Overcoming Barriers:

1. Economic and Trade Barriers

Strategies:

• Benefit from Trade Agreements (CETA): Utilize the provisions of the Comprehensive Economic and Trade Agreement (CETA) between Canada and the EU to eliminate or minimize tariffs. Have qualifying products benefit from preferential tariffs under the agreement by meeting rules of origin requirements.

• Government Assistance Initiatives: Take advantage of Canadian business assistance initiatives providing grants, tax credits, or other types of financial assistance to foreign companies entering the market. SANJO may seek out programs such as the Canadian Trade Commissioner Service (TCS), which assists foreign companies in accessing opportunities within Canada.

• Strategic Pricing and Bundling Approach: Have competitive pricing, with discounting or bundling of products to win early adopter customers without compromising profitability.

2.  Cultural and Consumer Challenges

Strategies:

• Product Customization: Offer shoes that are targeted towards Canada's diverse climates, i.e., rain boots and snow boots, and target footwear that are consistent with Canada's need for activewear.

• Bilingual Marketing: Provide quality customer service, packaging, and all marketing materials in both French and English. More people will be able to utilize the benefit of having French-speaking customer service reps.

• Sustainability and Ethical Practices: Market SANJO as a sustainable and ethical business with strong corporate social responsibility, ethical sourcing grounded in sustainability.

3.  Competitive Pressure

Strategies:

• Unique Selling Proposition (USP): Utilize the unique selling propositions of SANJO as an environmental-friendly, quality, and innovative brand. Highlight the utilization of green resources and moral production methods as the principal selling factor.

• Loyalty Programs and Customer Engagement: Develop loyalty programs for rewarding repeat customers and building a community for the brand. Engage with clients through social media, email newsletters, and interactive content for enhancing customer engagement and feedback.

• Local Retailer Collaborations: Collaborate with local Canadian boutiques or retailers to distribute co-branded or private label product lines or collections. This will increase brand credibility and exposure within the local market.