The second stage of the export preparation comes under a sub-category of Market Development. This stage is further broken down into two important steps:

1. Market Research
2. Marketing Strategy

This stage will provide the kind of market research needed for Indonesian enterprises to develop its export plan and where to gain such information. This stage will also discuss the elements of marketing strategy and how it will develop the enterprise suitable for the Canadian Market. This stage is in-line and must not be done before the first stage.

Market Research

Market research is important so that businesses can examine the Canadian culture and to understand the workflow in Canada in order to adapt to the market. This sub-category will help enterprises understand opportunities and possible challenges in export, how it needs to adapt to Canadian legal, and understanding customers in Canada.

Market research is divided into secondary research and primary research. Secondary research is done in Indonesia by using reference materials and data such as market reports, books, surveys, statistics, and many more. These data can be found through many platforms, and one of them are chambers of commerce.

Primary research is key information collected through direct contact with potential customers or other sources. This method requires direct involvement and the data must be collected by the enterprise itself.

These are list of possible sources of market information:

• Competitors’ web sites
• Potential customer web sites
• Commercial banks
• Internet search engines, discussion boards
• Online and offline commercial databases and
  subscription services
• Conference Board of Canada, TFO Canada web
  sites, and Market Information Papers (MIPs)
• Trade and business associations
• Indonesian Trade Office in Canada
• Canadian embassy in Indonesia
• Exploratory mission to Canada
• Attending or participating in trade shows
• Other Indonesian firms exporting to Canada
• DGNED, IETC, KADIN, and ICCC web sites

An enterprise should understand the market such as Canadian Political Highlights, Canadian Economic Highlights, Consumer Trend, Business Information, Partnering Options, Support for Market-entry strategies, Cultural considerations, and Travel Tips.

Marketing Strategy

There are 5 Ps of Marketing in Canada

1. Product (or Service): How will the product adapt to the
   Canadian market?
2. Price: What is the pricing strategy?
3. Promotion: How to make Canadian
   customers aware of the product or service?
4. Place: How will it be distributed?
5. People: Are there any partners that can help the product grow in the Canadian market?

When all of the Ps are fulfilled it will determine your target market.

Source: Canada-Indonesia Trade and Private Sector Assistance Project. (2016). A Step-by-Step Guide for Indonesian SMEs to Export to Canada citation.