1. International Marketing Top Ten Points Week No 2
1. We examined how historical events have greatly influenced the current
network of trade relationships around the world. The emergence of the WTO
and NAFTA have regulated much of our regional and global trading
activities.
2. The IMF and World Bank work as separate entities to help developing
nations evolve from agricultural to industrial economic platforms. Funding
for these initiatives comes from more affluent developed countries in North
America and Europe primarily.
3. Canada is seen around the world as a country with a very positive brand. In
most cases associated an international marketing campaign with Canada is
a good strategy. Although we have a positive global brand, perception about
Canada around the world is still quite vague.
4. Canada has evolved as a resource based exporter to the global market. Over
the past 100 years, we have taken a more passive approach to other venues
of entrepreneurship unlike the USA for example.
5. Many economically emerging countries are following our developmental
pattern from an agricultural platform to an industrial one. As this evolves
middle class consumerism typically follows.
6. Our altruistic approach to helping emerging nations has proven to be a good
strategy. As they evolve into a consumer society, much of what they cannot
produce for themselves will be bought from the developed nations.
7. Although we are in a solid trade surplus position, Canada remains in a
precarious state, with over 80% of exports destined for the USA. Most of
those exports are resource based with little diversification into other export
categories.
8. Substantial amounts of foreign investment funds enter and exit Canada.
Many companies perceived as Canadian are now in the hands of foreign
investors. Foreign Direct Investments (FDI’s) should not be confused with
our import/export activity.
9. Most international trade initiatives are spearheaded at a federal level.
Canada offers many organizations and programs to support expanding
foreign trade and exports around the world in both developed and under-
developed countries and markets.
10.The current cost of energy and future costs must be a major consideration
when embarking on an International Marketing Campaign. Many target
markets may have prohibitively expensive and limited energy resources. As
westerners, we often take energy for granted, where the average
consumption to support our lifestyles can be as high as 200 times the
consumption rate of under-developed countries.