international user analysis report

8/3/2019 International User Analysis Report

1/10

1

International User Analysis Report

Prepared For: Dr. Joleen Hanson, Technical Publications Manager

Prepared By: Robert Bialecki, Technical Communicator

May 10, 2010


2/10

2

International User Analysis Report

Executive Summary

Although there are a lot more similarities than differences between Canada and the

United States, I am recommending minimal localization as we export our product to Canada.

Specifically, we should localize based on the following criteria:

LanguageOur product and the accompanying information products should be in both English

and French, as these are the official languages of Canada.

EndorsementsSince the U.S. and Canada share many of the same cultural icons, we could use

any American or Canadian celebrities to endorse our products. But because hockey is Canadas

national sport, we may want to choose a popular Canadian hockey player.

EnvironmentBecause Canada is concerned about the environment, we should use recycled

materials to manufacture our cans and bottles and include a reminder on the cans and bottles forpeople to recycle.

Metric SystemCanada does not use our system of measurement. We should use the metric

system, or perhaps even both systems of measurement side-by-side.

PriceTaxes are typically higher in Canada, and we may need to take this into consideration

when deciding on prices for our products.

Canada already has many beer companies, so in order for the Canadians to be receptive to

our product, we need to show them that we have their best interests in mind and that we respect

their culture. More detailed information about localization recommendations can be found in theImplications section of this report.


3/10

3

Introduction

The purpose of this report is to help guide us as we begin to export our product, beer,

from the United States to our target country, Canada. The research conducted for this report is

based on variables found in cultural models that were established by Edward T. Hall, David A.

Victor, Geert Hofstede, and Fons Trompenaars. The remainder of this report contains thefollowing:

Cross Cultural Comparison of the United States and Canada

Needs Assessment for our export

Cultural Profiles of a potential Canadian user of our product and a Canadian colleaguewho will work with our company

Implications for our export and the accompanying information products

Works Cited and References page


4/10

4

TO: Technical Publications Manager

FROM: Robert Bialecki

SUBJECT: Cross Cultural Comparison

DATE: May 10, 2010

Overview

In this section, I will discuss cultural variables that may affect communication between our

source country (the U.S.) and our target country (Canada). These variables will play a role in

how we go about exporting our product to Canada. Specific variables to be discussed include:

language, social organization, environment, standards, economics, education, and religion.

Language

The official languages of Canada are English and French, whereas the United States has no

official language. However, in both countries, English is the most common spoken language.

French is the second most common spoken language in Canada, and it is especially prominent inQuebec. In both countries, a small percentage of the population speaks a wide variety of

unofficial languages.

Social Organization

Both the United States and Canada are low-context cultures (meaning that information needs to

be explicitly stated, rather than implied). Given their close proximity to each other, it is unlikely

that we will experience many communication difficulties. The U.S. has states, whereas Canadahas territories and provinces. Both countries have a diverse population.

Environment

Both the United States and Canada are concerned about the environment. Both countries

advocate recycling and preserving the worlds natural resources.

Standards

Canada uses the metric system, which is different from the system used in the U.S. This will

affect communication, as we will be expected to know how the metric system works.

Economics

Both the United States and Canada use the dollar as a form of currency. Currently, one U.S.

dollar is equivalent to 1.06 Canadian dollars. Both the United States and Canada are First World

countries and members of the North American Free Trade Agreement (NAFTA). Because ofthis, they do a lot of importing from and exporting to one another.


5/10

5

Education

In both countries, school systems are run at a more local level (states, provinces, communities),

rather than a national level. Both have a high adult literacy rate (approximately 99%). This will

make communication easier between the two countries.

Religion

Christianity is the most common religion in both the United States and Canada. However, both

countries have a wide variety of less common religions. Attitudes and practices related to

religion are similar in both countries and will have little impact on communication.

Conclusion

As you can see, there are more cultural similarities than differences between the United States

and Canada. The specific cultural variables we should focus on are language, social organization,environment, standards, and economics.


6/10

6

Needs Assessment

Beer has been around in Canada for a long time. Our export will meet the Canadiansneed for more varieties of beer to choose from. Our primary competitors in the Canadian market

include Labatt, Molson, and Sleeman. In Canada, drinking beer is common and socially

acceptable, so our product will be welcomed by the majority of the population, regardless oftheir location in the country. Our target market will consist of Canadian residents who are of

legal drinking age (18 and older) in Canada.

The main type of information product used in conjunction with this export in the U.S.

market is advertising (commercials, billboards, newspaper/magazine ads, posters, store displays,

etc.). Less common types of information products include websites and licensing agreements (T-shirts, hats, etc.).

In advertisements, a picture of the product and its logo always seem to be included. There

is usually text and/or a slogan. Advertisements often try to make drinking beer look fun or sexy.

Websites often include these characteristics as well, and they typically offer more detailedinformation about the product than advertisements do. They also include contact information so

that customers can ask questions and offer comments and suggestions.


7/10

7

Cultural Profiles

I have established two composite profilesone of a potential Canadian user of our

product, and one of a Canadian colleague who will work with our company. The purpose of

these profiles is to help give us a sense of what average Canadian consumers and business people

are like. These profiles will also help guide us in interacting and communicating with theCanadian people.

Target User Profile

Meet Trent Boudreau. He is a good example of the

type of consumer we will be targeting with our product. Trentis a 20-year-old male from Calgary, Alberta, Canada.

Although he is only 20, the legal drinking age in Canada is 18.

Trent is no stranger to alcohol, and he will most likely

respond positively to our product.

Trent and his four siblings (two brothers, two sisters)

were raised by their mother and their step-father. Trentsfather died in a tragic skiing accident just weeks before Trent

was born. The Boudreaus are a middle class, Christian family,

and they have lived in Calgary their whole lives. The familys predominant ethnicity is French.

Trents biological father was French, and his mother is half German, half French. Trent and hisfamily speak and write mostly in English, but they are fluent in French as well.

After graduating from high school, Trent enrolled at the University of Alberta-Calgary,where he is currently a sophomore in their technical communications program. Currently, Trent

lives with his girlfriend and two roommates in an apartment just a few blocks away from

campus. In order to pay the rent, Trent has been a part-time cashier for four years at a local

McDonalds.

In his leisure time, Trent enjoys participating in a wide variety of activities. Trents

favorite activities include: playing hockey, playing soccer, hiking, biking, reading, writing,painting, playing the guitar, doing volunteer work, watching television, and going to the local

bars. Trent has access to all of the same technologies and modern-day luxury items that we enjoy

here in America. He owns a car, a computer, a cell phone, a DVD player, and an I-pod. All in all,Trent is a typical Canadian college student.

Trent Boudreau


8/10

8

Target Colleague Profile

Meet Ms. Sandra Thibodeau. Sandra is 35 years old,

and she is from Edmonton, Alberta, Canada. Sandra is the

Director of International Communications, and we will be

working with her as we export our product to Canada.Business practices in Canada and the United States are very

similar, and there are very few aspects that may affect

business communication with Ms. Thibodeau.

Sandras primary written and spoken language is

English, but she is fluent in French as well. Because she isfluent in English and French (the two official languages of

Canada), she will be able to serve as a translator to

consumers and colleagues who might speak only English or

only French.

Sandra is accustomed to using the metric system, which is used in Canada, and she may

or may not be familiar with the system of measurement used in the United States. Whencommunicating with her about our product, we should be sure to refer to the metric system.

Sandra is looking forward to working with us, and she will certainly be a valuable asset

to our company.

Sandra Thibodeau


9/10

9

Implications

Although there are a lot more similarities than differences between Canada and the

United States, I am recommending minimal localization as we export our product to Canada.

While the majority of the population of Canada speaks English, there is a substantialnumber of French speakers as well, particularly in Quebec. Because of this, I recommend that we

include the information on the cans and bottles of our products in both English and French. Our

information products should also be in both English and French.

Many forms of American media and entertainment are popular, if not dominant, in

Canada; conversely, many Canadian cultural products and entertainers are successful in the U.S.

and worldwide (Wikipedia). This means we could probably use any popular American orCanadian celebrity to endorse our products. However, since hockey is the national sport in

Canada, we may want to select a popular Canadian hockey player to endorse our products.

Just like the United States, Canada is also very concerned about the environment.Because of this, I recommend that we use recycled materials to manufacture our cans and bottles.

We should also include a reminder on the cans and bottles and in our information products forpeople to recycle, just as most beverage companies do.

Canada uses the metric system, which is different from the system used in the U.S.

Because of this, I recommend that we use the metric system on our cans and bottles and in ourinformation products, or perhaps even both systems of measurement side-by-side.

Because taxes are typically higher in Canada than they are in the United States, Irecommend that we take this into consideration when we decide on prices for our products.

I do not anticipate many problems in communication between the U.S. and Canada.

However, it is important that we take these implications into consideration as we begin to exportour product to Canada. Canada already has many beer companies, so in order for the Canadians

to be receptive to our product, we need to show them that we have their best interests in mind

and that we respect their culture.


10/10

international user analysis report

Documents