EhonNavi For Professionals: Analysis of the Marketing Situation

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Table of Contents

Relevant factors analysis
SWOT Analysis
Works Cited

Relevant factors analysis

Demographic environment

It is reported that the number of children in Canada has been increasing at a high rate for the last 50 years. This was the time when there was the baby boom in the country (Turner 99). Though the birth rate is high at the moment, it is not yet at the level that can be referred as the baby boom. This means that the book will have a sizeable number of customers in the Canadian market.

On the other hand, most of the parents in Canada are educated, and it is likely that they would like their children to be educated hence they will want to introduce them to books at an early age. They also have a high purchasing power since they have a high income (Hessing, Howlett and Summerville 41).

Most people in the country speak in English although there some who speak in French, Aboriginal as well as other languages. Therefore, when introducing EhonNavi for Professionals, it is necessary to ensure that it is in English but also to provide translations into other languages.

Cultural and social environment

Canadian culture is made up of diverse traditions with French making up a significant part of the population. EhonNavi for Professionals mostly displays Japanese pictures. This might be a challenge for its penetration in the Canadian market.

However, if the book is translated into different languages, it might be easy for it to penetrate the market. Further, there are Japanese citizens who live in Canada. They are concentrated on the west coast of Canada (Kalman 13). Japanese citizens are ranked number nine in the list of non-Europeans in Canada. This will be a boost for its penetration to the Canadian market.

Technological Environment

Canada is one of the developed countries where technology is advanced. Most people in Canada are well informed about information technology (Blake 143). EhonNavi for Professionals being an online showcase book, is likely to penetrate in the Canadian market since many people will be able to access and make orders for the book online.

Political/ Legal Environment

The company needs to have exploratory information regarding the political factors that affect the market it is about to introduce its product. These are factors which have the potential of influencing the market situation in any country. They can affect the marketing of products. In Canada, the government of late has been against the introduction of books with foreign literature being used by children.

The government insists that children should be given books written about the Canadian literature so that they learn about their country rather than about the literature of other nations. Therefore, the government is likely to put regulations which restrict foreign books into the Canadian market.

This could be a challenge to the introduction of EhonNavi for Professionals to the Canadian market since the pictures it displays are mostly about Japan. However, there is still a chance that the book can penetrate the market regardless of these regulations. The fact that there are Japanese people living in Canada gives it a real chance to get through the market.

Customer analysis

Canadians are wealthy hence they can afford to buy such books for their children. Bearing in mind that the number of children in the country is increasing due to the reported increase in birth rate, it is likely that there are potential customers for this book in Canada. Further, technological development is high in Canada.

Therefore, most customers are likely to need technological products a requirement that EhonNavi for Professionals meets. Customers can order the book online and they can also access it online. Canada is characterized by urbanization where most people move to settle in the urban centers (Hessing, Howlett and Summerville 42).

This increases their access to information systems and also their income level. Considering the consumer behavior in Canada, the fact that the book can be ordered online gives it a strategic advantage to penetrate the market. Consumers in Canada are able and willing buyers who have the ability to buy (Solomon, Polegato and Zaichkowsky 123).

It is likely to penetrate the market since it can be translated in English. Customers are likely to buy the book since it will have substantial benefits to their children. The books are available depending on the target age group. Therefore, one knows which book to access depending on the age of their children.

In fact, Canada is a state where there are people with different origins and cultures, the ability of the book being translated into different languages will be helpful since all Canadians who have young children can buy it in their own language.

This is a factor that is extremely valuable if the product is to penetrate into the international market. In addition, customers from all over the world will be able to get the book in their own languages (Blake 143).

There is a high possibility that the market will grow in the future. It is said that the number of children in Canada has been increasing at a high rate (Gilbert, Parton and Skivenes 246). On the other hand, there is a restriction that has been put by the government that is likely to hinder the growth of the market for EhonNavi for Professionals.

It has been said that the Canadian government plans to increase the number of books available to children in the country that talk about the Canadian culture (Richter 118). EhonNavi for Professionals is a book that covers the Japanese culture. Therefore, it will face some difficulties penetrating the Canadian market. However, the company can still penetrate the market since there are Japanese who live in Canada.

Company analysis

The ability of any company or organization to succeed in exploring a new market depends on its available resources. This is viewed in terms of human resource, as well as financial and other relevant resources. EhonNavi Corporation has a competent human resource that will help the product get through the market. It is innovative and creative.

This is demonstrated by the fact that it has been able to avail the book online where customers can make an order on the company’s website. One gets a speedy response after placing an order, an indication that the company has a strong and competent human resource.

Financial resources may be a challenge bearing in mind that the company has not been in the international market. However, it can have resources which can enable it access loan grants to assist it get through the Canadian market.

SWOT Analysis

The company needs to analyze the internal, as well as the external environment. In carrying out the SWOT analysis, it identifies the strengths and weaknesses that are likely to influence its performance as well as the future opportunities and threats.

This enables it to put up strategies so as to overcome any present and future challenges and also be able to embrace and capitalize on any opportunities that come across while improving on its weaknesses.

Strengths

The company’s greatest strength is its technological ability. This enables it to reach many customers since it publishes hard copies of the book. The book is made available to those who do not have access to the internet as well as soft copies available online for those who can access the internet.

This will be a tremendous boost for its penetration to the market. This is a strong point which can work to the advantage of the company bearing in mind that most Canadians are technologically advanced.

The book can also be translated to many languages hence becoming relevant to many people. This is a positive sign for the product. It denotes the ability of the book to gain wide sales among the Canadian population.

Weaknesses

The major weakness of the company is that it does not have enough financial resources. It is a costly venture to penetrate in a new market especially at the international level. It will be costly for the EhonNavi Corporation to get through the Canadian market.

The Canadian market has a substantial number of book selling companies which have a wide range of books. Another weakness of the company lies in the fact that it will be new in the market and comes from a foreign country. It may fail to capture the attention of Canadians. However, it can access loan grants to boost its financial strength.

Opportunities

The fact that there are Japanese who live in Canada presents a terrific opportunity for the company to get an easy breakthrough in the market. Once it is in the market, other cultures in the country including the Canadians can access it and buy it, as well.

Also, the increasing number of children in Canada presents an opportunity for the company to sell a lot of books. The other opportunity for the company lies in the fact that the Canadian market does not have companies that have specialized in producing and distributing children’s books. As soon as it accesses the market, the company is likely to capture the attention of people in the Canadian market.

Threats

Its penetration is threatened by the rule put by the government that Canadian children should be provided with books that talk about the Canadian culture. This is a challenge to the company since its books do not present information about the culture of Canada. Given the fact that local companies have books that present information about the culture of the country.

These companies will have a significant competitive edge over EhonNavi Corporation. This mentioned policy is a hindrance to the company and if strictly enforced it can totally bar the company from accessing the market. This will be a source of competition to the EhonNavi Corporation in Canada.

Also, the government is likely to put policies that restrict books from other cultures from getting into the Canadian market. This is likely to be a great challenge for the company bearing in mind that it is introducing the book to the Canadian market for the first time.

Works Cited

Blake, Raymond B. The Trajectories of Rural Life: New Perspectives on Rural Canada, Regina: Canadian Plains Research Center [u.a., 2003. Print.

Gilbert, Neil, Nigel Parton, and Marit Skivenes. Child Protection Systems: International Trends and Orientations, New York, NY: Oxford University Press, 2011. Print.

Hessing, Melody, Michael Howlett, and Tracy Summerville. Canadian Natural Resource and Environmental Policy: Political Economy and Public Policy, Vancouver: UBC Press, 2005. Print.

Kalman, Bobbie. Canada: The People, New York, NY: Crabtree Pub, 2010. Print.

Richter, Miriam V. Creating the National Mosaic: Multiculturalism in Canadian Children’s Literature from 1950 to 1994, Amsterdam: Rodopi, 2011. Internet resource.

Solomon, Michael R, Rosemary Polegato, and Judith L. Zaichkowsky. Consumer behavior: Buying, Having, and Being, Toronto: Pearson Canada, 2011. Print.

Turner, Francis J. Canadian Encyclopedia of Social Work. Waterloo, Ont: Wilfrid Laurier University Press, 2005. Print.

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