Product details

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Subject category: Marketing
Authors: Albena Pergelova (Grant MacEwan University)
Originally published in: 2019
Version: 4-Oct-2019
Revision date: 24-Oct-2019

Abstract

In April 2018, Deidra Helmig, president and owner of Boreal Services was preparing for the upcoming trade mission in the US. Boreal Services Group Inc was an occupational health and safety consulting firm headquartered in Edmonton, Alberta. The company had built strong experience working with clients in the oil and gas industry locally and was eager to expand its services internationally. The occupational health and safety market was growing internationally, and stricter health and safety regulations were being introduced in many countries, opening opportunities for consultants like Boreal. While Helmig had extensive experience and reputation in the local market, she needed to approach her company’s international expansion carefully. She was considering the US, Mexico, Peru, Chile, and India as some of the potential new markets to enter. The strategic questions Helmig was facing were: What industry should we approach first? What country should we approach first? What are the occupational health and safety challenges that workers in these countries face, and how can we build a product/service that might bring resolution to these challenges?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in April 2018 onward.

Geographical setting

Region:
World/global
Country:
Canada

Featured company

Boreal Services Group Inc
Employees:
2-10
Type:
Privately held
Industry:
Occupational health and safety consulting

Featured protagonist

  • Deidra Helmig (female), President

About

Abstract

In April 2018, Deidra Helmig, president and owner of Boreal Services was preparing for the upcoming trade mission in the US. Boreal Services Group Inc was an occupational health and safety consulting firm headquartered in Edmonton, Alberta. The company had built strong experience working with clients in the oil and gas industry locally and was eager to expand its services internationally. The occupational health and safety market was growing internationally, and stricter health and safety regulations were being introduced in many countries, opening opportunities for consultants like Boreal. While Helmig had extensive experience and reputation in the local market, she needed to approach her company’s international expansion carefully. She was considering the US, Mexico, Peru, Chile, and India as some of the potential new markets to enter. The strategic questions Helmig was facing were: What industry should we approach first? What country should we approach first? What are the occupational health and safety challenges that workers in these countries face, and how can we build a product/service that might bring resolution to these challenges?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in April 2018 onward.

Geographical setting

Region:
World/global
Country:
Canada

Featured company

Boreal Services Group Inc
Employees:
2-10
Type:
Privately held
Industry:
Occupational health and safety consulting

Featured protagonist

  • Deidra Helmig (female), President

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