EXPORTING Canadian Services

Background

You are preparing for a top-level meeting between the Minister of International Trade, the Minister of Foreign Affairs and senior business executives representing several multinational corporations, as well as a large group of small- and medium-sized enterprises. The objective of the meeting is to discuss Canada's strategy in responding to the changing global business environment.

Expectations are high since everyone wishes to move beyond political pronouncements and joint statements, to specific strategies and actions. This Trade Canada Summit is raising expectations, and all are committed to inspiring a call to action across major stakeholders engaged in international commerce. While Canadians like to refer to their country as a "trading nation"partly because of history and partly because of the large impact of trade on today's Canadian economyleading practitioners and senior officials recognize several truths:

• Canadian trade is highly concentrated in import/export activities with the United States.
• Certain industry sectors, such as automotive and resource-based businesses, account for a disproportionately large amount of Canada's trade.
• Intra-company tradetransfers of resources between affiliated companiesis an important part of Canada's "export" business.
• Canadian businesses, especially SMEs should focus more on export markets which can include bundling expertise across a wide rage of services.

The hard reality being confronted, and one which serves as a critical backdrop for this meeting, is the realization that by current standards Canada does not qualify to be referred to as a trading nation. One point of agreement between all parties is that Canada can and must do betterin this regard.

Your Role

You are a senior consultant engaged jointly by the government and the private sector stakeholders to guide and facilitate the meeting and to assist in any agreed-upon actions. Your success will be measured by the degree to which theory and principle are translated to practical, innovative recommendations and actions, endorsed by all parties at the Trade Canada Summit.

You fully appreciate that your effectiveness in this sensitive role will depend upon your ability to clearly articulate the major views of each group represented at the Summit. Review the following sources (and others you may identify) to assist in identifying the current issues, positions and options which are likely to be the focus of the upcoming Summit.

Canada's State of Trade, published annually by Global Affairs Canada

Business Council of Canada

Canadian Manufacturers and Exporters

Canadian Chamber of Commerce

Canadian Federation of Independent Business

Trade Attitude

Your professional experience to date allows you to immediately home in on the importance of attitude in the successful pursuit of international trade and global business. Scan the leading pressas well as some "fringe" publicationsto assess the current attitude of Canadians, Canadian businesses and various government officials to Canada's involvement in international trade and global business. Require a matrix of selected quotes, comments and observations, identifying the source and the stakeholder group involved, that will be represented at the Summit.

Assessment Tools and Capabilities

Understanding that among attendees to the Summit there is broad consensus that Canada can and must do better, you determine that it would be valuable to ensure all attendees are aware of the availability of certain tools and resources. Review selected resources available to Canadian businesses of all sizes to support their efforts in international business and trade. Those sources can include, but need not be limited to:

Canada Business Network

Canada Border Services Agency

Export Development Canada

Innovation, Science and Economic Development Canada

Canadian Trade Commissioner Service

Global Affairs Canada

Engaging Summit Attendees

In preparation for the launch of the Summit, leverage your research, your own experience, and your understanding of the global business environmentparticularly emerging trends such as integrative trade, the impacts of China and India on global trade, and the increasing impact of global supply chainsto require a briefing note to each key group: Global Affairs Canada, Canadian corporate executives, and small- and medium-sized enterprises. Highlight one or two major issues or trends of interest to each, with reference to the same broad themes.

Learning Outcomes

This case study relates to the following learning outcomes from the module Situational Analysis in the course Feasibility of International Trade.

Assess the readiness of the organization to undertake the potential new international trade initiative or expansion especially in the service sector.

Develop a research brief which outlines the parameters of the research to be undertaken based on identified research objectives for the prospective initiative.

Screen potential international markets to identify priority markets for exporting products and services

Design the research plan and conduct the designated research.

Analyze research data and present findings and recommendations as they relate to the stated research objectives.

Some of the recommendations that come out of the Summit involve major stakeholders in Canada's pursuit of global business and international trade. Include a reference list at the end of you research and response. (Providing a list of links is fine, but you must also give the title of the document or website in the list.)

You only have to answer one of the below! (at least 4+ references)

1. There needs to be an increase on trade initiatives with respect to the rapidly expanding service sector. Possibly a development of a national strategy on trade in services. If there was further development by stakeholders on supporting service sector strategies, what would the processes be in identifying areas of opportunity? (Think about what Canadians do well or identify Canadian key competitiveness factors.) There are many place online where you can find this information -What are the areas of strength in Canada that are potential service export opportunities? Where did you find the information to support these claims?