Reference no: EM133314218
Case: A Canadian dairy manufacturer, Canada Milk Co. (CMC), manufacturers cultured dairy products such as yogurt, kefir, sour cream, and yogurt drinks using techniques passed down from the founder's family. CMC has been successful in Ontario, and their products, all packaged in red and white striped paper with the company logo of a bottle of milk with the initials CMC in a red circle, can be found in several Ontario supermarket chains. CMC's recent promotion has been a success - customers who purchase 5 products receive an email with 5 recipes using the CMC products. The company also has in place private label production contracts with restaurant chains across Ontario.
CMC interested in expanding internationally. While they have limited international experience, before the pandemic, they exported four shipments to the New Jersey area to test the export procedure and to get customer feedback. The custom and shipping process were smooth, and they had great customer feedback. The company ideally wants to target states in The Northeastern United States of America. They would appreciate your help with the following:
Question 1: Recommend two potential market entry strategies for CMC (do not use direct to customer online sales) and for each, explain how CMC could use this strategy to sell their products in the Northeastern US.
For each strategy that you recommend in question 1, discuss 2 potential risks to CMC in using that strategy.
Question 2: List 3 different types of intellectual property that CMC should try to protect in Canada, and for each, identify what aspect or element of CMC's business that type of intellectual property relates to, and explain how CMC can legally protect their intellectual property rights.
Question 3: An American business that owns a chain of fitness clubs approaches CMC, interested in purchasing yogurt drinks to sell in its gyms. Describe 4 important clauses/terms that CMC should include in its contract with the American business to help CMC manage the risks of this type of transaction. For each, explain how the clause helps address risk.
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