Business Consulting Paper

Client: | HUSKY CZ, s.r.o. |

Project: | MARKET ANALYSIS AND BUSINESS STRATEGY FOR HUSKY’S PENETRATION INTO CANADIAN MARKET |

Delivered by: | Susquehanna University, Sigmund Weis School of BusinessSelinsgrove, Pennsylvania, USA, www.susqu.edu |

Team members: | Team 1Passanante, Courtney (team leader)Flannery, Sarah Buckholtz, HeatherKitchen, David Hampton, Lou |

Consulted by: | GIOBA, s.r.o., Prague, Czech Republic, www.gioba.com |

Contact person: | Zuzana ZelenickáInternational Programs Manager, zuzana.zelenicka@gioba.com mobile: +420 725 704 997, Skype contact: xzelz04 |

Version: | Final | Created by: | Team 1 | Date: | 25/02/ 2013 |

* Executive Summary

* Project Objectives

Our primary objective was to research the Canadian market, specifically the British Columbia area, in order to determine if it was suitable for HUSKY to expand into the hiking and outdoor equipment industry. We researched the Canadian market to determine if there would be a demand for HUSKY’s products within the British Columbia region, as well as see if it would be a profitable investment for HUSKY to make. Also, we looked into the possibility of partnerships and sponsorships of sporting and community events.

* Analyze the Canadian market

In order to analyze the Canadian market, we looked at the Political, Economic, Social, and Technological (PEST) aspects of the economy in Canada, but more specifically British Columbia. By analyzing these four aspects, HUSKY could decide if they think it would be beneficial to enter this economy or seek expansion elsewhere. We also researched barriers that HUSKY would have to face in order to gain entry into the market in the sense of free trade agreements, taxation, and regulations.

* Investigate Successful Competitors

Through research, we discovered three successful competitors that HUSKY would have to go up against if they were to enter the Canadian market. Three competitors that we...