Exporting French toys to Canada

Mathieu F.

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Exporting French toys to Canada

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Abstract

Moreover, the French and Canadian governments have recently tried to strengthen their business relationships, and encourage trade between them. It may be very interesting for the French toy industry to penetrate the Canadian market as its presence there remains reduced, and Canada seems an excellent destination due to the opportunities that such a market creates. It may also revive the French national toy industry.
In a first part, we will make a market survey of similar products in Canada, making an overview of the market and studying the evolution of the toy sector. Then, in a second part, we will analyze the transport network which is a key factor in international trade. And we will finally weigh the feasibility of the project...

Introduction
Market survey of similar products in Canada
1. Overview of the Canadian market
2. Evolution of the toy market
3. The toy market today
The supply
1. Canadian leaders in the market
2. Canada's imports of toys
3. The French presence
4. The demand: The Canadian consumer
Analysis of transport means, distribution channels and norms
1. Transport means
2. Distribution channels
3. Norms and taxes
Recommendation of feasibility or non feasibility
1. Feasibility
2. Pending difficulties
Conclusion
Appendices
Methodology sheet
Bibliography

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[...] For exporting toys from France we will only consider harbours of major importance (CPAs). The major international Canadian harbour is Vancouver, with most traffic and infrastructures. But it is located on the Western Coast and mainly concentrates on trade with Asia. A natural strategy to export our toys from France is shipping to East Coast harbours, like Halifax or Montreal, the most important commercial harbour on the eastern coast. Halifax is also Canada's eastern most important transport complex and is regularly served by French routes. [...]

[...] Finally, we could also think about distance to represent an obstacle for exporting toys in Canada and call the feasibility of the project into question. As we saw, distance may not be a problem for transport and distribution purposes, while there is some risk anyway. Distance is more a problem concerning the lack of rapidity of action and response to the local consumer needs, and lack of control of brand image and over the competition, since if we directly export from France we have very little (or none) physical presence in the market. [...]

[...] high standard of living and its liberalized and open economy, Canada offers great opportunities for French firms that are seeking to export. Since 1997, the country has benefited from a very favourable economic situation. Foreign trade takes advantage from this exceptional economic framework and the external exchanges are growing strongly. Moreover, the French and Canadian governments have recently tried to strengthen their business relationships, and encourage trade between the two countries. It may be very interesting for the French toy industry to penetrate the Canadian market as its presence there remains reduced, and Canada seems an excellent destination due to the opportunities that such a market creates. [...]

[...] All toys are manufactured to comply with the rules and regulations of the Hazardous Products Act, administered by the Health Canada Product Safety Bureau. With the International Council of Toy Industries and the Canadian Toy Association, they promote the development of toy safety standards. All toys and games have to be designed and packaged according to strict regulations. That is the reason why labels must contain compulsory elements to enter the market, such as: - The name of the product - The manufacturer, including trademarks, licensing etc. [...]

[...] It has to be noticed that the first five exporters of toys in Canada accounted for a total of in 2000. China is by far the biggest provider of toys and games of the Canadian market, with a market share equal to in 2000 (which represents a total amount of 1,068,725 CAD). The second biggest exporter in the toy industry is the United States, with of the market. Japan is following with of the market. Then, Mexico and Hong Kong have respectively and of the toy market. [...]

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