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Pestle Analysis For Made by Mary 2
Pestle Analysis For Made by Mary 2
Kaytlin McEntire
August 4, 2022
PESTLE ANALYSIS FOR MADE BY MARY 2
Abstract
The purpose of this PESTLE Analysis is to explore the possibilities of marketing Made By Mary
Jewelry in Canada and Mexico. Made By Mary is a jewelry company local to Bluffdale, Utah.
They carry a variety of jewelry pieces in Gold, Silver and Rose Gold with their products ranging
from $2.00-$150. Made By Mary sells primarily online to U.S. customers. Made By Mary could
benefit from expanding their business internationally. With Canada and Mexico being the two
largest trade partners of the United States, this analysis will focus on these markets. Though the
cultures are distinct in their differences, there are plenty of business opportunities throughout. In
country, Made By Mary will be able to better understand the possibilities of expanding to these
markets, and determine whether either Canada or Mexico may be a good fit for doing so.
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Political Considerations
Politically, Mexico and Canada are very different from one another. Canada is considered
in which the citizens are able to elect representatives to a legislative parliament. These elected
officials then make the necessary laws and decisions for the country as a whole. The Canadian
government is structured to directly represent the people. Canada is ranked in the 84th percentile
Similar to the United States, the political system in Mexico is a Federal Republic. This
form of political system is constitutional, and limits the powers of the central government.
Instead, states or provinces have certain degrees of self-governing power. Globally however,
Economic Considerations
While Canada and Mexico are both mixed markets, Canada is considered to be one of the
best economies in the world. With inflation control and flexible exchange rates, the Canadian
economy is stable and resilient in comparison to other markets around the world. In 2022,
Canada is ranked 15th in economic freedoms for innovation. “The Competition Act maintains
and encourages competition in Canada to promote the efficiency and adaptability of the
Canadian economy, expand opportunities for Canadian participation in world markets while at
the same time recognizing the role of foreign competition in Canada, and ensure that small and
medium-sized enterprises have an equal opportunity to participate in the Canadian economy and
in order to provide consumers with competitive prices and product choices.” (Canadian economy
& political stability) Unemployment is relatively low, and there are plenty of opportunities for
PESTLE ANALYSIS FOR MADE BY MARY 4
work. “Trade in services with Canada (exports and imports) totaled an estimated $106.3 billion
in 2019. Services exports were $67.7 billion; services imports were $38.6 billion. The U.S.
services trade surplus with Canada was $29.2 billion in 2019.” (United States Trade
Representative, Canada) Canada also encourages foreign direct investment through promoting
stability, infrastructure and global market access. The United States is currently considered to be
For the most part, Mexico has pretty low levels of inflation which allows for somewhat
stability. “The increasing economic integration of Mexico with the United States during the last
three decades has benefited both countries significantly. Advantages to Mexico include greater
product specialization and efficiency, and for both nations, a wider variety of goods and services
at lower prices.”
contractions since the great depression. Mexico’s competition policies are in line with
internationally recognised practices. Mexico has solid enforcement agencies with strong
investigation powers, and has a dominant spot in the context of international competition.
Mexico stands out with nearly 60% average labor availability. Covid has caused a decline in
Social Considerations
The majority of Canadians are middle-class, or upper middle-class, with nearly 70% of
the population identifying as Christian. Parts of Canada have a French influence within their
culture.
PESTLE ANALYSIS FOR MADE BY MARY 5
Unlike Canada, the majority of Mexican citizens are lower to middle class. Roman
Catholicism makes up more than 80% of the population. Some of the most brand loyal customers
worldwide. Quality, practicality and price are all very important to the people there. “Mexico is a
large market to cover, whether for distribution or for sales channels. The U.S. Commercial
Service in Mexico recommends that U.S. exporters consider splitting the country into distinct
territories rather than trying to sign a single agent or distributor with exclusive national rights.”
Technological Considerations
known as one of the most technologically developed countries in the world. Canadian businesses
have a strong reputation for business ethics. “Canada has many of the same express delivery
providers as the United States. U.S. Government statistics show that nearly 2 billion of goods
and services cross the Canada-U.S. border each day. With this volume of trade, express delivery
providers are an experienced and reliable means of cross-border shipping. Transit time for
express services between most major U.S. and Canadian cities range from overnight to three
Mexico has been able to improve the speed of their telecommunication lines and
computer technology within recent years. The technological infrastructure of Mexico meets the
PESTLE ANALYSIS FOR MADE BY MARY 6
U.S. standards. In terms of digital transformation, Mexico outperforms most of Latin America
and the caribbean. Though they meet United States standards, the technology in Canada
Legal Considerations
The legal and regulatory climate of Canada is largely based on civil and common law
practices. Like the United States, Canada is a Constitutional state. In Canada, there are strict
codes of values and ethics that are clearly defined and outlined and easily accessible to all. Ethics
are important in all of Canada’s doings. As stated in the code, “By adhering to this Code, you
help to strengthen the ethical culture of our department and to build public confidence in the
The legal and regulatory climate of Mexico have some similarities with that of the United
States. The main similarity being that the Mexican Federal Judiciary is based on a three-tier
system. While Canada has clear ethical standards outlined, Mexico has a few loosely set
guidelines. While they do not have as many standards in place, success has been found for other
businesses in being able to establish their ethical guidelines when entering the business market in
Mexico.
Environmental Considerations
Canada is well known for being environmentally friendly. In fact, Canada ranks #9 out of
73 in global green living rankings. Canada has a number of pollution prevention, environmental
emergency, and hazardous waste management policies in place. Preventing pollution, managing
toxic waste, and improving environmental and climate change are all very important to
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Canadians. In terms of sustainable development, Canada ranks 29th overall. This is significantly
Though Mexico has a recent increased awareness of environmental issues, Mexico ranks
comparatively low when considering environmental policies. Air pollution, lack of clean water,
erosion, and deforestation are some of the environmental challenges that Mexico faces. “Overall,
Mexico was one of the first countries in the world to pass a specific law on climate change. The
law set an obligatory target of reducing national greenhouse-gas emissions by 30% by 2020. The
country also has a National Climate Change Strategy, which is intended to guide policy making
over the next 40 years.” In terms of sustainable development, Mexico ranks much lower than the
Recommendations
From this analysis, it can be concluded that there are plenty of opportunities for growth in
the Mexican and Canadian Markets. When entering an international business market, it is
For Made By Mary specifically, the political stability, social interest, technological
Canada are better aligned with the needs of Made By Mary. Choosing to enter into the Canadian
market would be a great opportunity for Made By Mary’s first international expansion.
The price point and accessibility of materials in Made By Mary products are more likely
to perform well in the Canadian economy. Not to mention, already having an interested target
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