This thesis presents a model that can be utilized for assessing the potential profitability of marketing Canadian housing construction products in the Mexican market. The model specifies five major processes that have to be undertaken to assess the potential profitability: analysis of market conditions (pre-venture analysis), evaluation of product and service, analysis of proper distribution channels (supply chain), evaluation of marketing strategies, and analysis of price-cost-value relationship. In addition, a set of relevant factors has been identified to help in conducting each process. Through systematic consideration of the five marketing processes, companies can systematically integrate the most important factors to assess the overall potential profitability of their product. The model was developed by reviewing pertinent literature, in conjunction with conducting interviews with experts in this domain. A Canadian manufacturer implemented the model to test the potential profitability for its polymer-based roofing system in the Mexican housing construction market.