International

Marketing

Assignment

By:

Ambuj Rai

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 Roll no.: 2010014
Country Notebook of Canada
The Country NotebookA Guide for Developing a Marketing Plan

TheCountryNotebookOutline(ClickhereformoreinformationabouttheCountryNotebook.)
I.CulturalAnalysis
II.EconomicAnalysis
III.MarketAuditandCompetitiveMarketAnalysis
IV.PreliminaryMarketingPlan

I.CulturalAnalysiswriting guide

Guideline
I. Introductionwriting guide

Canada is a North American country consisting of ten provinces and three territories. Located
in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean
in the west, and northward into the Arctic Ocean. Spanning over 9.9 million square kilometres, Canada
is the world's second-largest country by total area, and its common border with the United States is the
longest land border in the world.Canada is a federal state that is governed as a parliamentary
democracy and a constitutional monarchy with Queen Elizabeth II as its head of state. It is a bilingual
nation with both English and French as official languages at the federal level. One of the world's most
highly-developed countries, Canada has a diversified economy that is reliant upon its abundant natural
resources and upon trade particularly with the United States, with which Canada has had along and
complex relationship.

II. Briefdiscussionofthecountrysrelevanthistorywritingguide

III. Geographical setting writing guide

Canada occupies a major northern portion of North America, sharing the land borders with
the contiguous United States to the south and the US state of Alaska to the northwest.

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 A. Locationwritingguide
Canada stretches from the Atlantic Ocean in the east to the Pacific Ocean in the west; to the north lies
the Arctic Ocean. By total area (including its waters), Canada is the second-largest country in the
world, after Russia. By land area alone, Canada ranks fourth.

B. Climatewritingguide

Average winter and summer high temperatures across Canada vary from region to region. Winters can
be harsh in many parts of the country, particularly in the interior and Prairie provinces, which
experience a continental climate, where daily average temperatures are near 15 C (5 F), but can
drop below 40 C(40 F) with severe wind chills. In noncoastal regions, snow can cover the ground
for almost six months of the year, while in parts of the north snow can persist year-round. Coastal
British Columbia has a temperate climate, with a mild and rainy winter. On the east and west coasts,
average high temperatures are generally in the low 20s C (70s F), while between the coasts, the
average summer high temperature ranges from 25 to 30 C (77 to 86 F), with temperatures in some
interior locations occasionally exceeding 40 C (104 F).

C. Topographywritingguide
The country lies between latitudes 41 and 84N, and longitudes 52 and 141W. Since 1925, Canada
has claimed the portion of the Arctic between 60and 141W longitude. Canada is home to the world's
northernmost settlement, Canadian Forces Station Alert, on the northern tip of Ellesmere Island
latitude 82.5N which lies 817 kilometres (508 mi) from the North Pole. Much of the Canadian
Arctic is covered by ice and permafrost. Canada has the longest coastline in the world, with a total
length of 202,080 kilometres (125,570 mi), additionally, its border with the United States is the world's
longest land border, stretching over 8,890 kilometres (5,520 mi).

IV. Social institutions writing guide

A. Familywriting guide

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 1. Thenuclearfamily
Canada's statistics is based on couple families, with or without children, and lone-parent families.

2. Theextendedfamily

The Canadian generally dont follow the concept of extended family

3. Dynamicsofthefamily

a.Parentalroles

The Canadian is based on concept of couple family, with or without children ,and lone parents

b. Marriage and courtship

Most people follow the culture of marriage

. Female/maleroles(changingorstatic?)

Female are taking more and more parts in various fields in the country

B. Educationwriting guide

Education in Canada is for the most part provided publicly, funded and overseen by federal,
provincial, and local governments. Education is within provincial jurisdiction and the curriculum is
overseen by the province. Education in Canada is generally divided into primary education, followed
by secondary education and post-secondary. Within the provinces under the ministry of education,
there are district school boards administering the educational programs. Education is compulsory up
to the age of 16 in every province in Canada, except for Manitoba, Ontario and New Brunswick,
where the compulsory age is 18.

1. Theroleofeducationinsociety

Elementary, secondary, and post-secondary education in Canada is a provincial responsibility and

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there are many variations between the provinces. Some educational fields are supported at various
levels by federal departments. The Department of Indian and Northern Affairs Canada is responsible
for the education of First Nations. Vocational training can be subsidized by the Learning branch of
Human Resources and Skills Development Canada (a federal department).

a.Primaryeducation(quality,levelsofdevelopment,etc.)

Starting at grade one, at age six or seven, there is universal publicly funded access up to grade
twelve (or equivalent). Dependent on the province the age of mandatory entry is at 47 years. Children
are required to attend school until the age of sixteen (eighteen in Ontario and New Brunswick).
Primary education and secondary education combined are sometimes referred to as K-12
(Kindergarten through Grade 12). It should be noted that this structure can vary from school to school,
and from province to province).
Education is compulsory up to the age of 16 in every province in Canada, except for Ontario
and New Brunswick (where the compulsory ages are 18). Students may continue to attend high school
until the ages of 19 to 21 (the cut-off age for high school varies between province). Those 19 and over
may attend adult school. Also if high schoolers are expelled or suspended for a period of time over 2
months or so they could attend night school at the high school.

b.Secondaryeducation(quality,levelsofdevelopment,etc.)

Secondary education in Quebec continues to Grade 11 (Secondary V), and is typically followed by
college, a two year pre-university (university for Quebecers is three years, except Engineering), or
three year vocational program taken after high school. (see Education in Quebec).

c.Highereducation(quality,levelsofdevelopment,etc.)

Nearly all post-secondary institutions in Canada have the authority to grant academic credentials (i.e.,
diplomas or degrees). Generally speaking, universities grant degrees (e.g., bachelor's, master's or
doctorate degrees) while colleges, which typically offer vocationally-oriented programs, grant
diplomas and certificates. However, some colleges offer applied arts degrees that lead to or are
equivalent to degrees from a university. Private career colleges are overseen by legislative acts for
each province, For example in British Columbia training providers will be registered and accredited
with the (PCTIA) Private Career Training Institutions Agency regulated under the Private Career
Training Institutions Act (SBC 2003) Each province with their own correlating agency. Unlike the
United States, there is no "accreditation body" that oversees the universities in Canada. Universities in
Canada have degree-granting authority via an Act or Ministerial Consent from the Ministry of
Education of the particular province. In most cases, bachelor's degree programs in Quebec are three
years instead of the usual four; however, in many cases, students attending a university in Quebec that
did not graduate from college must complete an additional year of coursework. When Ontario had five
years of high school, a three-year bachelor's degree was common, but these degrees are being phased
out in favour of the four-year degree.

2.Literacyrates

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About one out of ten Canadians does not have a high school diploma one in seven has a university
degree the adult population that is without a high school diploma is a combination of both immigrant
and Canadian-born. In many places, publicly-funded high school courses are offered to the adult
population. The ratio of high school graduates versus non diploma-holders is changing rapidly, partly
due to changes in the labour market that require people to have a high school diploma and, in many
cases, a university degree.

C. Politicalsystemwriting guide

The politics of Canada function within a framework of parliamentary democracy and a federal system
of parliamentary government with strong democratic traditions. Canada is a constitutional monarchy,
in which the Monarch is head of state.

1. Politicalstructure

The country has a multi-party system in which many of its legislative practices derive from the
unwritten conventions of and precedents set by Great Britain's Westminster Parliament. However,
Canada has evolved variations: party discipline in Canada is stronger than in the United Kingdom and
more parliamentary votes are considered motions of confidence, which tends to diminish the role of
non-Cabinet Members of Parliament (MPs).

2. Politicalparties
The two dominant political parties in Canada have historically been the Liberal Party of Canada and
Conservative Party of Canada (or its predecessors), and as of the 2011 election the social-democratic
New Democratic Party (NDP) has risen to prominence. Smaller parties like the Quebec nationalist
Bloc Qubcois and the Green Party of Canada can exert their own influence over the political
process.

3. Stabilityofgovernment
The monarchy is hereditary. The Governor General is appointed by the monarch on the advice of the
Prime Minister for a non-specific term, though it is traditionally approximately five years.

4. Specialtaxes

These are special taxes taken up by the Government

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 5. Roleoflocalgovernment

Local government makes all the rules and regulation in Canada

D.Legalsystemwriting guide

The court system of Canada is made up of many courts differing in levels of legal superiority and
separated by jurisdiction. Some of the courts are federal in nature while others are provincial or
territorial.
The Canadian constitution gives the federal government the exclusive right to legislate
criminal law while the provinces have exclusive control over civil law. The provinces have jurisdiction
over the administration of justice in their territory. Almost all cases, whether criminal or civil, start in
provincial courts and may be eventually appealed to higher level courts. The quite small system of
federal courts only hear cases concerned with matters which are under exclusive federal control, such
as federal taxation, federal administrative agencies, intellectual property and certain aspects of national
security. The federal government appoints and pays for both the judges of the federal courts and the
judges of the superior-level court of each province. The provincial governments are responsible for
appointing judges of the lower provincial courts.
1. Organizationofthejudiciarysystem

Canada's court system is a four-level hierarchy as shown below from highest to lowest in terms of
legal authority. Each court is bound by the rulings of the courts above them; however, they are not
bound by the rulings of other courts at the same level in the hierarchy. The Canadian system has

Provincial Courts
Superior Courts
Supreme Court of Canada

2. Code,common,socialist,orIslamiclawcountry?writingguide

The country generally follow the common code but they follow the culture of Christianity

3. Participationinpatents,trademarks,andotherconventionswriting
guide

4. MarketingLawswritingguide

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 E. Socialorganizationswriting guide

An informal network of non-profit community organizations across Canada. The work of social
planning organizations (also referred to as Social Planning Councils) focuses on a range of
community development and social justice issues.

1. Groupbehavior

The general purpose of social planning organizations is to help build and strengthen
community Social planning organizations may undertake a variety of activities, including:
Conducting social research
Policy analysis and development
Planning, convening and collaborating
Community mobilization, and
Advocacy

2. Socialclasses
These generally consists of people from all class and high class, medium and low class people

3. Clubs,otherorganizations

4. Race,ethnicity,andsubcultures
These consists of people of different race and ethnicity and culture

F. Businesscustomsandpracticeswriting guide

V. Religionandaestheticswriting guide

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Religion is a collection of cultural systems, belief systems, and worldviews that establishes symbols
that relate humanity to spirituality and, sometimes, to moral values

A. Religionandotherbeliefsystems

1. Orthodoxdoctrinesandstructures

2. Relationshipwiththepeople

3. Whichreligionsareprominent?

4. Membershipofeachreligion

5. Anypowerfulorinfluentialcults?

B. Aestheticswriting guide

1. Visualarts(finearts,plastics,graphics,publicart,colors,etc.)writing
guide

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 The various types of aesthetics in Canada are :
Spa education
Hair styling education
the popularity of cosmetic medical treatments

2. Drama, ballet, and other performing arts writing guide

3. Folklore and relevant symbols writing guide

VI. Living conditions writing guide

A. Dietandnutritionwriting guide

1. Meatandvegetableconsumptionrates

2. Typicalmeals

3. Malnutritionrates

4. Foodsavailable

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 B. Housingwriting guide

Public housing in Canada is a federal, provincial, or local program designed to provide subsidized
assistance for low-income and poor people. Increasingly provided in a variety of settings, public
housing used to be one or more blocks of low-rise and/or high-rise housing operated by a government
agency.

1. Typesofhousingavailable
The type of Housing available in Canada
Apartments
Rooming house
Semi-detached or duplex
Singe-room occupancy
Detached

2. Domostpeopleownorrent?
Canadians take care of their houses and gardens.
Most Canadians want to eventually buy a home. When Canadians grow older, they often sell
their houses and use the money from the sale to buy an apartment.
Canadians do not expect people to visit without invitation.

3. Domostpeopleliveinonefamilydwellingsorwithotherfamilies?

C. Clothing

1. Nationaldress

Canada does not have a traditional or national dress as such. In the northern regions, or frankly
anywhere it gets cold, Canadians wear parkas, long john's (an undergarment, basically long
underwear), tuques (woolen caps), scarves, ear muffs, and various jackets that can be made with down
lining or leather

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 2. Typesofclothingwornatwork

Inuit and other Native Indians have their own highly developed traditional wear that is made of leather
skins and furs. Some Canadians own moccasins for use as slippers or around the yard outdoor wear. In
the summer most anything goes, Canadians just want to stay cool as it can get quite hot.
Stereotypically, Canadians are associated with plaid jackets, or "lumberjack shirts" which are in fact
used in the country and by hunters and in more remote regions whose inhabitants are more concerned
with staying alive and warm than being fashionable.
Traditional clothing includes socks, leggings, ojibwa shirts, trousers, moccasins or boots, gloves,
mittens, and parkas.

D. Recreation,sports,andotherleisureactivitieswriting guide

1. Typesavailableandindemand

2. Percentageofincomespentonsuchactivities

E. Socialsecuritywriting guide

The Old Age Security pension is a taxable monthly social security payment available to most
Canadians 65 years of age or older. As of July, 2011, the basic amount is C$533.70 per month. At tax
time, recipients with 2010 incomes over C$67,668 must pay back a portion of their Old Age Security
at a rate of 15% of net income. This is often referred to as a clawback. The OAS pension is fully
clawed back for people with incomes over C$110,038. Canada has social security agreements with a
number of countries. These agreements may allow a person who has lived in Canada and another
country (for example, the U.S.), to count years spent in the other country to qualify for the OAS
pension.

F. Healthcare
Health care in Canada is delivered through a publicly-funded health care system, which is mostly free
at the point of use and has most services provided by private entities. It is guided by the provisions of
the Canada Health Act. The government assures the quality of care through federal standards. Canada's

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provincially-based Medicare systems are cost-effective partly because of their administrative
simplicity. Private insurance is only a minimal part of the overall health care system. Competitive
practices such as advertising are kept to a minimum, thus maximizing the percentage of revenues that
go directly towards care.

A health card is issued by the Provincial Ministry of Health to each individual who enrolls for the
program and everyone receives the same level of care.There is no need for a variety of plans because
virtually all essential basic care is covered, including maternity and infertility problems. Health
coverage is not affected by loss or change of jobs, as long as premiums are up to date, and there are no
lifetime limits or exclusions for pre-existing conditions.

Pharmaceutical medications are covered by public funds for the elderly or indigent, or through
employment-based private insurance. Drug prices are negotiated with suppliers by the federal
government to control costs. Family physicians are chosen by individuals. If a patient wishes to see a
specialist or is counseled to see a specialist, a referral can be made by a GP. Preventive care and early
detection are considered important and yearly checkups are encouraged. Early detection not only
extends life expectancy and quality of life, but cuts down overall costs.

VII. Language writing guide

A. Officiallanguage(s)writing guide

English and French are recognized by the Constitution of Canada as "official languages." This means
that all laws of the federal government are enacted in both English and French and that federal
government services must be available in both languages.

B. Spokenversuswrittenlanguage(s)
A multitude of languages are used in Canada. According to the 2006 census, English and French are
the mother tongues of 58.8% and 23.2% of Canadians respectively. New Brunswick is the only
Canadian province that has both English and French as its official languages. Quebec's official
language is French. English and French are recognized by the Constitution of Canada as "official
languages." This means that all laws of the federal government are enacted in both English and French
and that federal government services must be available in both languages.

C.Dialectswriting guide

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VIII. Executive summary writing guide

IX. Sources of information

The Sources of information is Internet.

X. Appendixes

II.EconomicAnalysiswriting guide

Guideline
I. Introduction

Canada has the tenth largest economy in the world (measured in US dollars at market exchange rates),
is one of the world's wealthiest nations, and is a member of the Organization for Economic Co-
operation and Development (OECD) and Group of Eight (G8). As with other developed nations, the
Canadian economy is dominated by the service industry, which employs about three quarters of
Canadians. Canada is unusual among developed countries in the importance of the primary sector,
with the logging and oil industries being two of Canada's most important. Canada also has a sizable
manufacturing sector, centered in Central Canada, with the automobile industry especially important.

II. Population writing guide

The historical growth of Canada's population is complex and has been influenced by several factors,
such as indigenous populations, expansion of territory, and human migration. Being a New world
country, Canada has been predisposed to be a very open society with regards to immigration, which
has been the most important factor in its historical population growth.

A. Totalwriting guide

Canadians make up 0.5% of the world's total population .Canada's current annual population growth
rate is 1.238%, or a daily increase of 1,137 individuals. Natural growth accounts for an annual increase
of 137,626 persons, at a yearly rate of 0.413%.

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 1. Growthrates

Canada's current annual population growth rate is 1.238%, or a daily increase of 1,137 individuals.

2. Numberoflivebirths

In 2009, the total population of Canada is 33,894,000 persons

B. Distributionofpopulationwriting guide

The country's largest self-reported ethnic origin is Canadian (accounting for 32% of the population),
followed by English (21%), French(15.8%), Scottish (15.1%), Irish (13.9%), German (10.2%), Italian
(4.6%), Chinese (4.3%), First Nations (4.0%), Ukrainian (3.9%), and Dutch (3.3%).The leading
emigrating countries to Canada were China, Philippines and India. By 2031, one in three Canadians
could belong to a visible minority group

1. Age

The mandatory school age ranges between 57 to 1618 years, contributing to an adult literacy rate of
99%. In 2002, 43% of Canadians aged 25 to 64 possessed a post-secondary education; for those aged
25 to 34, the rate of post-secondary education reached 51%.

2. Sex

The population consists of both Male & Female

3. Geographic areas (urban, suburban, and rural density and

concentration)

The majority of Canadians (approximately 80%) live in urban areas concentrated in the Quebec City
Windsor Corridor, the BC Lower Mainland, and the CalgaryEdmonton Corridor in Alberta. In
common with many other developed countries, Canada is experiencing a demographic shift towards an
older population, with more retirees and fewer people of working age.

4. Migration rates and patterns

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III. Economicstatisticsandactivitywritingguide

Canada has the tenth largest economy in the world (measured in US dollars at market exchange rates),
is one of the world's wealthiest nations, and is a member of the Organization for Economic Co-
operation and Development (OECD) and Group of Eight (G8). As with other developed nations, the
Canadian economy is dominated by the service industry, which employs about three quarters of
Canadians.[9] Canada is unusual among developed countries in the importance of the primary sector,
with the logging and oil industries being two of Canada's most important. Canada also has a sizable
manufacturing sector, centered in Central Canada, with the automobile industry especially important.

A. Grossnationalproduct(GNPorGDP)

1. Total

CanadahastheGDPof$1.758trillionintheyear2011

2. Rateofgrowth(realGNPorGDP)
Canada has the GDP growth rate of 2.4% in the year 2011

B. Personalincomepercapitawriting guide

ThepercapitaincomeofCanadaisaround$40,300

C. Averagefamilyincome

Familieshadmedianmarketincomeof$74,900.Seniorfamilies,thoseinwhichthemajorincome
earnerwasaged65orover,earned$35,500inmedianmarketincome,comparedwith$82,500forall
otherfamilies.Unattachedindividualshad$31,300inmedianmarketincome.

D. Distributionofwealth

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 1. Incomeclasses
The country consist of people from middle class and people from higher class

2. Proportionofthepopulationineachclass

3. Isthedistributiondistorted?

E. Mineralsandresourceswriting guide

NaturalResourcesCanada(NRCan)workstoensuretheresponsibledevelopmentofCanada'snatural
resources,includingenergy,forests,mineralsandmetals.NRCanalsousesitsexpertiseinearth
sciencestobuildandmaintainanuptodateknowledgebaseofourlandmassandresources."To
promoteinternalcollaboration,NRCanhasimplementedadepartmentalwidewikibasedonMedia
Wiki.NaturalResourcesCanadaalsocollaborates

F. Surfacetransportationwriting guide

1. Modes

ThevariousmodesofTransportsavailableinCanada are
Airports
Seaports
Railway
Road transportation

2. Availability

TherearealltypesofTransportationmediumpresentinCanadasuchasrail,roads,airways,seaports

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 3. Usagerates

TherailandroadtransportationareamongthehighestusedTransportationNetworkinCanada

4. Ports

G. Communicationsystemswriting guide

1. Types

Canada has excellent communications. Canada has one of the world's highest levels of universal
telephone service. Canadian communication systems include satellite communications, national data
networks, optical fibre networks, cellular telephony, cable TV, and virtually universal Internet access.

2. Availability

Communications have always played a large role in Canadian affairs and the subject of continuous
study and government support. Since the creation of Canada's domestic satellite system,
telecommunications has been front and centre in the nation's scientific and industrial policies. In fact,
it is the current policy of the Government of Canada to make Canada the most connected country in
the world.

3. Usagerates
Canada had the world's first commercial telephone system and North America's first mobile
telecommunications system. JANET, the first commercial meteor-burst communication system was
Canadian. Canada had the Western world's first domestic satellite communications system. Canada
had the world's first nation-wide digital data network. Canada has the world's largest contiguous
cellular telephone network. Canadians have greater access to cable television service than the people
of any other nation. Canada now has nation-wide fibre optic links.

H. Workingconditionswriting guide

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 1. Employeremployeerelations

The Canada follows a better Employer- employee relationship

2. Employeeparticipation

Employees take participation in all activities in Canada. The government has provided them with the
right to form a Union, Except those of the government employees. As a Canadian employee, you are
protected by very strict employment laws that govern work hours, minimum wages and working
conditions.

3. Salariesandbenefits

The average salary in Canada depends on what kind of job you are doing and what level of
qualifications you have obtained. The average salary for a degree holder in Canada is approximately
$55,000. The average working hours are between 35 to 40 hours a week with the majority of work
being conducted between Monday to Friday During the first few years with most Canadian employers,
you will be allowed 10 Holiday days a year and thereafter 15 to 20 holiday days.
.

I.Principalindustries

1. WhatproportionoftheGNPdoeseachindustrycontribute?

2. Ratioofprivatetopubliclyownedindustries

In Canada, state-owned corporations often use the style Crown corporation, indicating that an
organization is established by law, owned by the sovereign, and overseen by parliament and the
Cabinet. Former crown corporations before their privatization include Air Canada, St. Lawrence
Seaway Authority, and Petro-Canada.

Crown Corporations also exist at the provincial level in Canada. Saskatchewan

has maintained the largest number of crown corporations, including Sask Energy, Sask Power,
SaskTel, SaskWater, and Saskatchewan Government Insurance. Crown corporations of British

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Columbia include BC Hydro, BC Ferries, and the British Columbia Lottery Corporation.

Privatization, or the selling of crown corporations to private interests, is very

common throughout Canada. Petro-Canada, Canadian National Railway, and Air Canada are examples
of former federal crown corporations that have been privatized. At the provincial level, privatized
former crown corporations include Alberta Government Telephones (which merged with privately
owned BC Tel to form Telus), BCRIC, Manitoba Telecom Services, and Potash Corporation of
Saskatchewan which retained its name and has become the world's largest producer of potash.

J. Foreigninvestmentwriting guide

1. Opportunities?

When considering business expansion or new North American investment opportunities, Canada
should be top of mind as your investment destination of choice. The amount for the year 2010 is 299
million dollars

2. Whichindustries?

Aerospace: Ag-biotech Automotive: Bio-Products: Business Services: Chemicals: Digital Media -

Games:

K. Internationaltradestatisticswriting guide

1. Majorexports

Petroleumproducts64billion$
Passengervehicles(cars&Vans)37billion$
Carparts&accessories16Billion$
Aluminumproducts8billion$
Lumber7billion$

a.Dollarvalue

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TheexchangerateforCanadiandollaris1.021

b.Trends

Realgdpwasunchangedinoctober,fallingshortofmarketforcastfor0.1%increase.Unseasonable
weatheaccountedfor1.5%outputinutilitiesoutputwithdemandforeletricityandnaturalgas
decreasing
2. Majorimports

a.Dollarvalue

b.Trends

3. Balanceofpaymentssituation

a.Surplusordeficit?

Thereisanegativevalueof50,864

b.Recenttrends

The balance of payment is negative as total receipt is 547141 and the total payment is 598005

4. Exchangerateswriting guide

The exchange rate is conversion of Canadian dollars using the current day's exchange rates.

a.Singleormultipleexchangerates?

Replaces the C-6 index as the Bank's new measure of the value of the Canadian dollar vis-a-vis the
currencies of its most important trading partners.

b.Currentrateofexchange

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 L. Traderestrictionswriting guide

1. Embargoes
Certainorganizationsandindividualsaresubjecttotradesanctions,embargoes
andotherrestrictionsunderU.S.law.EmbargoedorOtherwiseRestricted
Destinations,Organizations,orIndividualsare:
OfficeofForeignAssetsControl
OFACTargetedSanctionsCountriesandTerritories
CountrieswithrestrictedentitiesontheEAREntityChart

2. Quotas

3. Importtaxes

CanadianimportdutiesistheamountoftaxortariffpaidwhileimportinggoodsintoCanada.The
CanadaBorderServicesAgencycollectsthetariffonallimportedgoods.

AccordingtotheNorthAmericanFreeTradeAgreement,thereisnodutytobe
paidifthegoodsareforpersonaluseand"thegoodsaremarkedasmadeintheUnitedStates,Canada
orMexico,orthegoodsarenotmarkedorlabelledtoindicatethattheyweremadeanywhereother
thanintheUnitedStates,CanadaorMexico.
Canadiansalsohavetopaythefederalgoodsandservicestaxandinmost
provincesprovincialsalestaxontheimportedgoods.

4. Tariffs

TheCustomsTariffisbasedontheWorldCustomsOrganization's(WCO)
HarmonizedCommodityDescriptionandCodingSystem(HS).
TheCBSAalsooffersadvancerulingsfortariffclassificationwhichprovide
binding,writtenadviceastotheclassificationofaproduct.
5. Licensing

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There are various restrictions provided by the government for which licensing is essential

M.Extentofeconomicactivitynotincludedincashincomeactivitieswriting guide

1. Countertrades

A convenience store, corner store, corner shop, commonly called a bodega in Spanish-speaking areas
of the United States, (in New York City any convenience store is referred to as a bodega), is a small
store or shop in a built up area that stocks a range of everyday items such as groceries, toiletries,
alcoholic and soft drinks, and may also offer money order and wire transfer services. They differ from
general stores and village shops in that they are not in a rural location, and are used as a convenient
supplement to the main shopping rather than being the main store.

a. Productsgenerallyofferedforcountertrading

The most common type of foods offered in convenience stores are breakfast sandwiches and other
breakfast foodSome stores have a delicatessen counter, offering custom-made sandwiches and
baguettes. Others have racks offering fresh delivered or baked doughnuts from local doughnut shops.
Some stores have a self-service microwave oven for heating purchased food.

b.Typesofcountertradesrequested(i.e.,barter,
counterpurchase,etc.)

2. Foreignaidreceivedwriting guide

By the mid-1980s, Canadian federal and provincial government funding of NGO work amounted to
between $200 and $250 million (or 10-12% of total foreign aid), with at least an equivalent amount
raised from private sources. At the same time, there has been a tremendous expansion in the number of
NGOs - now about 250, including not only the traditional voluntary aid agencies but also colleges and
universities, co-operatives, professional associations, and unions.

N.Laborforce

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 1. Size

The Canadian lab our force is 18.53 million in 2010

2. Unemploymentrates

TheUnemploymentrateofCanadais7.2%in2011

O. Inflationrateswriting guide

The Inflation rate of Canada is 1.6% in 2010 The inflation rate year over year was 2.8936% (compared
to 2.8961% for the previous month). Inflation from October 2011 to November 2011 was 0.0828%

IV. Developments in science and technology

A. Currenttechnologyavailable(computers,machinery,tools,etc.)

ThefirsthousesinCanadawereconstructedatPortRoyalontheAnnapolisRiverin
whatisnowNovaScotiain1605.
Thenewarrivalsalsobroughtneweatinghabits.Meatfromanimalssuchascows,
sheep,chickensandpigswascommonaswerenewtypesoffruitsandvegetables.
Theseitemswereeatenfreshbutcouldbestoredforlaterconsumptionifsalted,
pickledorfrozen.Grainwasgroundtoflouratthelocalgristmillandbakedinthe
homeovenwithyeasttomakebread.Hopps,grainandfruitwerefermentedtomake
beer,hardalcoholandwine.Mealswereservedonpewterorchinaplatesandeaten
withametalknife,forkandspoon.Theplacesweresetonasimplewoodentable
withwoodenchairsoftenmadebythemanofthehouse.
Musicalinstrumentsdidmuchtoenliventhecoloniallife.Inthewellknowndocuments
TheJesuitRelations,thereisreferencetotheplayingofthefiddlein1645andthe
organ(music)in1661.QuebecCityboastedofCanada'sfirstpianoin1784.

B. PercentageofGNPinvestedinresearchanddevelopment

24
 C. Technologicalskillsofthelaborforceandgeneralpopulationwriting guide

ThepopulationofCanadaismoretowardsthetechnologydevelopment

V. Channels of distribution (macro analysis) writing guide

Retail trade is the sale of goods or services to consumers for personal or household use.
Consumer spending through the retail trade accounts for 60% of the Gross Domestic Product of
Canada and employs over one million people. Statistics Canada recognizes some 206 300 retail outlets
in Canada, primarily shops, car dealers, supermarkets and department stores, but the number does not
include street vendors, farmers' markets, roadside stands or the growing
A.Retailerswriting guide

1. Numberofretailers

Thereare2broadcategoriesofretailtradeorganization:retailchains,whichoperate4ormorestores
inthesamekindofbusinessunderthesameownership,andindependentretailersoperating1to3
stores.ByStatisticsCanadadefinition,alldepartmentstoresarechains,andchainsdominatevariety
stores,familyshoestoresandgeneralmerchandisestores.Thereis,however,anincreasingproportion
ofindependentretailersoperatingunderfranchises.Thesefranchisingarrangementsallowthe
independentstogaintheeconomiesofscaleinbuyingandmarketingpowerthathavetraditionally
beenthestrengthofthechains

2. Typical size of retail outlets

ThesizeofretailoutletsinCanadadependuponthedecisionoftheretailers

3. Customary markup for various classes of goods

4. Methods of operation (cash/credit)

The retail store works on the basis of cash as well as credit policy

5. Scale of operation (large/small)

25
Over95%ofnationalsalesbygarages,usedcardealers,motorvehicledealersandfloristsaremadeby
independentretailers.Thereis,however,anincreasingproportionofindependentretailersoperating
underfranchises.Thesefranchisingarrangementsallowtheindependentstogaintheeconomiesof
scaleinbuyingandmarketingpowerthathavetraditionallybeenthestrengthofthechains.Someof
thelargestcorporationsinCanadaareretailchains

6. Role of chain stores, department stores, and specialty shops

The franchising arrangements allow the independents to gain the economies of scale in buying and
marketing power that have traditionally been the strength of the chains. Some of the largest
corporations in Canada are retail chains.

By 1991 it was estimated that the 1106 chains in the country controlled about 38 650 stores accounting
for over 40% of all retail sales. The largest chains (100 or more stores) account for almost one half of
the chain stores in the country, and for 50.1% of the chain store sales. Most of the largest chain
organizations are headquartered in either Toronto or Montral.

Department stores are huge emporiums selling a wide variety of goods.. Statistics Canada
distinguishes major ("traditional") department stores from junior department stores, the latter selling
the same wide range of goods as major department stores, but are popularly described as discount
operations. The junior department category does not include all discount operations. Of the 312 major
department stores in Canada in 1994, 188 (60%) are in the 10 largest metropolitan areas.
Traditional department stores in the 1980s were experiencing a loss in market share to discount
operations who offered lower prices and more flexible financing for such items as furniture and
appliances, and to specialty retailers who offered better quality service.
The Specialty Store consists of stores dealing with one kind of products only.

B. Wholesalemiddlemenwriting guide

1. Numberandsize

The number of Wholesaler in the Supply Chain varies from one chain to the other

2. Customarymarkupforvariousclassesofgoods

3. Methodofoperation(cash/credit)

26
The retail store works on the basis of cash as well as credit policy

C. Import/exportagents
Import/Export agents are the person who provide the export and the import function in Canada

D. Warehousing

International Storage & Warehouses provides users with information on companies in the field of
expertise in warehousing and storing in Canada. Various products are stored in various locations in
Canada in different warehouses.

E. Penetrationofurbanandruralmarketswriting guide

The majority of Canadians (approximately 80%) live in urban areas concentrated in the Quebec City
Windsor Corridor, the BC Lower Mainland, and the CalgaryEdmonton Corridor in Alberta. In
common with many other developed countries, Canada is experiencing a demographic shift towards an
older population, with more retirees and fewer people of working age.

VI. Media writing guide

A. Availabilityofmediawriting guide

Canada has a well-developed media sector, but its cultural output particularly in English
films, television shows, and magazines is often overshadowed by imports from the United States.
Television, magazines, and newspapers are primarily for-profit corporations based on advertising,
subscription, and other sales-related revenues.
In the broadcasting sector, Canada has a government-funded broadcaster, the Canadian Broadcasting
Corporation/Socit Radio-Canada, which operates radio and TV networks in English and French. As
well, some provincial governments offer their own public educational TV broadcast services as well,
such as Ontario's TV Ontario and Quebec's Tl-Qubec. Given Canada's small market and its position
next to the dominant producer of feature films, the Canadian film industry receives substantial
assistance from the government. In the 2000s, about half of the budget of a typical Canadian film came

27
from various federal and provincial government sources.

B. Costs

1. Television

The Canadian television broadcasting industry is split between public and private ownership. Canada
currently has 130 originating television stations, which broadcast on 1,456 transmitters across the
country, on both the VHF and UHF bands. In addition to the public Canadian Broadcasting
Corporation/Socit Radio-Canada, which operates both English and French television networks, there
are four major private TV networks. CTV and Global broadcast in English, and are available
throughout the country. Digital television is an emerging technology in Canada.

2. Radio

Canada is served by almost 2000 radio stations, on both the AM and FM bands.As of 2010, the five
largest major commercial radio broadcast groups in Canada are; Astral Media, Newcap Broadcasting,
Rogers Communications, Corus Entertainment, and Bell Media. However, many smaller broadcasters
operate radio stations as well. In recent years, a notable trend in Canadian radio has been the gradual
abandonment of the AM band, with many AM stations applying for and receiving authorization from
the CRTC to convert to the FM band. In some Canadian cities, in fact, the AM band is now either
nearly or entirely vacant.

3. Print
Almost all Canadian cities are served by at least one daily newspaper, along with community and
neighborhood weeklies. In large cities which have more than one daily newspaper, usually at least one
daily is a tabloid format. Bilingual cities like Montreal and Ottawa have important papers in both
French and English.
Canada currently has two major "national" newspapers, The Globe and Mail and the National Post. Le
Devoir, though not widely read outside Quebec, is the French-language counterpart to the national
newspapers.

4. Othermedia(cinema,outdoor,etc.)
Most of Canada's film (and television) industry produces output geared towards mainstream North

28
American audiences, with Alliance Atlantis and Lions Gate Entertainment in particular enjoying
significant successes in recent years. Canada also produces films of a characteristically "Canadian"
nature, and of all Canadian cultural industries, this segment of the film industry has the hardest time
escaping the shadow of its (North) American counterpart.However, there is an established network of
film festivals which also provide important marketing and audience opportunities for Canadian films.
In addition to Toronto's film festival, the smaller Vancouver International Film Festival features films
from around the world, and festivals in Montreal, Quebec and Greater Sudbury, Ontarioamong other
citiesare also important opportunities for Canadian filmmakers to gain exposure among more
populist film audiences.

C. Agencyassistance

D. Coverageofvariousmedia

The Various types of media coverages are :

Television broadcasting
Cable television
Radio broadcasting
Newspapers
Motion pictures
Publishing
Magazines

E. Percentageofpopulationreachedbyeachofthemedia

VII.. Sources of information

Information is basically collected from the Internet

VIII. Appendixes

29
III. Market Audit and Competitive Market Analysis writing guide

Guideline
I. Introduction writing guide

The Market Audit & Competitive Market Analysis tells whether the country is good for doing trade or
for implementation of more foreign projects

II. The product writing guide

A. Evaluatetheproductasaninnovationasitisperceivedbytheintendedmarket
writing guide

1. Relative advantage writing guide

Building a Strong Economy for Canadians . This plan will achieve a higher standard of living and
better quality of life for Canadians as the world economy continues to transform. It is based on the
core belief that Canada can be a world leader today and for future generations. The five Canadian
advantages are:
Tax Advantage
Fiscal Advantage
Entrepreneurial Advantage
Knowledge Advantage
Infrastructure Advantage:

2. Compatibilitywriting guide

The market of Canada is very Compatible

3. Complexitywriting guide

There is no much complexity in the market as various products are sold in the market

30
 4. Trialabilitywriting guide

5. Observabilitywriting guide

The market of Canada is not changing very frequently but mostly depends upon the present condition

B. Majorproblemsandresistancestoproductacceptancebasedonthepreceding
evaluationwriting guide

III. The market writing guide

A. Describethemarket(s)inwhichtheproductistobesold

1. Geographicalregion(s)

The Quebec City Windsor Corridor, situated in Southern Quebec and Southern Ontario along the
Great Lakes and the St. Lawrence River are the region where the product is to be sold

2. Formsoftransportationandcommunicationavailableinthat(those)
region(s)

All types of transportation medium and Communication mediums are available in these regions

3. Consumerbuyinghabitswriting guide

a.Productusepatterns

31
Products are used by the consumers according to the various instructions which are mentioned on the
product

b.Productfeaturepreferences

There are no product feature preferences are required in the country

c.Shoppinghabits

According to the study, E-commerce is going strong in Canada as Canadians are going online to shop
and research products. For companies willing to adapt their retail strategies and market their products
through a variety of channels, including stores, catalogues and secure online environments, there are a
wealth of opportunities

4. Distributionoftheproductwriting guide

a.Typicalretailoutlets

There are various retail outlets present in the country such as chain stores, specialty stores, franchising
store concept

b.Productsalesbyothermiddlemen

Generally products are sold out by other mediums such as wholesalers, retailers, etc

5. Advertisingandpromotionwriting guide

a.Advertisingmediausuallyusedtoreachyourtargetmarket(s)

There are various of advertising media used in the country such as radio, T.V., Newspaper, etc

b.Salespromotionscustomarilyused(sampling,coupons,etc.)

6. Pricingstrategy

32
 a.Customarymarkups

The price paid up by the manufacturer which is essential

b.Typesofdiscountsavailable

There are various types of discount available to the manufacturers or to the wholesaler and retailers by
the government of Canada

B. Compareandcontrastyourproductandthecompetitionsproduct(s)
writing guide

1. Competitorsproduct(s)writing guide

a.Brandname

The name of the brand of the Competitor in Canada is Rite-Aid

b.Features

They are generally chain store and provide products at various location according to the need of the
customers

c.Package

They generally use the various packaging materials which is used in packaging of the product such as
plastics, silver foils ,etc

2. Competitorsprices

Competitors charges high price for the products as compared to the Discount Pharmaceuticals

3. Competitorspromotionandadvertisingmethods

33
Competitor uses various methods of promotion or advertising such as radio, T.V, Newspapers, etc

4. Competitorsdistributionchannels

Competitors use various distribution channels such as chain stores, franchising, etc

C. Marketsizewriting guide

1. Estimatedindustrysalesfortheplanningyear

The expected Industry sale for the country is around $72000

2. Estimatedsalesforyourcompanyfortheplanningyear

The expected sale of the company is around $60000

D. Governmentparticipationinthemarketplace

1. Agenciesthatcanhelpyou

2. Regulationsyoumustfollow

IV. Sources of information

Information is collected by Internet

34
V. Appendixes

IV. Preliminary Marketing Plan writing guide

Guideline
I. The marketing plan

A. Marketingobjectiveswriting guide

1. Targetmarket(s)(specificdescriptionofthemarket)

TheDiscountPharmacywillhavedifferentstrategiesforthetwodifferentgroups.Thewalkin
customerswillbetargetedthroughadvertisementsinthelocalpaper,"TheOregonian."The
advertisementswillraisevisibilityforTheDiscountPharmacyandtheirdiscountedprices.Astheprice
ofmedicationcontinuestoskyrocket,TheDiscountPharmacywillappealtolocalpeopleasawayto
trytocontaintheserisingcosts.Themailordercustomerswillbetargetedthroughanadvertising
campaigninmagazinesandnewslettersthathaveanolder(over55)crowdthatregularlyneeds
medicationandknowsinadvancewhattheirneedsare.
2. Expectedsales
ExpectedSaleofPharmaceuiticalcompanyis$72,494
3. Profitexpectations
Profit expectation of Pharma company is about 4% per year

4. Marketpenetrationandcoverage

TheprofileforTheDiscountPharmacy'scustomerconsistsofthefollowinggeographic,demographic,

35
andbehaviorfactors:
Maleandfemale.
Alargerpercentageofpeoplewillbeover50.
ManyofthepeoplearemembersoftheAARP.
Economicallyconsciousofgooddeals.
Morethanonemedicationatanyonetime.
Areonaprescriptionthatisacontinualcycle,notendingoncethemaladyiscorrected.
KnowwhattheyneedanddonotrequireextraservicesthatsomePharmacistsprovide.

B. Productadaptationormodificationwriting guide

1. Corecomponent

TheCoreComponentisthedrugswhichareusedbythePharmaceuticalCompany

2. Packagingcomponent

ThePackagingComponentusedbythePharmaceuticalCompanyisplasticrappersmadeupofsilver
foils

3. Supportservicescomponent

The Discount Pharmacy is a brick and mortar and mail order pharmacy that sells prescription
medication at lower prices than other pharmacies. The Discount Pharmacy is able to gain economies of
scale by selling larger quantities of drugs with less labor required per order. As more and more
Americans are on a continuous prescription to medicine, this trend will lend itself to rapid growth as
customers can mail order larger quantities of drugs that they will need over time. The Discount
Pharmacy takes order on mail services

C. Promotionmix

1. Advertising

36
 a.Objectives

The main objective of Discount Store is to provide the customers with the medical products at a lower
cost

b.Mediamix

The media mix used by the Discount store is mail order service, through which the various orders for
Drugs is made in Canada

c.Message

To provide the people of Canada with the pharmaceutical products at lower cost

d.Costs

Cost of the products is generally lower as compared to other pharma products in Canada

2. Salespromotions

a.Objectives

The main objective of Sales promotion of Discount Pharmaceutical in Canada is to provide customers
with pharma products at lower cost

b. Coupons

ThereisnocouponssystemavailableasmostoftheordersinDiscountPharmaceuticalsisdoneby
mailorderservice

c.Premiums

d.Costs

ThecostincurredinSalesPromotionofDiscountPharmaceuticalsislessasmostofthesaleisdone
ononlineviamailservices

3. Personalselling

37
Thereisnopersonalsellingdoneasmostoftheordersarefulfilledaftertheordersarereceived
throughmail

4. Otherpromotionalmethods

Theotherpromotionalmethodsusedare:
ThroughAdvertisingMedia
ThroughRadio

D. Distribution:Fromorigintodestinationwriting guide

1. Portselection

a.Originport

SincemostoftheproductsofDiscountPharmacyareorderedonnet,sotheyuseadistributioncentre
whereeveryproductiskeptandprovidedtothecustomerafterreceivingtheirorderonmail

b.Destinationport

TheEndCustomeristheonewhoisconsideredtobeasthefinaldestinationordestinationport

2. Modeselection:Advantages/disadvantagesofeachmode

a.Railroads

TheProductsusedinDiscountPharmaceuticalsareorderedthroughmailandthentheyareprovidedto
theendcustomeratdifferentlocationsaccordingtotheirrequirement.Railroadscoversalargeofarea
andsendingproductsthroughthismediumischeapest.

b.Aircarriers

AircarrierisalsooneoftheimportantmediumoftransportationfortheDiscountPharmaceuticalsas

38
theyprovidetoproductsinquickspanoftimetocustomersindifferentlocations.Thisisoneofthe
expensivemethodusedfortransportationofproducts

c.Oceancarriers

Thismethodisalsooneofthecheapestmethodsused.ButmostproductswhichareusedinDiscount
Pharmaceuticalsaretakenaswellastransportedtodifferentpartsofthecountry

d.Motorcarriers

Inthiscase,theproductsaretransportedthroughthedifferentpartsofthecountrywhicharenearby.

3. Packing

a.Markingandlabelingregulations

ThelabelingregulationsusedbytheDiscountPharmaceuticalisthatthecompositionofthesaltsas
wellasthemanufacturingdateoftheproductalongwiththeexpirydatesmustbementionedonthe
backoftheproducts

b.Containerization

Theproductsshouldbeplacedinairtightpackingsotheproductsdonotdamageorbecomeswastage
beforefinalconsumption.Productsarealsopackedinordertoundergobettertransportation.

c.Costs

Some amount of total budget for marketing used up in packaging of the product

4. Documentationrequired

a.Billoflading

Bill of Lading consists of bill of material which are part of Discount Pharmaceutical products

b.Dockreceipt

This consists of receipt which is collected when products are dispatched through sea medium

39
 c.Airbill

This consists of the receipt of material when product is dispatched through the air medium

d.Commercialinvoice

This consists of receipt of material when products are dispatched through the medium of road
transportation

e.Proformainvoice

This consist of detail description of products which are present in the Discount Pharmaceutical

f.Shippersexportdeclaration

This consists of declaration made by the exporter while dispatching of goods by the sea medium

g.Statementoforigin

h.Specialdocumentation

These are special documents which are required for transporting of Products through different medium

5. Insuranceclaims

These consist of insuring the products which are transferred through various medium to different
customers through different parts of the country so that if there is any damage in the product, the
product owner is provided with the required amount in future so that he does not faces loss in the
future

6. Freightforwarderwriting guide

This contains all information regarding sending the product through courier service

E. Channelsofdistribution(microanalysis)writing guide

40
 1. Retailers

a.Typeandnumberofretailstores

There are 2 broad categories of retail-trade organization: retail chains, which operate 4 or more stores
in the same kind of business under the same ownership, and independent retailers operating 1 to 3
stores. By Statistics Canada definition, all department stores are chains, and chains dominate variety
stores, family shoe stores and general merchandise stores. There is, however, an increasing proportion
of independent retailers operating under franchises. The size of retail outlets in Canada depend upon
the decision of the retailers

b.Retailmarkupsforproductsineachtypeofretailstore

c.Methodsofoperationforeachtype(cash/credit)

The retail store works on the basis of cash as well as credit policy

d.Scaleofoperationforeachtype(small/large)

Over 95% of national sales by garages, used car dealers, motor vehicle dealers and florists are made by
independent retailers. There is, however, an increasing proportion of independent retailers operating
under franchises. These franchising arrangements allow the independents to gain the economies of
scale in buying and marketing power that have traditionally been the strength of the chains. Some of
the largest corporations in Canada are retail chains

2. Wholesalemiddlemen

a.Typeandnumberofwholesalemiddlemen

The number of Wholesaler in the Supply Chain varies from one chain to the other

41
 b.Markupforclassofproductsbyeachtype

c.Methodsofoperationforeachtype(cash/credit)

The retail store works on the basis of cash as well as credit policy

d.Scaleofoperation(small/large)

Scale of operation of wholesaler is large as the products are required at various destination of the
country

3. Import/exportagents

Import/Exportagentsarethepersonwhoprovidetheexportandtheimportfunctionofvarious
productsinCanada

4. Warehousing

a.Type

TheWarehousingareusedatdifferentlocationswithinthecountrytoprovidetheproductsatdifferent
locationsatminimumcostandatlessamountoftime
b.Location

Differentlocationsareselectedforwarehousingofproductswithinthecountry

F. Pricedeterminationwriting guide

1. Costoftheshipmentofgoods

These are the costs involved for transporting of products(goods) through the sea medium to various

42
parts of the country

2. Transportationcosts

These consist of the cost of Transporting of Products at various locations in the country through the
various mediums

3. Handlingexpenses

a.Piercharges

These consists of Charges of the product taken up by the persons or the Piers such as labor charges

b.Wharfagefees

c.Loadingandunloadingcharges

These consists of the charges of the product taken for loading and unloading of the products at various
locations

4. Insurancecosts

These consists of Cost of products which is given to the insurance company in order to prevent any
loss to the buyer through failure of the product

5. Customsduties

These are the taxes taken up by the government in order to provide products at ship port of that
country

6. Importtaxesandvalueaddedtax

43
These are the taxes paid up by the manufacturer on import of his products to other country

7. Wholesaleandretailmarkupsanddiscounts

These are the discount given to wholesalers on the products ,if they purchase the products at large
quantity from the manufacturer

8. Companysgrossmargins

These consist of the profit which company is expected to gain after paying all the taxes and
expenditure

9. Retailprice

It is the price which is offered to the customer by the wholesaler or the retailer of the product

G. Termsofsale

1. EXworks,FOB,FAS,C&F,CIF

These are the terms which are used when products are dispatched from the manufacturer to buyer of
the products through various mediums

2. Advantages/disadvantagesofeach

H. Methodsofpaymentwriting guide

44
 1. Cashinadvance

These consists of payment of cash to the wholesaler by the buyer before the product is actually made
available to the buyer

2. Openaccounts

These consists of opening an accounts between the wholesaler and the buyer for transaction of goods
between them

3. Consignmentsales

These consists of report of sales of different products at the wholesale or the retailer

4. Sight,time,ordatedrafts

5. Lettersofcredit

These consists of letter which is given for making payment in future and providing the products
without making payment of the product

II. Pro forma financial statements and budgets

A. Marketingbudget

45
 1. Sellingexpense

These consist of costs incurred for Selling of products within the country

2. Advertising/promotionexpense

These consists of cost involved in advertising of products within the country

3. Distributionexpense

These consists of costs involved in distributing of products at various destination within the country

4. Productcost

These consists of cost involved in manufacturing and distributing of products in various parts of the
country

5. Othercosts

These includes of other expenses involve in promoting of product in various part of the country

B. Proformaannualprofitandlossstatement(firstyearandfifthyear)

III. Resource requirements

46
 A. Finances

These are the budget required for producing of the product within the country and providing them to
the various parts

B. Personnel

These are the cost and time incurred by a person in developing and distributing of products in various
parts of the country

C. Productioncapacity

These are the capacity of the manufacturer to produce products at various quantity and in required
amount of time with the effective use of available resources

IV. Sources of information

Sources of Information is Internet

V. Appendixes writing guide

47