Marketing Environment of a Country - Assignment Example

Canadian people have a very strong sense of community and they have high participation in civic and volunteer activities. About 85% of Canadians reported that their sense of belonging to Canada is very strong or somewhat strong, showing that the sense of belonging to the sociocultural community in Canada is strong (Human Resources and Skill Development Canada, 2005).

Canada is seen as a technologically advanced nation with 79.2% of its population having internet penetration. Digital courts, cloud computing, facial recognition technology, and other technological advancements are frequently used and developed. This shows that the environment is conducive to technological development.

There are many competitors in the portable toilet sector in Canada. Some of the more notable names include PolyJohn Canada, Amot portable toilets, and 5 Peak distributors (Panjiva, 2013). However, there is still scope for internationalization and expansion into new markets. The portable toilet industry in Canada currently thrives due to the demand from the construction industry with 85% of its demand being from that sector. This shows that there is still scope for possible market expansion (Kenter, 2012).

The objective of the company is to become the premier manufacturer of portable restrooms in Canada using state-of-the-art technology. With the philosophy of complete customer satisfaction in mind, the company is dedicated to offering sanitation solutions and becoming an industry leader in the sector. The management style of the company is participative and consultative which entails getting feedback from the employees and then making a decision that is in the interest of all stakeholders. This model ensures that there is consensus on the major decisions and that all possible voices on the matter are taken into consideration. Such a style promotes brainstorming and innovation which is a key feature of the company (Jackson, 2013). From this management model, it can be seen that the organization is not too top-heavy but still retains control over the major decisions of the company. Human capital is considered to be a great asset hence training and development of their skills are taken seriously in the organization with key emphasis laid on business ethics and customer relation training.

The product itself will be built on the same model of generic portable toilets under use in construction sites with a few changes built in. A fan will be installed to remove the bad odor from the cabin and the door will operate on a coin lock system. When the customer puts in the coin, the door will unlock and the LED light in the stall will light up. The door will remain locked if the coin has not been inserted into the system.

There are a few obstacles in the way of portable toilet companies which mainly include stricter regulation and changes in policies governing this industry. The Ontario Ministry of Labor has recently changed the requirements for portable toilets underuse in the construction industry. Initially, alcohol-based hand sanitizers were considered to be adequate for portable restrooms, however, the requirements have changed and a washbasin with hot and cold running water is required in the toilets (Kenter, 2012). However, there is also opportunity in the sector since the majority of the demand comes from the construction industry, leaving other potential markets open to expansionist strategies.

There is also a potential opportunity in the Indian market. 25% of India live in slums with little or no sanitation facilities and 50% of all households in India lack toilet facilities (Jetley, 2013). Hence there is a potential gap between supply and demand which can be a possible opportunity. However, there are also some obstacles in the way due to the unstable political conditions in India which can affect the business negatively.