Ethnic food products in international trade: ASEAN agro-food products’ marketing strategy in Canadian market

Abstract

Globalization enables the worldwide trade of nontraditional products that used to be considered non-tradable in the international market due to cultural, administrative, and geographical distances. This study conducts a systematic literature review on the marketing strategy for ASEAN agro-food products for the Canadian market. Numerous opportunities to source ethnic agro-food products from ASEAN countries exist but are yet to be explored. Some of the intensive primary marketing strategies examined are country brand image, product differentiation strategy, niche market strategy, placement and promotion strategies, and the 4A marketing strategy. Secondary strategies that can be adapted by ASEAN countries to enter the Canadian agro-food market were also addressed. This analysis will enable ASEAN agro-food exporters to explore and succeed in Canadian market.