232 INSTRUCTIONS FOR GROUP PROJECT
INTERNATIONAL MARKET RESEARCH
Worth 25% of final mark
•
•
•
•
•
Week 9: Topics introduced
Week 10: Topics confirmed
Week 11: 5% individual research proposal (due midnight)
Week 12: 10% individual final report (due midnight)
Week 13: 10% group presentation on research proposal
Students work in groups but submit individual work and receive individual marks.
Instructions
A. The group selects a company from GAC success stories list, and each member chooses a
new market for the company.
1. The group uses this link https://www.international.gc.ca/world-monde/stories-histoires/tradecommerce.aspx?lang=eng to choose a company to whom you will send the research proposals.
You will assist this company to export its product/service to new markets (one market per student.)
2. When choosing a new market, each member consults the list of Canada’s trade agreements to
find the one that the company can benefit from (filter Status to “5 In force”). Use the “Most
requested and new agreements” (CUSMA, CPTPP, and CETA.) You can also use other recent
agreements.
https://www.international.gc.ca/trade-commerce/trade-agreements-accords-commerciaux/agracc/index.aspx?lang=eng
Consult “Step #4: Setting out: Identifying your target market” in GAC “Step-by-step guide to
exporting 2017”: http://tradecommissioner.gc.ca/exporters-exportateurs/guide-exporting-guideexportation.aspx?lang=eng
Please note: Taking advantage of a trade agreement when proposing a new market is optional but
highly recommended. Group members can choose the same or different trade agreements.
B. Resources
1.
Consult the Market Research section on EDC website: http://www.edc.ca/EN/AboutExporting/Trade-Links/Pages/market-research.aspx. You should use most/all links on this site for
your sources of data and information. The link “Conducting Market Research” by Canada
Business Network is particularly helpful.
2. Consult the Data and Statistics section on EDC website: http://www.edc.ca/EN/AboutExporting/Trade-Links/Pages/data-statistics.aspx. You should use most/all links on this site for
your sources of data and information.
3. Consult the Market Reports section on GAC website:
http://www.tradecommissioner.gc.ca/eng/market-report-access.jsp
4. Consult the Related Resources section on GAC website:
http://www.tradecommissioner.gc.ca/eng/related-resources.jsp
5. Consult sources suggested by GAC:
www.tradecommissioner.gc.ca
www.voyage.gc.ca
www.intercultures.ca
www.strategis.gc.ca
www.transparency.org
www.cia.gov (CIA World Factbook)
www.export.gov/mrktresearch/ (U.S. Commercial Service)
www.eiu.com (Economist Intelligence Unit)
www.fitt.ca, www.tradeready.ca
Other governments’ websites
Note: Do not use other sources, unless you can prove that they are good sources. Mark will be
deducted if you use other sources without showing that they are credible sources (such as
Wikipedia.)
C. Working on your Research Proposal
See Template posted on eCentennial
Length:
2 pages, plus title page, graphs and references
Use multiple 1.15 or single line spacing, Times New Roman 12 points
Format:
Title Page
Introduction
Background
Business Opportunity*
Research Objectives*
Methodology* (data collection methods: secondary, primary, quantitative, qualitative, sampling;
data analysis techniques)
Implementation Plan (time and cost estimates)
Conclusion
References
* most important in a research proposal
Required sources (at least 5):
1. At least 4 reputable Internet sources from at least four different organizations
2. One business journal article
Reminder about writing: Each paragraph should have only one major point. The first sentence is
the summary of the paragraph. The length of a paragraph should be 1/3 – ½ of a page.
D. Working on your Research Report (Progress and Final)
See Sample posted on eCentennial.
Length:
4 pages (including 2 previous pages), plus cover letter, title page and references, tables, charts,
graphs, pictures, maps
Use multiple 1.15 or single line spacing, Times New Roman 12 points
Format:
Cover Letter
Title Page
Executive Summary *
Introduction
Background
Business Opportunity*
Research Objectives*
Methodology (data collection methods: secondary, primary, quantitative, qualitative,
sampling; data analysis techniques)
Data Analysis
Data Interpretation
Business Implications*
Conclusion
References
* most important
Required sources (at least 8):
1. At least 5 reputable Internet sources from at least four different organizations
2. 2 business journal articles from at least two different journals
3. One printed book
E. Working on your Group Presentation
Please prepare PowerPoint for your presentation.
See Sample posted on eCentennial.
•
Consult the article “Is your elevator pitch ready?” by Canada Business:
https://canadabusiness.ca/blog/is-your-elevator-pitch-ready-1/
•
How To Prepare an Oral Research Presentation:
https://www.youtube.com/watch?v=LzIJFD-ddoI
PowerPoint format (one slide each):
Introduction (introduce speakers and structure of presentation). No student ID please.
Background on the trade agreement(s)
For each student, 3-5 slides:
Business Opportunity
Research Objectives
Methodology (be specific, for example, who you will interview) / Sampling (be
specific, for example, how you select your sample) / Implementation Plan (time
and cost; be brief)
Thank the audience and ask for questions
Length: 8 minutes presentation + 2 minutes Q&A / group
Marking Rubric for Individual Research Proposal and Report:
Criterion
PROFESSIONAL
SOURCES
APA
CONTENT
WRITING
EFFECTIVENESS
A+ level
A level
4.5 points
Used required
sources and 4 or
more additional
professional
sources.
4 points
Used required
sources and 1 - 3
additional
professional
sources
Used in-text
citation properly at
least once for each
source; used
References
properly without
errors; provided
proper sources for
figures/graphs.
Selected an
excellent topic;
provided an
effective literature
review, with
strong analysis
and logical
reasoning.
Used good
template; wrote
clearly and
effectively, with
consistency in
font, spacing, and
formats..
B level
3.5 points
Used required
sources.
C level
D level
3 points
Used most (twothirds) of the
required sources
and/or
unverifiable
sources.
2.5 points
Used only 1-3
required sources
and/or
unverifiable
sources.
F level
0 - 1 point
Did not follow
instructions on
professional sources;
OR did not provide
sources; OR
plagiarized sources
(put in source(s) that
you did not use).
Used in-text
Used in-text citation Used in-text
Used in-text
Did not use in-text
citation properly properly at least
citation for most citation only a
citation;
at least once for
once for each
sources; used
few times;
OR provided links
each source; used source; used
References
OR used
only in the
References
References
properly, with 6 - References with
References section;
properly with 1 - properly, with 3 - 5 9 errors;
10 or more errors. OR did not provide
2 errors; provided errors; provided
OR did not
a References
proper sources for sources for
provide proper
section.
figures/graphs.
figures/graphs.
sources for
figures/graphs.
Selected an
Selected a good
Selected an
Did not follow
Did not follow
excellent topic;
topic; provided a
acceptable topic; instructions in
instructions on
provided a
good literature
provided some
selecting a topic; content;
thorough
review, with good
literature review, OR did not
OR did not provide a
literature review, analysis and logical with some
provide a proper proper literature
with good
reasoning.
analysis and
literature review review and analysis,
analysis and
acceptable logical and/or analysis,
with serious errors
logical reasoning.
reasoning.
with errors
in logical reasoning.
in logical
reasoning.
Used good
Used satisfactory
Used acceptable Did not use
Did not use
template; wrote
template; wrote
template; did not satisfactory
satisfactory template;
clearly and
clearly, with
write clearly, with template;
AND/OR did not
concisely, with
consistency in font, some consistency OR did not write write clearly, with
consistency in
spacing, and
in font, spacing,
clearly, without c many serious errors:
font, spacing, and formats; 3 – 5 typo and formats; 6 onsistency in
OR plagiarized.
formats; 1 - 2
errors.
9 typo errors.
font, spacing, or
typo errors.
formats; 10 or
more typo errors.
Marking Rubric for Group Presentation
(with individual marks)
Criterion
A+ level
4.5 points
Content:
- Business
opportunity
- Research
objectives,
methodology, and
sampling
Professional
sources
PowerPoint
quality
A level
4 points
B level
3.5 points
C level
3 points
D level
2.5 points
F level
0 - 1 point
Excellently
presents the
opportunity
Effectively
presents the
opportunity
Sufficiently
present the
opportunity
Adequately
presents the
opportunity
Present the
opportunity
acceptably
Does not clearly
identify the
opportunity
Excellent
Effective
Good
Adequate
Acceptable
Inadequate
Indicates
sources
excellently
Indicates
sources
effectively
Indicates
sources with
no errors
Indicates
sources
adequately
Indicates a few
sources only
OR with many
errors
Attractive,
Attractive,
Attractive,
Attractive,
Not attractive,
effective, easy easy to follow, easy to follow, easy to follow, many errors
to follow, no no errors
only a few
many errors
errors
errors
Does not indicate
sources
Excellent
Effective
Good
Adequate
Acceptable
Inadequate
Handles the
questions
excellently
Handles the
questions
effectively
Handles the
questions
properly
Handles the
questions
adequately
Handles the
questions
satisfactorily
Does not handle
the questions
satisfactorily
Not attractive,
difficult to follow,
many serious
errors
Speaking skills
(articulation, proper
rate, proper
pronunciation, good
posture, eye
contact, enthusiasm,
confidence)
Q&A
REVISED
INTL232 INSTRUCTIONS FOR GROUP PROJECT
INTERNATIONAL MARKET RESEARCH
Worth 25% of final mark
Due dates
March 23: Topics (case study and export markets) confirmed
• The group coordinator signs up on Discussions.
Week 12: 10% individual PowerPoint presentation on research proposal
Please upload a PowerPoint file with video recording on eCentennial by Week 12 Friday midnight.
• We combine 5% written proposal and 5% presentation = 10% presentation.
• Please see the PowerPoint format below and the sample provided, with at least 8 slides.
Each student will upload a PowerPoint file with video recording.
• At least 5 sources are required.
Week 13: 15% individual research report
Please upload a Word file on eCentennial by Week 13 Friday midnight.
• Assuming that each student receives research funding from the company to conduct
secondary and primary research.
• Please see the Word format below and the sample provided, with 3 pages of writing,
singled-spaced. Each student will upload a Word file.
• At least 8 sources are required.
Students work in groups but submit individual work and receive individual marks.
Instructions
A. The group selects a company from GAC success stories list, and each member chooses a
new market for the company.
1. The group uses this link https://www.international.gc.ca/world-monde/stories-histoires/tradecommerce.aspx?lang=eng to choose a company to whom you will send the research proposals.
You will assist this company to export its product/service to new markets (one market per student.)
2. When choosing a new market, each member consults the list of Canada’s trade agreements to
find the one that the company can benefit from (filter Status to “5 In force”). Use the “Most
requested and new agreements” (CUSMA, CPTPP, and CETA.) You can also use other recent
agreements.
https://www.international.gc.ca/trade-commerce/trade-agreements-accords-commerciaux/agracc/index.aspx?lang=eng
Consult “Step #4: Setting out: Identifying your target market” in GAC “Step-by-step guide to
exporting 2017”: http://tradecommissioner.gc.ca/exporters-exportateurs/guide-exporting-guideexportation.aspx?lang=eng
Please note: Taking advantage of a trade agreement when proposing a new market is optional but
highly recommended. Group members can choose the same or different trade agreements.
1
B. Resources
1.
Consult the Market Research section on EDC website: http://www.edc.ca/EN/AboutExporting/Trade-Links/Pages/market-research.aspx. You should use most/all links on this site for
your sources of data and information. The link “Conducting Market Research” by Canada
Business Network is particularly helpful.
2. Consult the Data and Statistics section on EDC website: http://www.edc.ca/EN/AboutExporting/Trade-Links/Pages/data-statistics.aspx. You should use most/all links on this site for
your sources of data and information.
3. Consult the Market Reports section on GAC website:
http://www.tradecommissioner.gc.ca/eng/market-report-access.jsp
4. Consult the Related Resources section on GAC website:
http://www.tradecommissioner.gc.ca/eng/related-resources.jsp
5. Consult sources suggested by GAC:
www.tradecommissioner.gc.ca
www.voyage.gc.ca
www.intercultures.ca
www.strategis.gc.ca
www.eiu.com (Economist Intelligence Unit)
www.fitt.ca, www.tradeready.ca
Other governments’ websites, such as the countries of the export markets.
Note: Do not use other sources, unless you can prove that they are good sources. Mark will be
deducted if using other sources without showing that they are credible sources (such as Wikipedia.)
C. Working on your individual PowerPoint Presentation on research proposal
The purpose of a research proposal is to get the funding necessary for your research. Each student
will upload a PowerPoint file with video recording.
At least 5 sources are required.
•
Consult the article “Is your elevator pitch ready?” by the Government of Canada:
https://canadabusiness.ca/blog/is-your-elevator-pitch-ready-1/
•
If you have not recorded in PowerPoint before, consult “How to make a video in
PowerPoint”: https://www.youtube.com/watch?v=D8JV3w4TOVw
PowerPoint format (one slide each). Please see the sample provided.
1. Introduction (introduce your group, highlight your own). First and last names only, no ID.
2. Background (on the product/service)
3. Business Opportunities
4. Research Objectives
5. Methodology / Sampling
6. Implementation Plan (time and cost)
7. Conclusion
8. References (at least 5 sources)
2
• At least 4 reputable Internet sources from at least 4 different organizations
• One business journal article
Length: 3 – 5 minutes / presenter
Please note:
- Each research objective needs to include:
1) the specific data to be collected by the researcher: “to determine average consumer
spending per year on fruits” rather than “to determine demand for fruits” (“demand” is
not specific; how do you measure “demand”?)
2) the purpose of / reason for collecting such data: “in order to develop a pricing
strategy for fruit products in the ___ market”
- Methodology and sampling need to be specific:
1) secondary data: include the names of the sources you will use
2) primary data: include details on who you will interview, conduct focus groups, your
samples, etc.
- Each source listed in References needs at least one in-text citation.
- Feel free to have up to 10 slides.
D. Working on your individual Research Report
Assuming that each student receives research funding from the company to conduct secondary
and primary research. Each student will upload a Word file.
Length: 3 pages, plus references, tables, charts, graphs, pictures, maps, etc. Use single-spaced,
Times New Roman 12 points
Format: [* most important]
Executive Summary (optional)
1. Introduction
2. Background
3. Business Opportunities*
4. Research Objectives*
5. Methodology (data collection methods: secondary, primary, quantitative, qualitative,
sampling; data analysis techniques)
6. Data Analysis
7. Data Interpretation
8. Business Implications*
9. Conclusion
References (at least 8 sources)
• At least 5 reputable Internet sources from at least 4 different organizations
• 2 business journal articles from at least 2 different journals
• One printed book (such as research textbooks)
3
Please note:
- When paraphrasing, please do not change key words. For example, do not change
“interior design” to “inside framework”, because it changes the meaning of the words,
and it affects your marks for content and writing effectiveness. If using word-for-word
a whole sentence or a whole paragraph from a source, please use quotation (“”) rather
than paraphrasing.
- Write the Executive Summary last, but put it first (1/2 – 2/3 of a page).
- Each paragraph should have only one major point. The first sentence is the summary of
the paragraph. The length of a paragraph should be about 1/3 – ½ of a page.
- Each source listed in References needs at least one in-text citation.
- It is fine to have a little less or more than 3 pages.
Marking Rubric for Individual PowerPoint Presentation with Video Recording (10%).
Late penalty: 10% per day.
Criterion
PROFESSIONAL
SOURCES
CONTENT
- Business
opportunity
- Research
objectives,
methodology, and
sampling
POWERPOINT
QUALITY
A+ level
A level
B level
C level
D level
F level
4.5 points
4 points
3.5 points
3 points
2.5 points
0 - 1 point
Indicates
sources
excellently
Indicates
sources
effectively
Indicates
sources with
no errors
Indicates
sources
adequately
Does not indicate
sources
Adequately
presents the
opportunity
Indicates a few
sources only
OR with many
errors
Present the
opportunity
acceptably
Excellently
presents the
opportunity
Effectively
presents the
opportunity
Sufficiently
present the
opportunity
Excellent
Effective
Good
Adequate
Acceptable
Inadequate
Attractive,
effective,
easy to
follow, no
errors
Attractive,
easy to
follow, no
errors
Attractive,
easy to
follow, only
a few errors
Attractive,
easy to
follow, many
errors
Not attractive,
many errors
Not attractive,
difficult to
follow, many
serious errors
Excellent
Effective
Good
Adequate
Acceptable
Inadequate
Does not clearly
identify the
opportunity
SPEAKING
SKILLS
(articulation, proper
rate, proper
pronunciation, good
posture, eye
contact, enthusiasm,
confidence)
4
Marking Rubric for Individual Research Report (15%).
Late penalty: 10% per day.
Criterion
PROFESSIONAL
SOURCES
APA
CONTENT
WRITING
EFFECTIVENESS
A+ level
A level
4.5 points
Used required
sources and 4 or
more additional
professional
sources.
4 points
Used required
sources and 1 - 3
additional
professional
sources
Used in-text
citation properly at
least once for each
source; used
References
properly without
errors; provided
proper sources for
figures/graphs.
Selected an
excellent topic;
provided an
effective literature
review, with
strong analysis
and logical
reasoning.
Used good
template; wrote
clearly and
effectively, with
consistency in
font, spacing, and
formats.
B level
3.5 points
Used required
sources.
C level
D level
3 points
Used most (twothirds) of the
required sources
and/or
unverifiable
sources.
2.5 points
Used only 1-3
required sources
and/or
unverifiable
sources.
F level
0 - 1 point
Did not follow
instructions on
professional sources;
OR did not provide
sources; OR
plagiarized sources
(put in source(s) that
you did not use).
Used in-text
Used in-text citation Used in-text
Used in-text
Did not use in-text
citation properly properly at least
citation for most citation only a
citation;
at least once for
once for each
sources; used
few times;
OR provided links
each source; used source; used
References
OR used
only in the
References
References
properly, with 6 - References with
References section;
properly with 1 - properly, with 3 - 5 9 errors;
10 or more errors. OR did not provide
2 errors; provided errors; provided
OR did not
a References
proper sources for sources for
provide proper
section.
figures/graphs.
figures/graphs.
sources for
figures/graphs.
Selected an
Selected a good
Selected an
Did not follow
Did not follow
excellent topic;
topic; provided a
acceptable topic; instructions in
instructions on
provided a
good literature
provided some
selecting a topic; content;
thorough
review, with good
literature review, OR did not
OR did not provide a
literature review, analysis and logical with some
provide a proper proper literature
with good
reasoning.
analysis and
literature review review and analysis,
analysis and
acceptable logical and/or analysis,
with serious errors
logical reasoning.
reasoning.
with errors
in logical reasoning.
in logical
reasoning.
Used good
Used satisfactory
Used acceptable Did not use
Did not use
template; wrote
template; wrote
template; did not satisfactory
satisfactory template;
clearly and
clearly, with
write clearly, with template;
AND/OR did not
concisely, with
consistency in font, some consistency OR did not write write clearly, with
consistency in
spacing, and
in font, spacing,
clearly, without
many serious errors;
font, spacing, and formats; 3 – 5 typo and formats; 6 consistency in
OR plagiarized.
formats; 1 - 2
errors.
9 typo errors.
font, spacing, or
typo errors.
formats; 10 or
more typo errors.
Complying with the Academic Honesty and Plagiarism Policy
Penalty will be applied as follows. Please consult the Academic Honesty and Plagiarism Policy.
- Using a source without acknowledging it (even when the student paraphrased and did not copy
word-for-word): 20% deduction per source.
- Did not use a source but put it in the References section: 20% deduction per source.
- Plagiarizing one sentence (or almost a sentence): 10% deduction per sentence.
- Plagiarizing one paragraph (or almost a paragraph): 50% deduction per paragraph.
- Using report file(s) from current or previous students: 75% deduction
Thank you for your cooperation.
5
MARKET RESEARCH
PROPOSAL FOR
THREE FARMERS
Presenter #1 – Export to Australia
Presenter #2 – Export to Mexico
Presenter #3 – Export to New Zealand
Presenter #4 – Export to Vietnam
Background about Camelina Oil
• Camelina is a cooking oil that is extracted from a type of oilseed called
“camelia sativa” (Health Canada, 2019)
• Camelina oil is high in polyunsaturated fats, and low in saturated fats.
This helps control blood cholesterol and avoid heart disease
• Camelina oil is rich in vitamin E, omega-3 and omega-6 fatty acids
(Bitty, 2012)
• Its high vitamin E content provides stability and long shelf life of 12
months without refrigeration (Robertson, 2018)
Business Opportunities
• High butter prices encourage consumers to switch to edible oils in
Mexico (Euromonitor International, 2019)
• Trade Commissioner Service of Canada states that agriculture and
food offer the highest opportunity for Canadian companies when it
comes to exporting into Mexico (2019)
Research Objectives
• To identify the comparative features of the
products currently existing in the Mexican oil
market and areas of use and market shares of
such brands in order to outline the most
effective marketing strategy for camelina oil
• To determine average monthly disposable
income and average monthly spending on edible
oils of Mexicans in order to form the most
suitable pricing and promotion strategy in
Mexico
• To identify and analyse key supply-side and
demand-side trends in Mexico when it comes to
“healthy” cooking oil, and forecasts on market
trends and growth in order to provide clear
anticipations on the sales prospects for camelina
oil
Methodology
• Secondary sources:
•
•
•
•
Statistics Canada, Industry Canada, Health Canada
Governmental regulations on food and oil market
EuroMonitor International’s reports
Other reliable sources
• Primary sources:
• Online surveys an questionnaires with consumers and food businesses to find
out consumers’ and restaurant business owners’ preferences and
perceptions.
• In-person interviews with the representatives from the consulates and Trade
Commissioner Service of Canada to collect export advice and information.
Implementation Plan
Four main steps are decided upon to implement the research:
• Initiate Research to Analyze the Current Consumer’s Demand of Oil and Average
Income in the Country Based on Secondary Data: 1 week (15%)
• Design the Survey Question Addressing Health Perspective of Cooking Oil that
Consumers are concerning about: 2 days (10%)
• Data Collection: 5 days (40%)
• Data Analysis in Accordance to the Secondary Data Obtained in Step 1: 1.5 weeks
(25%)
Maximum time: 4 weeks
Estimated budget: 11,000 CAD
Conclusion
• We plan to conduct market research and determine market potential
to export culinary camelina oil from Canada to Mexico.
• With CPTPP and CUSMA, this research will be valuable in providing
helpful suggestions for Canadian businesses to take advantage of
Mexico’s culinary camelina oil market.
• My colleagues will present the opportunities of exporting to Australia,
New Zealand and Vietnam.
References
Bitty, M. T. (2012). Dickinson Sold On New Cooking Oil. Financial Post. Retrieved from
https://business.financialpost.com/entrepreneur/dickinson-sold-on-new-cooking-oil
Euromonitor International (2019). Edible Oils in Mexico. Retrieved October 7, 2019, from
https://www.euromonitor.com/edible-oils-in-mexico/report
Health Canada (2019). Camelina Oil. Retrieved November 16, 2019, from
https://www.canada.ca/en/health-canada/services/food-nutrition/genetically-modified-foodsother-novel-foods/approved-products/camelina-oil-novel-food-information.html
The Canadian Trade Commissioner Service (2019). Trade Commissioner Service – Mexico.
Retrieved November 17, 2019, from https://www.tradecommissioner.gc.ca/mexicomexique/index.aspx?lang=eng
Three Farmers (2019) The Three Farmers Brand. Retrieved from http://threefarmers.ca/brand
Robertson, J. (2018). Camelina: a new oil boom (in the kitchen). The Globe and Mail. Retrieved
from https://www.theglobeandmail.com/life/food-and-wine/food-trends/camelina-a-new-oilboom-in-the-kitchen/article4182466/
Asian and European Markets Team with Opportunity for Canada's Northern Fisheries
Submitted to:
By:
Date:
INTERNATIONAL MARKET RESEARCH
2
International Market Research
Asian and European Markets Team with Opportunity for Canada's Northern Fisheries
Introduction
In the world that we are living in today, globalization has efficiently decreased trade
obstacles between nations, improved transport, and communication, fostered the world trade
cycle, and enhanced significant progress of companies. Canada has not been left behind on these
and has taken advantage of globalization to establish trade links with emerging and developed
economies. Canada has continuously established strong trade relations not only in N. America
but also in other countries in other parts of the world including Europe’s strongest economies
like the United Kingdom.
For many decades now, the commercial relationship between the United Kingdom and
Canada has continuously improved. In the whole of Europe, the UK is Canada’s first commercial
partner and fifth in the world. In 2018, the merchandise trade between them reached a value of
$25.52 billion (Trade Relations between Canada and the UK in the event of Brexit, 2019).
Canada's major foreign direct investment sources are Luxembourg, Netherlands, United States
and the UK is forth. There are more than 700 UK companies that are already operating in
Canada.
Besides, the UK is ranked as the second destination for Canada’s investments carried out
abroad. Also, the two countries collaborate a lot in research areas such as innovation, technology
and science (Canada and the United Kingdom relations, 2019). But all these could not have been
achieved were it not for the many trade agreements signed between the two countries. The key
trade agreements include; the Canada-European Union Comprehensive Economic and Trade
Agreement (CETA) and world trade organization agreement on trade facilitation (TFA). The
following table shows Canadian exports to the UK.
Though there is a slight decrease in Canadian exports to the UK, strong trade relations remain
intact.
Background
INTERNATIONAL MARKET RESEARCH
2
Turbot is a type of flatfish that is commonly found in the inshore waters and is a good
source of food. Shrimp on the other hand is a marine crustacean and is also edible. Both turbot
and shrimp are among the kinds of seafood whose demand is increasingly rising. The two of
them have also been classified as good sources of quality proteins needed for the normal
functioning of the body. Seafood has been said to contain vitamins, trace elements, minerals and
n-3 polyunsaturated fatty acids. All these nutrients promote proper functioning of the nervous
system, lower risk of heart problems, promote brain growth and have anti-cancer elements.
Seafood also helps create food security and sustainability as they provide a diverse nutrient.
Research conducted by the Food and Drug Administration (FDA) has conducted wide
research about the benefits of seafood to the human body. They found that indeed over 200
people out of 250 participants showed improved cardiovascular systems thanks to the n-3 PUFAs
found in them. Apart from that, epidemiological research conducted by EPIC (European
prospective investigation of cancer proved that indeed regular consumption of fish reduces the
threat of diabetes especially type 2 to be specific.
Business opportunities
Considering the nutritious benefits found in turbot and shrimp and other fish, the United
Kingdom market provides a good opportunity for interested Canadian fisheries companies Asian
and European markets teem with opportunity for Canada’s northern fisheries, 2019). The UK
creates a huge opportunity for fisheries since the population is increasing and the demand for
food is rising not only in the country but in the rest of Europe. The commercial ties between the
two are projected to grow rapidly thanks to the CETA agreement that was effected in 2017. 98%
of the tariffs will soon be eliminated allowing for business between them to thrive. However, it
is worth noting that the UK exit from the EU will not affect trade relations between the two and
consumers and industries will continue operating as per the CETA terms.
The border procedures will be simplified under the TFA as well as modernize them to
ease business between the two countries (WTO Agreement on Trade Facilitation (TFA), 2018).
The two major agreements provide companies like Qikiqtaaluk Corporation with a huge chance
to go and explore the United Kingdom's seafood market. The two agreements will expose
Canadian fisheries companies to a potential market with more than 66 million consumers.
Research objectives
1. To determine the UK's monthly average spending and disposable income on seafood
products to guide the process of coming up with the best promotion and pricing strategy.
2. To recognize the characteristics of seafood currently existing in the UK market, the
market shares they enjoy, and their main areas of use so that it will be easy to formulate
the best marketing strategy for honeybee products.
3. To discover and assess the key demand and supply-side trends of the UK on seafood
products and what is their perceptions. This will help anticipate the sales prospects for
seafood varieties.
Methodology
This research will employ both qualitative and quantitative studies to correct both
secondary and primary data for purposes of evaluating the market potential of seafood in the UK.
INTERNATIONAL MARKET RESEARCH
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The marine management organization will be a good source of secondary data. Also, data will be
gathered from the marine and fisheries agency website.
A total of 250 UK residents will be subjected to questionnaires that shall be distributed
through social media platforms. Facebook is the favorite platform where UK consumers and
business owners will be reached to give first-hand information. Besides, a total of 210 Canadians
shall be subjected o surveys to determine the effectiveness of seafood consumption.
Implementation plan
This process will involve 4 key steps as explained below:
1.
2.
3.
4.
Planning and design-states actions that will be used in research: 3 weeks
Data collection-5 weeks
Data analysis-4 weeks
Dissemination-2 weeks
The research will take an estimated time of 14 weeks in which a budget of 20,000 CAD will
be required. For step 1, 15% will be allocated while 25% will be set aside for step two. Step three
and four will get 30% and 15% allocation respectively. The rest 15% will incur any other needs
likely to arise during the process.
Conclusion
The purpose of this study is to shed light on the potential of the UK market as far as
seafood products from Canada are concerned. Currently, the two countries are experiencing
healthy trade ties thanks to TFA and CETA. The United Kingdom's economy is currently
performing well and is projected to grow constantly in the next 50 years and this is good news
for Canadian companies ready to explore UK’s seafood market (Delimatsis, 2017).
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References
Asian and European markets teem with opportunity for Canada’s northern fisheries. (2019, July
29). Retrieved from https://www.international.gc.ca/world-monde/storieshistoires/2019/CPTPP-qikiqtaaluk.aspx?lang=eng
Canada and the United Kingdom relations. (2019, May 14). Retrieved from
https://www.canadainternational.gc.ca/united_kingdomroyaume_uni/bilateral_relations_bilaterales/index.aspx?lang=eng
Delimatsis, P. (2017). The evolution of the EU external trade policy in services–CETA, TTIP,
and TiSA after Brexit. Journal of International Economic Law, 20(3), 583-625.
Trade Relations between Canada and the UK in the event of Brexit. (2019, March 21). Retrieved
from https://www.sshrc-crsh.gc.ca/society-societe/community-communite/ifcaiac/evidence_briefs-donnees_probantes/canada-uk/de_mestral-eng.aspx
WTO Agreement on Trade Facilitation (TFA). (2018, August 31). Retrieved from
https://www.international.gc.ca/trade-commerce/trade-agreements-accordscommerciaux/agr-acc/wto-omc/wto_tfa-omc_afe.aspx?lang=eng&_ga=
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