Situational Analysis of Canada as a Target Market for Gameday Mouthguard Company

The report conducts situational analysis of Canada as a target market for Gameday mouthguard Company located at Australia. It includes analysis of its home market on the basis of segmentation, positioning and market strategy and key financial result will also be performed in this report. Finally, market evaluation of Canada will be conducted here.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Executive Summary
The purpose of this report is to conduct situational analysis of Canada as a target market for
Gameday mouthguard Company located at Australia. Considering the fact that the management
of the organization aims to export their product to Canada, in this report, the reason behind the
decision of export will be discussed. Along with this, analysis of its home market on the basis of
segmentation, positioning and market strategy and key financial result will also be performed in
this report. Finally, market evaluation of Canada will be conducted here.

2MARKETING
Table of Contents
2.2 Reason for the export opportunity.............................................................................................3
3.0 SITUATION ANALYSIS.........................................................................................................3
Political Environment..................................................................................................................3
Economic Environment...............................................................................................................4
Social environment......................................................................................................................4
Technological environment.........................................................................................................4
3.1 Analysis of the Australian Market.............................................................................................5
Market segmentation:..................................................................................................................5
Positioning...................................................................................................................................6
Market strategy............................................................................................................................7
Key financial results....................................................................................................................7
3.2 Target Country Evaluation........................................................................................................7
Reference List..................................................................................................................................8

3MARKETING
2.2 Reason for the export opportunity
Gameday Mouthguards is referred to one of the well known mouth guard manufacturing
brands of Australia. The organization offers its consumers with affordable as well as quality
products that in turn, provide better protection to the players and are custom fit. In order to
ensure that the consumers don’t have to leave the comfort of their home, in order to buy a
mouthguard, the company offers home delivery (Gameday Mouthguards 2019). Considering the
fact that the company has already gained popularity in the Australian sports equipment industry,
in order to to enhance its revenue as well as brand equity in the following years, it needs to
expand its business in the international market. Since, the sports equipment market of Canada is
not as saturated as any other developed countries like UK and USA, the management of
Gameday Mouthgaurd is planning to export its business in the mentioned country.
3.0 SITUATION ANALYSIS
In order to understand the external environment of Canada, PESTLE analysis of the
sports equipment industry of the nation has been conducted bellow.
Political Environment
The political environment of the nation is stable which in turn have imposed positive
impact on the sport equipments manufacturing organizations. The good relationship of the nation
with other developed as well as developing countries like France, UK and USA makes it easier
for the organizations to invest in both importation as well as exportation of product from or to
abroad. The low crime rate and inclination of the government towards globalization will be

4MARKETING
beneficial for sports good manufacturing organizations like Gameday who wants to establish
their brand name in the Canadian sport s good manufacturing industry.
Economic Environment
Being the 10th largest economy off the work the economic condition of Canada is stable.
Not only this, the nation is also a member of the organization for Economic co-operation and
Development (OECD), the world Trade Organization (WTO), the G20 as well as the
Commonwealth of Nations (Chaisena 2013). However, due to the aging population, Canada is
facing shortage of labors. However, since the Gamesday Company is going to export their
product in the nation, the high cost of labors is not going to impose impact on the organization.
Social environment
The residents of Canada are getting highly health conscious due to the high increment of
obesity related issues. This in turn is imposing positive impact on the sports goods
manufacturing industry. The living standard in the nation is one of the highest in the world.
Being confident about their job sustainability, the demand for sports good in Canada is higher
than other developed countries. However, the rate of online shopping is much higher compared
to that of the offline shopping in the nation.
Technological environment
Being one of the most developed countries across the world, Canada is technologically
advanced. The country provides the sports goods manufacturing industry with 24 hours
transportation as well as internet facilities. Technology is considered to be one of the fastest
growing sectors in the country (Trosien and Germany 2013). This has imposed highly positive
impact on the existing sports goods manufacturing companies of Canada. While the excellent

5MARKETING
internet facility enables them to connect with their potential consumers, promote their business
and market their product online, the excellent transportation facilities allows the organization to
deliver products to the consumer within the stipulated time and thus maintain consumer loyalty.
3.1 Analysis of the Australian Market
Market segmentation:
Demographics segmentation  Age range: 12-37 years
 Gender: Both Male and Female
 Occupation: Athlete, business man,
professionals
 Belongs to middle class, upper middle
ad elite consumers
 Chief consumers: parents (elementary
and middle school), college students,
middle aged adults and high school
athletes
Psychographics segmentation  Majority of the consumers are health
conscious
 Doctors are recommending sports
activity to stay away from obesity
related diseases.
Geographic segmentation  Young parents with children active in
youth sports
 College students
 Active adults

6MARKETING
 Majorly urban consumers
Behavioral Segmentation Sports enthusiasts of Australia can be segregated
into 5 sports participation styles, namely,
1. Traditionally organized
2. Family oriented
3. Aesthetic
4. Exclusive glide
5. popular action
Majority of the consumers in Australia are found to
prefer custom mouth guard instead of readymade
ones. Due to this, the popularity of the Gameday
mouth guard is pretty high among the sports
enthusiasts of the nation.

7MARKETING
High Quality
Low Quality
Low
Price
High
Price
Gameday
Mouthgaurds
Playsafe
Mouthgaurds
GuardLab Mouthguard
The Knight Guard
Positioning
Market strategy
The market strategy that was undertaken by the company in order to enhance their
consumer base in the sports equipment manufacturing industry is providing high quality
mouthguards in an affordable price range (Donoša and Cabral 2015). Another market strategy
used by Gamesday includes using social media for promotional and marketing purpose.
Key financial results
Year Total cash
inflow (in
pounds)
Total cash
outflow (in
Pound)
Total variable
an constant
assets (in
pounds)
ROI(in
pounds)
End Year
Revenue (in
pounds)
2018 137,000 125,000 50000 25 percent 78,0000

8MARKETING
3.2 Target Country Evaluation
From the external analysis of the Sports equipment industry of Australia, It can be clearly
understood that Canada possesses the potential to provide the Gameday organization with an
effective market. The excellent internet as well as transportation facility provided by the nation
will enable the company to promote its business both offline as well as online in Canada. As a
cost effective method of promotion, the Gameday mouthguard company can use social media
platforms to reach its potential consumers (Kirui, Simotwo and Kipkoech 2013). In order to
promote offline, the management an establish campaigns and sponsor dental checkup programs.
The 24*7 hours transportation service will help the company to deliver products offered to the
consumers within the stipulated time and thus gain consumer loyalty.

9MARKETING
Reference List
Chaisena, P., 2013. Scenario of Exercise, Fundamental Sports and Mass Sports in
Thailand. Humanities, Arts and Social Sciences Studies (FORMER NAME SILPAKORN
UNIVERSITY JOURNAL OF SOCIAL SCIENCES, HUMANITIES, AND ARTS), 13(1), pp.63-74.
Donoša, K. and Cabral, A.L., 2015. Injuries in surf athletes and the use of safety
equipments. head/neck, 43, pp.3.
Gameday Mouthguards., 2019. Gameday Mouthguards - Australian Made, Custom
Mouthguards. [online] Gameday Mouthguards. Available at:
https://gamedaymouthguards.com.au/ [Accessed 22 Jan. 2019].
Kirui, J., Simotwo, S. and Kipkoech, L.C., 2013. An analysis of the extent of students'
involvement in sports activities in Secondary Schools in Uasin Gishu County, Kenya. Journal of
Emerging Trends in Educational Research and Policy Studies, 4(2), pp.392-398.
Trosien, G. and Germany, O., 2013. Globalization of Sports. Malaysian Journal of Sport Science
and Recreation, 9(1), pp.1-21.