Export Marketing Services

CARIBBEAN MARKET RESEARCH – Priority Market Identification

Scope: Atlantic Canada (four provincial governments – Nova Scotia, New Brunswick Newfoundland and Prince Edward Island)

Project Objective: To research the Caribbean market (Jamaica, Bahamas, Turks and Caicos, Puerto Rico, Dominican Republic and Barbados) to identify priority markets for Atlantic Canada SMEs

Summary: Mr. Pelley was project lead to research the Caribbean market: (1) enhance knowledge of the Caribbean market: (2) enlighten Atlantic Canada companies of the opportunities, market requirements and an effective marketing mix and, evidently, and (3) better prepare The Trade Team (steering committee) and participating Atlantic Canada companies for subsequent trade missions to Caribbean markets having the best strategic fit for Atlantic Canada SMEs. This project was completed through an analysis of existing secondary research while conducting primary research including site visits/observations of existing businesses including analyses of industries and their structure in other jurisdictions.

EXPORT DEVELOPMENT STRATEGY

Scope: Atlantic Canada (four provincial governments – Nova Scotia, New Brunswick Newfoundland and Prince Edward Island)

Project Objective: Mr. Pelley was project lead for the export development of an initiative designed to strategically find global markets appropriate for Atlantic Canada companies.

Summary: Project lead for Atlantic Canada mission which involved development of a strategic approach to diversifying the international markets of Atlantic Canada companies. This strategic approach was initiated with industry / government roundtable discussions facilitated by Mr. Pelley. A steering committee was later formed and a preliminary research study on four test markets was coordinated by Mr. Pelley. Findings were presented to the steering committee on: Middle East; Ireland; Greenland; and Caribbean. A discussion was then facilitated by Mr. Pelley to identify a priority market – the Caribbean. Mr. Pelley then drafted a market development strategy, consulting several key stakeholders though-out Atlantic Canada from government and industry before finalizing. This strategy commenced with an extensive in-market research study on the Caribbean Building and Construction Sector the Mr. Pelley was project lead for additional components of the strategy including a test marketing mission to Kingston, Jamaica and a Trade Mission to Nassau, Bahamas.

CARIBBEAN MARKET DEVELOPMENT STRATEGY

Scope: Atlantic Canada (four provincial governments – Nova Scotia, New Brunswick Newfoundland and PrinceEdward Island)

Project Objective: Mr. Pelley was project lead for the four-phase Caribbean Development Strategy to facilitate the export development of Atlantic Canada Building Products companies.

Summary: A key component of the Caribbean market development strategy was the promotional market strategy devised by Mr. Pelley and his trade team. This involved:
(1) identifying key market contacts;
(2) hiring a mission administrator to correspond and recruit them for networking events;
(3) producing a logo and slogan;
(4) developing promotional writings for insert in show guide;
(5) producing a show guide ad;
(6) developing and delivering presentations / speeches at networking events; and
(7) doing an interview with one of the national morning news program (Bahamas at Sunrise).

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