Evaluating Kuusamon Uistin’s Market Entry Potential into the Canadian Fishing Lure Sector

Abstract

This thesis investigates the potential for Kuusamon Uistin to enter the Canadian fishing lure market, with a specific emphasis on its spoon lures, Professor and Räsänen. The research utilizes theoretical frameworks such as Porter’s Five Forces, the marketing mix, SWOT analysis, and PESTEL analysis to examine the market conditions and competitive landscape. The thesis also assesses Canada’s business environment and its implications for Kuusamon Uistin’s market entry.

This study explores whether Kuusamon Uistin's iconic lure line and sustainable products would meet the needs of Canadian consumers, with particular attention to trends such as catch-and-release fishing. Secondary research, a competitive analysis, and a small-scale survey were used to evaluate the company's current position and potential avenues for expansion. Despite minor setbacks in data collection, the findings suggest a promising opportunity for Kuusamon Uistin to enter the Canadian market.