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Foreign Markets-Industry Factors

Both UK and South African countries are being very ethnically diverse i.e.UK comprises of white (English 83.6%, Scottish 8.6%, Welsh 4.9%, Northern Irish 2.9%) 92.1%, black 2%, Indian 1.8%, Pakistani 1.3%, mixed 1.2%, other 1.6% whereas South African population comprises of black African 79%, white 9.6%, coloured 8.9%, Indian/Asian 2.5% population means that they ALL have different types of hair according to CIA, 2010. Sinew Hair cream can either focus on racial group or make its product adaptable to more than one racial group by making it in different strengths. The same with England, except England also has a lot of Chinese and Japanese people. However, there could be differences in export market strategy and mode of entry. (CIAworldfactbook, 2010)

For this research, the focus will be on the first two phases of export planning. There is the need to determine the trading characteristics of exporting hair strengthening products to UK and South Africa by conducting external analysis, business strategy recommendations, country analysis and selection, export market strategy and entry modes. In lieu with this, the following research questions will be given answers to:

1) In terms of trade, how exporting hair strengthening products to UK compare with exporting hair strengthening products to South Africa is structured?

2) In terms of country analysis and selection, what makes these two markets suitable for the export of hair strengthening products from Canada? What are some competitive barriers to entry? Does the government subsidies local hair care manufactures thus making local products more cost competitive?

3) In terms of country analysis, will the culture relating to using hair care products affect the materialisation of export trading?

4) Who will be Sinew——s main competitors? Are they monopolies?

5) What are the common distribution methods for hair care products?

6) What is the level infrastructure of both countries (i.e. quality of roads, ports etc)?

7) What is the percentage of supporting industries i.e. beauticians, hair care experts and dermatologist? (Some consumers may need to consult them before using Sinew for health reasons)

Economical

1) How economically stable are these markets?

2) How stable are their currencies in comparison with the Canadian dollar?

Socio- Cultural

1) What is consumer perception of beauty? Thicker vs. Thinner hair? (This will be used to see if there is a demand for Sinew——s Hair Cream.)

2) How can I create value on Sinew——s Hair Cream?

3) What are the cultural aspects of health and hygiene in these markets? How valued are these aspects?

4) What is the average income earner per age groups? Which demographics groups spend the most on hair care products?

5) What percentage of the market could be targeted?

Legal and Regulatory

1) Are there any chemicals (that could possibly be used in hair cream) that are illegal / banned in these countries?

2) What are the trade regulations/government policies concerning hair care products of both countries?

3) What are the trade relations between Canada and UK? What are trade relations between Canada and South