Canadian Packaging Machinery Market Research Report - PMMI

2.11 STRATEGIES FOR U.S. MANUFACTURERS TO SUCCEED IN CANADA
• U.S. packaging machinery manufacturers hold the dominant market share
position in the Canadian market so much of their strategic focus will likely be
aimed at market retention rather than market growth.
• In order to maintain their significant market share, U.S. suppliers of packaging
machinery will need to continue to identify and satisfy the manufacturing needs of
potential Canadian customers in such areas as short run, fast changeover.
Equipment manufacturers who are able to modify their equipment to meet the
specific interests of Canadian users will be in an advantageous position to
compete more effectively in the Canadian market.
• Recognize the competitive advantage that U.S. manufacturers’ perceived superior
service networks provide and maintain and build on this. In doing this, companies
must “truly walk the talk” and ensure that the service networks are actually
performing to expectations and that the service needs of Canadian purchasers
are understood and acted upon.
• Utilize the U.S.’s close proximity to Canada to develop a quick response
capability to enhance the perception of superior service provided by U.S.
manufacturers.
• Use to advantage U.S. equipment’s increasing price competitiveness/advantage
resulting from the more favourable U.S.-Canadian dollar exchange rate. Ensure
that Canadian buyers actually benefit from the reduction in landed costs resulting
from the change in the exchange rate.
• Although trends, developments and tastes in the Canadian consumer market that
influence packaging needs are frequently similar or identical to those in the U.S.,
do not make the mistake of assuming that they always are. That is, don’t assume
that Canada is virtually the fifty-first state with demand drivers identical to those
south of the forty-ninth parallel. Gather market intelligence, attempt to understand
the market and listen carefully to your customers
• Build on the reputation of United States packaging machinery manufacturers as
‘solid citizens.’ This means ensuring that delivery date commitments are met,
ensuring that products perform as expected, being solution-oriented, being readily
available to assist with packaging machinery issues that are important to the endusers
and being as responsive as possible to ever-changing requirements.
• Recognize the important role that maintenance of international standards can play
in enhancing market perception of their products. U.S. manufacturers who attain
ISO 9000 standards for quality management and ISO 14000 standards for
environmental management systems will enhance their competitive position and
help to overcome perceptions that they fall short of European quality levels.
• While striving to provide flexible, high-speed packaging equipment incorporate
scalability for responsive expansion.
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