International Market Entry Strategy – Maple Heritage Co.

Developed a full international market entry strategy for a sustainable Canadian housewares brand looking to expand into Germany. Conducted company and product analysis, competitive research, and macro-environmental evaluation using a detailed PEST analysis. Proposed a market development strategy targeting eco-conscious consumers in Hamburg, Germany, supported by data on GDP growth, consumer trends, and cultural fit.

I specifically worked on the Global Market Analysis and PEST section pages 7 - 17 where I did extensive market research on how to implement a brand new product into a foreign marketResearched political, economic, social, and technological factors that influence international business success. Key focus areas included Germany’s regulatory environment, trade agreements (CETA), inflation and exchange trends, cultural compatibility, and sustainability-focused consumer behavior.

This section was essential in identifying Germany as a low-risk, high-opportunity market, justifying its selection as the company’s international launch destination. It also directly informed the entry strategy, product positioning, and logistics planning, making it a core strategic component of the project.

With the team project I learned how to integrate my SCRUM knowledge into real world scenarios with our team running sprints and also valuing design thinking when collaborating on what our product will be and for what global market.