Market Entry Strategy for the Canadian Market : case ESLA

Abstract

This thesis examines the market entry strategy for ESLA, a Finnish manufacturer of kicksleds, into the Canadian market. Kicksleds, widely used in Scandinavia for recreation and mobility during snowy winters, are relatively unknown in Canada. The study aims to evaluate market viability, identify challenges, and to recommend a strategic plan for ESLA’s successful expansion.

The thesis study uses a mixed–method approach, combining qualitative insights from interviews with Canadian respondents with a quantitative analysis of market data. The key areas of focus include consumer awareness, potential demand, competition, and logistical barriers. Climate patterns and retail industry price sensitivity were also analyzed to contextualize the findings.

The results reveal that significant challenges face ESLA, while demand exists in Canada’s snow–covered provinces. Low consumer awareness necessitates educational marketing campaigns to introduce kicksleds and their benefits, such as accessibility, eco–friendliness, and versatility. High shipping costs and the lack of a local distribution network pose logistical obstacles. Additionally, climate variability limits market potential to regions with consistent snow cover.

The thesis recommends a targeted market entry strategy to address these issues by employing direct export to approved retailers. Establishing partnerships with local retailers, leveraging e–commerce, and collaborating with winter sports organizations can improve visibility and distribution. Marketing efforts should emphasize the product’s Scandinavian heritage and appeal to Canada’s environmentally conscious and outdoor–oriented consumers.

This study highlights the potential for ESLA to carve out a niche in Canada’s winter recreation market, offering practical insights for overcoming barriers and achieving successful international expansion.