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Canam Log & Lumber Company Analysis Case Study

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Updated: Mar 27th, 2020

Canam Log & Lumber is a Canadian company producing high-quality wood lumber and logs. The company has a wide range of products, and the following species are available different types of maple, birch, oak, ash, beech, cherry, walnut, aspen, and basswood (“Canam Log & Lumber”). This company can enter the German market as it has products which are valued in Germany, and there is a certain need in high-quality wood products. Canam Log & Lumber also ‘fit’ cultural approach characterizing Germany and German companies.

The company can choose the safest strategy, exporting. Of course, to effectively enter the European market, it is necessary to have support. Canam Log & Lumber can address the Canadian Trade Commissioner Service as this organization can help the company find partners and consult on a variety of issues concerning regulations and business peculiarities (“How to Make Market Entry Faster”).

The Canadian Trade Commissioner Service will help to find partners quite quickly, and this will reduce risks of the new market entry and associated losses.

Nonetheless, apart from cooperating with the organization, Canam Log & Lumber should also develop the necessary strategy to cooperate with German partners. Hofstede’s theory of cultural dimension can be of great importance in this process. Hofstede believes that it is possible to observe cultural peculiarities of individuals and develop trends which are apparent in the society (“Home”).

Notably, Germany and Canada share a number of values as they pertain to the same Anglo Germanic group. It is possible to single out such factors as masculinity and uncertainty avoidance as these factors are important for German and Canadian people.

Therefore, the company should focus on such dimensions as uncertainty avoidance and masculinity as these two factors are also valued by German companies. It is noteworthy that the products provided also fit into this paradigm. Wood can be seen as a symbol of masculinity and certainty. Producing and marketing wood is associated with masculinity and uncertainty avoidance.

The company focuses on regulations and develops plans. Clearly, Canam Log & Lumber follows the plans outlined to be able to operate properly. The company also follows principles of competitiveness, power, and materialism.

Having these factors in mind, the company should articulate this message to their German partners. Canam Log & Lumber should reveal their commitment to run their business based on principles of competitiveness and adherence to precise plans. German partners will understand that it is easy to cooperate with this Canadian company, which uses the same principles.

To make sure that German companies will get the message, the company should have a particular plan of cooperation, and it can be a good idea to provide some facts from the company’s past cooperation with other organizations.

To sum up, it is necessary to note that Canam Log & Lumber will barely change its strategy as it will be able to operate in German market based on principle they have used. The company will need to cooperate with a Canadian organization to minimize risks, but the market entry is likely to be successful as Canam Log & Lumber fits into the German business world.

The company will focus on such cultural factors as uncertainty avoidance and masculinity while developing their entry strategy. The company will have to be transparent (in terms of its values) so that German partners could see that it is easy and beneficial to cooperate with this Canadian company.

Works Cited

Canam Log & Lumber. 2012. Web.

Home. 2014. Web.

How to Make Market Entry Faster & More Efficient. 2014. Web.

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IvyPanda. 2020. "Canam Log & Lumber Company Analysis." March 27, 2020. https://ivypanda.com/essays/canam-log-lumber-company-analysis/.

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IvyPanda. (2020) 'Canam Log & Lumber Company Analysis'. 27 March.

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