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IM TEAM ASSIGNMENT

GROUP 5


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ETHNIC HOME FURNISHINGS

INDEX

CHAPTER PAGE NUMBER

DESCRIPTION OF PARAMETERS FOR MARKET SELECTION 7

BASIS OF SELECTION8

WEIGHTAGE AMAONG PARAMETERS 13

GENERAL DESCRIPTION OF MARKET SELECTION (PEST) 15

DESCRIPTION OF GRIDS 21

FINE SCEENING 52


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THE PRODUCT: ETHNIC HOME FURNISHINGS

Out Products & Services

The exclusive range of our cotton home furnishing products like

Table linens, Kitchen Linens, Bath Linens, Bed Linens & other

made ups, promises everything-fine texture, beauty, form and

style. Our home decor accessories showcase has an extra

ordinary collection that includes:

Home Furnishing Products

Table Linens

Kitchen Linens

Bed Linens

Bath Linens

Made - Ups & other home furnishingsproducts


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Hot Products

Cushion Cover

CrochetTableCover

Bed Sheets Chair Covers


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Bed SpreadsBed Sheet

Bed Sheets

Competitive advantage:

High quality home furnishings productproduction of

Customized home furnishing products at

economical rates

On-time deliverance of home furnishing

products

Capacity to execute home furnishing productsbulk orders expeditiously

Excellent home furnishing products post sale

services

High home furnishing products production


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capacity

Vast home furnishings product network all over

the globe

Our products are synonymous with style, elegance and class,

home furnishings, home furnishing textiles products made of

100% cotton, polyester handloom, power loom and shuttle-

less loom have made waves in the home furnishings textile

items industry with their impeccable quality andworkmanship.

Ours is a premier company known as leading manufacturers

and exporters of high class home furnishing products such as

kitchen linens, table linens, and bed linen & bath linens

products. We manufacture our home furnishings textile

products in accordance with customer specification and

provide comprehensive pre-and-after-sales services to our

clients. We are backed by an experienced and talented

workforce of dexterous designers and artisans. Our prime

objective is to achieve total customer satisfaction by

supplying best home furnishings, cotton textiles products

that includes kitchen window curtains, cushion covers &

table covers.


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CHAPTER 1

DESCRIPTION OF PARAMETERS FOR MARKET SELECTION


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CHAPTER 2

BASIS OF SELECTION

Factors considered for PEST Analysis

PEST i.e. Political Economical Social Technological Analysis is carried while

entering any new market because it helps us to get a clear idea about the business

environment in that place and if it is feasible to proceed with International

Business or not.

In our plan to enter into a foreign market for the products of Ethnic home

furnishings, we carried out PEST Analysis of different target countries in order to

choose the best option.


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POLITICAL ASPECTS:

The political environment of any country has major impact on the business

there and thus it is very crucial to analyze it.

For our product, the political environment holds 20% importance. Based on this

we decided various parameters.

y Government Policies: To check if the government is supportive offoreign trade and business and how co-operative are the policies in that

country.

WEIGHTAGE: 5%

y Government Stability: If the government is stable then only can otherthings function efficiently.

WEIGHTAGE: 5%

y Type of government: Monarchial, Democratic, Republic etc aredifferent types of governments and are very influential on the market.

WEIGHTAGE: 5%


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Also the tax policies should be moderate.

Economic policies:

Economy of any country has great importance and major role to play when

international business is considered.

We found it to have 35% importance especially with respect to our product.

y Gross Domestic Product: This depicts a good standard of living andeconomy is growing at high rate.

WEIGHTAGE: 10%

y Unemployment level: if the level is high then we have scope ofcheaper labour.

WEIGHTAGE: 8%y Infrastructure: this is most important factor as no industry can

flourish without a well established infrastructure.

WEIGHTAGE: 10%

y Labour: cheap and efficient is need of the hour and is really veryimportant.

WEIGHTAGE: 7%


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Social conditions:

The social environment, culture, ethics etc have important influence on the

customers and thus influences their choice as well.

It holds 35% importance in our analysis.

y Demography: the demographic features and characteristics influencepeople and in turn affecting the business.

WEIGHTAGE: 10%

y Income distribution: it affects the buying capacity of the customer.WEIGHTAGE: 10%

y Fashion trends: this is most dynamic and ever changing aspect andtaste of customers helps them in choosing type of product.

WEIGHTAGE: 7.5%

y Saving rate: the tendency of people to save money and invest in aproduct after deep thought would affect overall sales.

WEIGHTAGE: 7.5%


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Technological environment:For ethnic home furnishings the technology is not of that much importance but

has little influence on the overall entry in the market. As online shopping can

always enhance our sale and productivity.

The importance according to us is 10%.

There are only two major aspects as far as our product is considered:

y Use of internet.Online shopping.


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Tabular presentation of PEST distribution

ATTRIBUTES POINTS ALLOTED

POLITICAL 20(TOTAL)

Government stability 5

Type of government 5

Tax policies 5

Copyrights 5


ECONOMY 35(TOTAL)

GDP 10

Unemployment

Levels

8

infrastructure 10

lab our 7


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SOCIAL 35(TOYAL)

Demographics 10

Income

Distribution

10

Fashion trends 7.5

Saving rate 7.5


TECHNOLOGICAL 10(TOTAL)

Use of internet 5

0nline shopping 5


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CHAPTER 4

GENERAL DESCRIPTION OF MARKET SELECTION (PEST)

MAURITIUS: PEST ANALYSIS

1. Political Statusy Political success because of good governance and republic type government.y Followed British Westminster model.y Majority more than 50% are Hindus.y Copy rights and IPR are protected there: Copyright Act 1997 of Mauritius

Anyone applying for a patent or registering a trademark or design, whether

at the national or international level, is required to determine whether their

creation is new or is owned or claimed by someone else. Four WIPO treaties (listed

below) created classification systems which organize information concerning

inventions, trademarks, and industrial designs into indexed, manageable structures

for easy retrieval


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WIPO(World Intellectual Property Organisation) administers four treaties

establishing international classifications, the texts of which are also available:

1. the Strasbourg Agreement concerning the International Patent Classification(IPC);

2. the Nice Agreement concerning the International Classification of Goodsand Services for the Purposes of the Registration of Marks;

3. the Locarno Agreement establishing the International Classification forIndustrial Designs;

4. the Vienna Agreement establishing the International Classification of theFigurative Elements of Marks.

y Tax policy favourable for the business.:The Deputy Prime Minister Asimple and low tax jurisdiction is critical to our endeavour to open our

economy and country to the rest of the world. We are liberalizing trade at the

same time as we are empowering our enterprises to be globally competitive.

But most importantly, we are opening our country to attract foreign talent,

ideas, capital and technology.

y Stability of government is there.y Allowing of foreign companies to export because of scarce natural

resources.

2. Economic StatusGDP at present is 5.7% (2009) previously it was 7.6%.

Low employment rate 7.6% approximately.

Labour force strength of 584000 approximately (2009).

Good economic infrastructure and less population.


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37% labour is engage in the industry.

The Mauritian economy is based on four sectors: Textile, Tourism,

Sugar and Services.

Labour point of view favourable for the business.

3. Social Statusy Majority population lies in the city (Port Louis).y No official languageMost people in Mauritius are bilingual and

are equally fluent in English and French they deal with the English

language.

y Good earnings.y Population literacy rate

82.9%

y Culture : Mauritius is a blend of diverse cultures and religions. Thepopulation consists of Hindus, Creole, Chinese, Muslims and

Europeans.

4. Technological Status


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EFFORTS are in full swing to develop Mauritius into a cyber-island and

to make information and communication technology the fifth pillar of the

economy after sugar, textiles, tourism and financial services.

The island-nation's vision is to become a regional IT or 'dotcom

hub

Using of internet by the people there. Technology oriented. Many duty free shops and modern shopping centres (Caudan,

Curepipe, Floral Square, Happy World House, Orchard

Centre)

Emphasis on competitive framework. On line shopping.


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PEST ANALYSIS CANADA

ECONOMIC

Top ten trading nations

Mixed market

Low employment rate (7.77%)

Large govt. surplus

Among top 10 countries in GDP aspect

Debt to GDP ratio reduced by 50% in 2009

Avoided recession

World Bank ease of doing business-8/181

Labor is paid on hourly basis


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High investment in infrastructure

As per latest information on Canada economic conditions $12 million has been

allotted in budget that was presented in January 2009 by finance minister Jim

Flaherty for infrastructural expenditure. An economic stimulus worth $4 billion

package has also been announced. This package would be built on contributions

from all provinces in Canada and would be used for purpose of repairing and

maintaining facilities that are already there.

This budget has also set aside a billion dollars for projects that are environment

friendly and $500 million each to be spent in projects to be executed in small

towns and facilities for recreation of Canadian communities as well as establishing

trade with foreign countries to create bonds of business globally.

This budget would help us by providing us favorable economic conditions.

SOCIAL

Population growth due to migration

Highest per capita immigration rate in world

Good economy policy and family reunification

Demographic- maximum population lies between 45-55

Maximum population resides in cities.

Income distribution is medium.


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Government invests in fashion trends

Personal saving rate is very less.

Most respected post secondary education

Human development index 3/180

One of the most remarkable features of recent Canadian history has been the large

and increasing immigration from different countries. For many years past a stream

of home-seekers has been flowing northward from the farming States of Kansas

and the Dakotas, and the total figures relating to immigration have been very high.

The blend of culture in Canada will give us advantage as people from different

corners of the world would be our target and our scope would be enormous.

Canadian culture is a term that encompasses the artistic, musical, literary,

culinary, political and social elements that are representative of Canada, not only to

its own population, but people all over the world. Canada's culture has historically

been influenced by European culture and traditions, especially British and French.

Over time, elements of the cultures of Canada's Aboriginal peoples and immigrant

populations have become incorporated into mainstream Canadian culture. It has

also been strongly influenced by that of its linguistic, economic, and cultural

neighbor, the United States.

POLITICAL

Parliamentary govt. with democratic tradition

Common law except in Quetec


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Copy rights act are strong (C60 and C61)

Equalization payments by federal govt.

Moderate tax policies

The politics of Canada function within a framework of constitutional monarchy

and a federal system of parliamentary government with strong democratic \

traditions. Many of the country's legislative practices derive from the unwritten

conventions of and precedents set by the United Kingdom's Westminster

Parliament.

Canada is considered by most sources to be a very stable democracy. In 2006 The

Economistranked Canada the third most democratic nation in its Democracy

Index, ahead of all other nations in the Americas and ahead of every nation more

populous than itself.

A stable government would be very essential for us if we wish to establish a

successful business there and in Canada the scenario will work for our benefit.

TECHNOLOGY

Voluminous use of internet

Online shopping preferred

Improved accessibility


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Canadian People are very tech savvy and prefer online shopping. So the options for

sales are increased. Home Furnishings generally have a very large market online .

So the voluminous use of internet is an added benefit in case of Canada.

Country-Malaysia

Political Factors.

y Controls on immigration.y A fairly new country formed in 1957 (Malaysia) and 1963 (Malay, Sabah,

Sarawak, and Singapore).

y Parliament and hereditary rulers.

Economic Factors.

y Recovering from a very severe recession.y High government spending.y Very low inflation and unemployment.y Favorable prediction for growth in the economy.y

Lack of corporate reform (high corporate debt and competition)

Socio-cultural Factors.

y Mixture of Chinese, Indian, and Malaysian.


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Asian believes in decorating there houses with mixing the tastes of various

cultures to give it a personal touch and there is a huge market potential for a

wide variety of ethnic home furnishing product. This indicates that our

product ethnic home furnishing will be easily absorbed by the market of

Malyasia.

y Variety of religions.y Low rates of literacy among women.

Even though the literacy rate among the women is low this can be used as a

tool for social welfare as these women can be provided vocational training towork in our factories. It would be a mutual benefit for the host and the home

country.

Technological.

y Good national and international lines.

There is a well established network of national and international lines. The

country is well equipped with the latest technological facilities with effective

communication

y A variety of TV and radio stations.

TV and radio stations can be used to promote and publicize our product for

marketing purpose.


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y ISPs and airports available.

Availability of airports and good road system will lead to wider distribution

of the product. We would also be able to incorporate Just in time and also

we will be able to reach the remote areas.

Singapore: - PEST analysis

1. Politicaly Government stability: - stable government.

This will ensure our products are easily accepted

y Type of government: - British system of parliamentary government.y Copy right: - very stringent rules.

This will protect our products from compititors.

2. Economicy GDP: - $179 billion.

This helps us in estimating the future market potential.

y Unemployment levels: - very low.With low employement,it will be favourable for our products,as more

people employed they can do more of shopping.

y Infrastructure: - high contribution by the government.As government support is there so better commercial infrastructure.

3.Social

y Demographic: - lots of ethnic groups are there in including Indians(14%).


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This will our ensure more sale of our products as presence of Indians

is large.

y Income distribution: - medium.y Fashion trends: - a vibrant city lifestyle.This is a good indication as people believe in fashionable products so its

favourable for us.

y Saving rate: - moderate.People believe in spending more so more chances for our products to

be accepted easily.

3.

TechnologicalUse of internet: - 42% internet penetration.

Online shopping: - high.


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EXPLANATION FOER EVALUATION OF GRIDS

TIME ANALYSIS OF

PRODUCT IN A COUNTRY

1- very

poor

2- poor 3- medium 4- good 5- very

good

% weight

factor

result-

(grading x

weight)

COUNTRY

GDP (economic) 10%

Labor(economic) 10%

Infrastructure(economic) 10%

Unemployment

level(economic)

5%

Demographic(social) 15%

Income distribution(social) 15%

Online 10%


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shopping(technological)

Market size(economic) 10%

Tariff Rates(political) 15%

Total 100%

Explanation for the weight age of percentage given to different

attributes.

1. GDP:

This is important for our evaluation criteria, as higher GDP depicts good

living standard of people. It even gives idea about per capita income. So it is

important in our consideration as higher GDP will be favoured for selection

of country.

2. Labour:

This factor is important as each country has its own labour laws and

different rules. Country with moderate labour laws and ease of availability

will be favoured. So the weight age allotted to this is

3. Infrastructure


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Can be defined as the basic physical and organizational structures needed

for the operation of a society or enterprise, or the services and facilities

necessary for an economy to function. The term typically refers to the

technical structures that support a society, such as roads, water supply,

sewers, power grids, telecommunications, and so forth.

4. Unemployment levels:

When unemployment level in a country is low, it means most of the people

lie in working population and will have high purchasing power.

5. Demogrphics

Demographics are the statistical characteristics of human populations, such as age

and income that are used by businesses to identify markets for their goods and

services.

Basic demographic analysis is used for two reasons: to identify population

characteristics in order to determine just who your potential customer is and to

serve as a means of locating geographic areas where the largest number of

potential customers live


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6. Income distribution

The distribution of wages earned across a company, industry, or country. Income

distribution reveals what percentage of individuals are at various wage levels,

information that can reveal more about overall wage patterns than average income

can.

7. Online shopping

Is the process consumers go through to purchase products or services over the

Internet? An online shop, e shop, e-store, internet shop, web shop, web store,

online store, or virtual store evokes the physical analogy of buying products or

service at a bricks-and-mortar retailer or in a shopping mall.

8. Market size:

This refers to the amount of market referred to the sector in which we will be doing

business. Larger the market size, more the country will be favored.

9. Tariff:

This refers to amount of tariff we will have to pay to the government in which we

will be doing our business. More the stringent tariff plans, less the country will be

favored.


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Relative Competitive Strength

Parameter

1-

very

poor

2-

poor

3-

medium

4-

good

5-

very

good

%

weight

factor

Result(

grading

x

weight)

Product fit to market demand

Prices and condition

Market presence image

Marketing support


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Obtainable market share

Financial result. cash flow

Total

1. Product fit to market: A condition in which a product fulfills aconsumer's needs. For example, an investor may select a new municipal

bond because that bond's maturity makes it a good fit in the investor's

portfolio. Along other lines, a relatively small two-bedroom home is a

good fit for a retired couple.

2. Price: Market value, or agreed exchange value, that will purchase adefinite quantity, weight, or other measure of a good or service.

3. Market presence: Prospects who are willing and capable (have sufficientresources) buyers, and have access to a particular market or service.


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4. Conditions: Characteristic of a market into which a firm is entering orinto which a new product will be introduced, such as number of the

competitors, level or intensity of competitiveness, and the market's

growth rate.

5. Marketing support: tools and elements that are used to build a brandname in the market.

6. Image: A product identity, or brand image are typically the attributes oneassociates with a brand, how the brand owner wants the consumer to

perceive the brand - and by extension the branded company,

organization, product or service.

7. Obtainable market share: An investment style that looks for stocks withstrong earnings and/or revenue growth or growth potential.


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Parameter 1-

Very

poor

2- Poor 3-

Medium

4-

Good

5-

Very

good

%

Weight

factor

Result-

(grading x

weight)

GDP (economic) 3 10% 0.3

Labor(economic) 4 10% 0.4

Infrastructure(economic) 5 10% .5

Unemployment

level(economic)

3 5% 0.15

Demographic(social) 4 15% 0.6

Income distribution(social) 3 15% 0.45


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MAURITIUS:

TABLE EXPRESSION

1.

The country GDP at present is 5.7% in the year 2009 but it goes to in thedecline phase. In the year 2008 it declines and comes down to the 7.6%.

Because of this reason after deducting it comes down in the negative

figure thats why it comes under the medium category.

2. The approximate strength of labour force is 584000 and below povertyline 8% are there (2009) estimates therefore labour will be cheaply

available because 37% of labour are engage in the industry. So from

labour point of view it is favourable for the export.

3. Infrastructure of the Mauritius is excellent the one advantage what wehave because of the small size of the island and scarce natural resources.

Mauritius import huge amount of goods from countries like France,

Online


3 10% 0.3

Market size(economic) 4 10% 0.4

Tariff Rates(political) 3 15% .45

Total 100% 3.55


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South Africa and India. The country is a developing economy just like

India so trade from Mauritius is a good option.

4. Rural industrialization has brought more of the Indian population, wholive in the higher numbers in the countryside into the factories. The boom

in industry has opened skilled labour positions to all ethnicities in

Mauritius leading to very low employment rates that is 7.6%

approximately that is ain favourable for our business because of large

Indian population and a labour force of 584000 approximately (2009)

estimates.

5. The majority of population live in the capital and longest city, Port Louis.The population density is one of the highest in the world. Earlier the

Indian population has become more than tripled. Hindus 105735 approx,

Muslims 328672 approx, Christians 343395 approx and 25000 listed

other. There is no official language. Government and administrative work

is written in English, favourable for the business. Hindi is considered

more prestigious among the Indian population.

6. The Mauritian income distribution is sound. People there get salary andwages according to the nature of job. There is no unequal distribution

because of this business is favourable. Women are the traditional home

keeper of the society the advantage is it is good for our business.

7. Another thing is online shopping in which they can demand throughonline. Mauritius is taking its cue from the Honking and Singapore

approaches with their emphases on a competitive framework and

framework and focus on technology support service. Again there is

favourable for the business.

8. Tax policy in the Mauritius is very favourable because of the developingeconomy there tax policy in favour for the importers


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SINGAPORE:

Time analysis of productin a country

1- verypoor

2- poor 3-medium

4- good 5- verygood

%weight

factor

Result-(grading x

weight)

GDP (economic) 5 10% .5

Labor(economic) 5 10% .5


Unemployment

level(economic)

3 5% .15

Demographic(social) 4 15% .20

Incomedistribution(social)

3 15% .45

Online


5 10% .5


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Market size(economic) 5 10% .5


Total 100% 4.3

TABLE EXPRESSION

1. Current status of Economy in Singapore .GDP (2008 nominal prices):$179 billion. Annual real growth rate: 8.2% (2006), 7.7% (2007),

1.1% (2008). Per capita GDP (2008): $37,597.

2. Singapore has enjoyed virtually full employment for long periods oftime. Amid slower economic growth in 2003, unemployment rose to

4.6%. As of the end of June 2008, the unemployment rate was 2.3%.

In tandem with the global economic crisis and the economys

contraction, unemployment as of end-March 2009 rose to 3.2% and

resident unemployment reached a five-year high of 4.8%. Overall,

some of Singapores unemployment is attributable to structural

changes in the economy, as low-skill manufacturing operations have

moved overseas. Since 1990, the number of foreign workers in

Singapore has increased rapidly to cope with labor shortages. Foreign

workers comprise 25% of the labor force; the great majority of these

are unskilled workers.


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3. Singapore is well connected via sea, air and telecommunications to all parts of the world. Singapore Change Airport serves more than 60

airlines which fly to over 145 cities and has for many consecutive years

been nominated as the best airport in the world. Singapore is also

probably the most wired country in Asia, with an Internet penetration

rate of 42%. Housing ownership is encouraged by the government to

give citizens an asset in the country. About 85% of Singaporeans are

living in government-built housing.

1. Singapore unemployment rate is 3.3 % which is moderate.2. Singapore has been a country of immigrants since Sir Stamford Raffles

founded the island in 1819. Though the Chinese group is clearly the main

ethnic category, there are no precise figures available about the exact

population breakdown by ethnic groups.

The only official ethnic breakdown from the "Census 2000" shows:

Chinese 77%, Malay 14%, Indian 7.6%, other 1.4%, and (100% being

Singapore citizens + resident foreign population.

3. Empirical studies on income distribution in Singapore have pointed outthat income Inequality has increased.

4. The introduction of an EZ-link card - a contactless stored value cardwhere consumers need only flash the card in front of a card reader that

automatically deducts the required travel fare, is an example of the

continuous commitment by the government to make travel faster and

easier.


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5. Market size is favourable for the product.6. Tax policy in the Singapore is very favourable because of the developed

economy there tax policy in favour for the importers and exporters as

well.

SINGAPORE:

Relative competitive

Strength with

Regard

To the strongest

Competition

1-

very

poo

r

2-

poo

r

3-

mediu

m

4-

goo

d

5-

very

goo

d

%

weigh

t

factor

Result(

gradin

g x

weight

)

Product fit to market

demand

5 20% 1

Prices and condition 4 15% .45

Market presence image 4 10% .4

Marketing support 3 10% .3

Obtainable market share 3 25% .75


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Financial result. cash flow 4 10% .4

Total 100% 3.30

TABLE EXPRESSION

1. Singapore may seem like a small dot on the world map, but the island statebustles all over with attractions and activities. Dining and shopping are two

of the top-rated activities of locals. Singapore is also strategically located at

the heart of Asia and can be a hub to explore the Southeast Asian region

2. Prices and condition of the market is good as people in Singapore areinterested in quality product.

3. Ethnic districts such as Little India, Chinatown, and Malay Village give aflavour of the culture and history of Singapore. Lots of fun and funky events

such as the Great Singapore Sale, Singapore Arts Festival, festive light-ups

and many others make Singapore a most "happening" place to be in.

4. As Singapore is well defined market, market support is favourable for ourproduct.


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MAURITIOUS:


Strength with

Regard

To the strongest

Competition

1- very

poor

2-

poor

3-

mediu

m

4-

good

5-

very

good

%

weight

factor

Result(

grading x

weight)

product fit to market

demand

5 20% 1

prices and condition 3 15% 0.4

market presence image 2 10% 0.2

marketing support 3 10% 0.3

obtainable market share 2 25% 0.5

Financial result. 2 10% 0.2


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Total 100% 2.65

TABLE EXPLATION

1. Because in Mauritius people have good earnings and one thing in which isfavourable for our business is they are very spendthrift.

2. Condition wise it is good because of good infrastructure and lesspopulation but in case of price there is GDP is less that is 5.7% so there is

price negotiation.

3. At present there is fair because Mauritius is an African country. Differentclass of people are there and basically they import from Singapore and

Honking etc.

4. In this country 37% are engage in the industry which is favourable for our business and because they have scarce natural resources and they import

more as compared to export as it is a tourism spot.

5. Regarding obtainable market they share only 37% who are engage in theindustry like apparels etc.

6.

Because of the scarcity of natural resources as the country is a island therethey import more of the things besides home furnishing so there is less

probability of business in that country.


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Total 100% 3.65

EXPLANATION FOR ASSINING SCORES:

1. $1.511 trillion is the GDP till 2009.and 2.70% growth has been recorded forlast two years.

2. Canada is one of the world's wealthiest nations, with a high per capitaincome, and is a member of the Organization for Economic Co-operation

and Development (OECD) and the G8. It is one of the world's top ten

trading nations. Canada is a mixed market, ranking lower than the U.S. but

higher than most western European nations on the Heritage Foundation's

index of economic freedom

3. Following through on its Advantage Canada commitments, the Governmentof Canada is investing $500 million annually over the next six years,

beginning in 200809, in a series of new Labour Market Agreements

(LMAs) with the provinces and territories. These agreements will help

Canadians to reach their full skills and employment potential, and will raise

the productivity of Canadian business.

4. .Resources are allocated to the provinces and territories on a per capita basisand will give each province or territory the flexibility to focus on job

training programs and employment supports that will meet the local and


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regional needs of employers and workers alike. These supports will be

targeted to persons not eligible for assistance under Employment Insurance

(EI) Part II, including immigrants and other new labour market entrants.

Hands-on training and business experience is also vital for today's university

and college graduates

5. Infrastructure Canada is part of the Transport, Infrastructure andCommunities portfolio of the Government of Canada.

6. Infrastructure Canada coordinates the Building Canada federal government plan that guides investments in important national and local infrastructure

projects for building a stronger, safer and better Canada. Delivering

sustainable infrastructure such as highways, water treatment and wastewater

plants, public transit, and green energy is essential to competing

internationally and supporting the well-being of Canadiansin communities

big and small. Strategic infrastructure investment further important public

policy goals, including economic growth and environmental protection.

7. Since the early 1990s, the Canadian economy has been growing rapidly,with low unemployment and large government surpluses on the federal

level. Today, Canada resembles the U.S. in its market-oriented economic

system, pattern of production, and high living standards. As of February

2009, Canada's national unemployment rate was 7.77%.

8. Canada is a geographically vast and ethnically diverse country. Canadianculture has also been greatly influenced by immigration from all over the

world. Many Canadians value multiculturalism and see Canadian culture as

being inherently multicultural. Multicultural heritage is the basis of Section

27 of the Canadian Charter of Rights and Freedoms. Languages other than


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the two official languages are significant in Canada, with over six million

people listing one as a first language. Some of the most common non-official

first languages include Chinese (mainly Cantonese) (1,012,065 first-

language speakers), Italian (455,040), German (450,570), Punjabi (367,505)

and Spanish (345,345)

9. Income disparities shown as ratios (i.e., the top income group divided by thelowest or middle income group) reveal that families in the top 20% earned

between 7.2 and 9.5 times more than families in the bottom 20% in the

period 1980 to 2005. In the same period, families in the top 20% had an

income 2.2 to 2.6 times higher than the middle 60%. In 2005, the disparities

were among the highest in the previous 25 years, with the top 20% having an

average income 9.4 times that of the bottom 20%, and 2.6 times that of the

middle 60%. Again, a rise income disparity in Canada had a value of 30; the

third lowest among G-7 member countries in 2000 in the average after-tax

income of the top 20% might explain this increase.

10.Canada ranks as the 12th country in the world for Internet usage with 28.0million users, 84.3% of the total population.53.6% of Canadians connects to

the Internet using a type of high-speed connection, compared to 33.8% in the

US in addition. Habits of online Canadians differ greatly from Americans. In

particular, 48% of Internet users connect at least three times per day. The

most popular sites in Canada are the major international ones, such as

Google, Yahoo!, and MSN

11.The Government of Canada's Marquee Tourism Events Program is investing$100 million to promote Canadian festivals and events, with the intention of

increasing tourism to Canadian destinations. Funding from the Marquee


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Tourism Events Program will enhance the ability of the Montreal Fashion

and Design Festival to grow into a premier international event. Events such

as this, and others funded under the Program, have a tremendous effect on

Canada's tourist economy. So it will provide good market

12.Canada's copyright laws are unclear on the legality of some file trading. Ingeneral, the unauthorized copying or distribution of copyrighted material,

whether for profit or for personal use, is illegal under Canada's Copyright

Act. However, certain exemptions are made for fair dealing copying of small

portions of copyrighted works, for activities such as private study, criticism,

and news reporting. Furthermore, the Act allows that the copying of sound

recordings of musical works for the personal use of the person, who makes

the copy, is not copyright infringement. This is supported by a levy on blank

recording media, which is distributed to record labels and musicians. While

the unauthorized downloading or uploading of complete copyrighted works

such as books, movies, or software is illegal under the Act, the situation

regarding music files is more complex.


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4 9

CANADA:


Strength with

Regard

To the strongest

Competition

1-

very

poo

r

2-

poo

r

3-

mediu

m

4-

goo

d

5-

very

goo

d

%

weigh

t

factor

Result(

gradin

g x

weight

)

product fit to market

demand

5 20% 1

prices and condition 4 15% .6

market presence image 3 10% .3

marketing support 4 10% .4

obtainable market share 4 25% 1

Financial result. cash flow 4 20% .8

Total 4.1


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1. As it comes under top ten trading markets and supports mixed economy. Peoplehere have craze for ethnic finishing. Canadian home furnishing market is still in its

growth stage. A lot of potential is untapped. Trends project that population favor

Indian products and large number of Indians are there so market demand is high.

2. Though very low economic disparity exists and prices of the products are

labeled in high terms as people have high purchasing power. As well as low

unemployment rate exists.

3. People have taste for Indian ethnic products and presence of large number of

Indians has created a good image about the ethnic products.


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5 1

MALAYSIA:

Time analysis of product in

a country

1-

very

poor

2- poor 3-

medium

4-

good

5-

very

good

%

weight

factor

Result-

(grading x

weight)

GDP (economic) 4 10% .4

Labor(economic) 4 10% .4


Unemployment

level(economic)

5 5% .25

Demographic(social) 3 15% .45

Income distribution(social) 3 15% .45

Online


5 10% .5




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5 2

Total 3.85

GDP

A moderate growth was being marked in the year 2005 and 2006. Following a

robust growth in first of 2004 averaging 8 percent, the pace of economic activity

slowed in the third quarter to 7 percent.

While Malaysia's immediate economic horizon looks bright, its long-term

prospects are clouded by the lack of reforms in the corporate sector, particularly

those dealing with competitiveness and high corporate debt.

LABOUR

Malaysia's total labor force was estimated at 9.9 million. Of these, approximately

28% were in trade and tourism, 27% in manufacturing, 16% in agriculture; 10% in

services; 10% in government; and 9% in construction. Unemployment in 2001 was

estimated at 3.7%.

Negotiations between unions and employers are voluntary; strikes are permitted

but limited due to many restrictions. Child labor persists in some areas of the

country. There is no national minimum wage, but a minimum wage does exist on a

sector or region basis. Foreign workers have no legal protections and are prohibited

from forming unions.

INFRASTRUCTURE


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Increased purchasing power

Spending power has increased and there is greater consumer sophistication and

demand for quality. The effects of globalization mean consumers have a greater

awareness of designs from around the world, as well as a greater awareness of

good design in general, and this creates a market for stylish furnishing and house

wares. The improved economy also means that consumers are renovating their

homes and buying rental properties.

ONLINE SHOPPING

Malaysia is a technologically advanced country.

MARKET SIZE

Market size is huge as new property hubs are coming up, new hotels are opening&

even the income of people has increased which has made people more statues

oriented.

TARIFF RATES

Entry in the market is easy. And tariff policies are moderate.


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MALAYSIA:


Strength with

Regard

To the strongest

Competition

1-

very

poor

2-

poor

3-

medium

4-

good

5-

very

good

%

weight

factor

Result(

grading x

weight)

Product fit to market demand 5 20% 1

Prices and condition 4 15% .6

Market presence image 4 10% .4

Marketing support 4 10% .4

Obtainable market share 3 25% .75

Financial result. 3 10% .3

Total 100% 3.45


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PRODUCT FIT TO MARKET DEMAND

Building more homes under the Ninth Malaysian Plan; Malaysia becoming a

property hub.

Growth in the hospitality industry affects the house wares market; Boom in

hospitality industry in 2007.

Malaysia becoming more cosmopolitan; New Lifestyles and new habits dictate

home furnishing choices.

Increased purchasing power; changing consumer spending habits.

Changes in the retail structure; One-stop hypermarkets.

PRICES AND CONDITION

Increased purchasing power

Spending power has increased and there is greater consumer sophistication and

demand for quality. The effects of globalization mean consumers have a greater

awareness of designs from around the world, as well as a greater awareness of

good design in general, and this creates a market for stylish furnishing and house

wares. The improved economy also means that consumers are renovating their

homes and buying rental properties.

MARKET PRESENCE IMAGE:


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The image of the product Home furnishing in Malaysian market is good as every

home or hotel uses this product. People are statues oriented due to high income; the

standard of living is high.

OBTAINABLE MARKET SHARE:

Market share of Home furnishing is considerable. Competitors like IKEA and

Mekie are present in the market with other small players but our product has an

edge having ethnic touch of Indian diversity.

FINANCIAL RESULT CASH FLOW

MARKETING SUPPORT

Changes in the retail structure

As it does for almost every other trend in the country, Kuala Lumpur dictates the

countrys trends in home furnishings and house wares styles. The growth in

concept specialist shops and one-stop hypermarkets offering home furnishings in

big cities threatens to drive traditional stores out of business. While in smaller

towns and cities, traditional stores may still prevail, it is only a matter of time

before trade is liberalized in Malaysia and traditional businesses that used to

dominate these sectors will have to find new ways to position themselves.

Good infrastructure facilities available.


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5 8

FINE SCREENING

WHAT IS FINE SCREENING?


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BASIS FOR FINE SCREENING


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6 0

SCREENING FOR OUR COUNTRIES


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country Time analysis Competitive

strength Total

singapore 4.3 3.30 7.6

canada 3.65 4.1

7.75

malaysia 3.85 3.45

7.30

mauritious 3.55 2.65

6.20

PRIMARY MARKET

CANADA

y Has high density of population, so it is easier to reach market.


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y Has highest GDP among all the countries under our consideration.y Per capita income is evenly distributed.y Trade barriers are not a big issue.y Commercial infrastructure is highly developed.y Market receptivity is high as compared to other countries.y High market growth.y Large market size which as large proportion of urban population.y Market consumption rate is very high due to presence of middle class.

SECONDARY MARKET

MALASIA, SINGAPORE

y High political-economic risk as compared to other markets.y Individualised strategies need to be formulated.y Falls under middle income countries, which is not favourable.y High income disparity.y Commercial infrastructure still need to be developed.y Slow market growth rate.y Not much of urban population, which does not offer large market.y Market receptivity is not very high.

TERTIARY MARKET

MARAUTITIOUS


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y Large income disparity between different classes.y Trade barriers are high, which is not favourable.y Commercial infrastructure still on developing roads.y Market consumption rate is not high,.y Market receptivity very low.y Not much of economic freedom.y Market growth rate not high.

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