Development of a MARKETING PLAN for Fat Face Ltd in Canada Essay

Development of a MARKETING PLAN for Fat Face Ltd in Canada - Essay Example In addition to its clothing business operations, the company also focuses on charitable activities so as to dispose its social responsibilities more efficiently. â€Å"Life is out there, make the most of it† is the philosophy followed by the Fat Face Ltd (‘History our philosophy’, Fat Face, n.d.). The company is always careful in preserving its employees’ interests and wellbeing. Recently, the company has appointed Anthony Thompson as its new Chief Executive. The Fat Face’s latest financial reports reflect that the company is growing fastly. The firm’ financial statements in 2010 indicates that the company achieved a sales rise by 4.3% and obtained a revenue of 135.4 million over the year. In order to take advantages of this increased market demand, the company is trying to open subsidiaries across the globe. This paper intends to develop a marketing plan for Fat face Ltd in Canada. Canadian market conditions When a firm plans to launch its br anches in a foreign region, it must be aware of the different market aspects of the target country. In the given case, the Fat Face Ltd proposes to launch its product lines in the Canadian market. Canada is a North American country that constitutes 0.5% of the world’s population. Although Canada represents smaller proportion of population, according to UN HDI, â€Å"Canada accounts for 2.2% of global emissions† (Canada: Country analysis report’, March 2010). In order to mitigate the increasing environmental problems, the government has imposed restrictions on certain type of industries. However, the PESTLE analysis highlights that Canada is a high potential country in terms of government effectiveness. The Canadian political world is dominated by the conservative and Liberal parties which together form the strong democratic set-up of Canada. The Canadian government encourages regional trade and it adds to the industrial viability of the nation. It is observed th at Canada always keeps better foreign relationship that makes the country a potential market for international expansion. These positive factors would certainly assist Fat Face to run its venture in Canada with little chance of unexpected interruption. At the same time, disparity in developmental operations seriously impinges on the sustainable economic growth of the country. The Canadian economic features of strong banking system and extreme business freedom make the nation’s market potential for foreign business magnets. The global economic slowdown has affected the nation’s development to a large extent because the situation forced Canadian government to extend the rate of unemployment benefits and cut down personal income. The nation’s low productivity can also be directly attributed to the global financial crisis. At this juncture, the unsatisfactory employment rate of Canada is beneficial for Fat Face as this condition would offer sufficient employees/manp ower to the firm. Moreover, the impeded economic development may persuade the Canadian government to welcome the arrival of a leading clothing industry to their market. The PESTLE analysis also reveals that country’s population aged 65 and above frequently increases; it may adversely affect the company’