1. Consumer Preferences & Buying Behavior

• Comfort, quality, and sustainability in shoes are important to Canadian consumers.

• Increased demand for environmentally friendly, ethically made products.

• Casual and outdoor shoes are in demand, especially in regions with harsh winters.

Strategy to Overcome:

• Make SANJO a sustainable and high-quality brand by emphasizing eco-friendly material and ethical production.

• Alter the designs to include products that fit Canada's environment, i.e., winter boots.

2. Brand Recognition & Trust

• SANJO is not a known name in Canada, hence consumer trust and market penetration become challenging.

• Locals and foreigners tend to like local and foreign-established brands.

Strategy to Overcome:

• Collaborate with local outlets, celebrities, and opinion leaders to build trust.

• Invest money in local advertisements through internet promotion and social networking.

• Offer discount or promotion on the first buy to entice first-time shoppers.