The Global Marketing Management System Online--Second Edition

(GMMSO)©

What is the GMMSO?

A STRATEGIC PLANNING MANAGEMENT TOOL TO HELP YOU GLOBALIZE YOUR BUSINESS Online!

The Global Marketing Management System Online (GMMSO) is a strategic planning management tool designed to help your company enter or expand its presence in foreign markets. The GMMSO will enable you to systematically conduct a company situation analysis, identify counties with high market potential for your products/services, conduct a competitive analysis, and select the best country market, determine best entry mode strategy for the target country, and develop the marketing plan.

The System

The system includes four phases. Depending on the project's purpose, the entire GMMSO or selected parts of it may be used.

• Phase 1--Company Situation Analysis
  The situation analysis (Phase 1) determines the company's current position vis-à-vis international markets. Based on a S.W.O.T. (Strenghts, Weaknesses, Opportunities, Threats) analysis and evaluation, a report is prepared outlining key findings, conclusions, and recommendations.
  
  

  1.1	1.2	1.3	1.4	1.5	1.6	1.7	Phase 1 Report
  Company Analysis	Intl Involvement	Industry Analysis	Target Mrkt Profile	Product Profile	Global Readiness	S.W.O.T.

  
  
  
• Phase 2--Global Market Search: Determining Global Market Opportunities
  The purpose of global market search (Phases 2) is to identify countries with the greatest market potential for the company's products or services.
  
  

  2.1	2.2	2.3	2.4	Phase 2 Report
  Country Selection	Macro Screening	Market Accessibility	Micro Screening

  
  
  
• Phase 3--In-depth Market Analysis of Selected Countries
  The purpose of Phase 3 is to conduct a competive analysis and identify the best country market with the greatest potential for the company's products/services.
  
  

  3.1	3.2	3.3	3.4	3.5	Phase 3 Report
  Contacts and Competitive Analysis	Country Market & Company Sales Potential	Market Entry	Market Channel Structures	Best Target Market Country

  
  
  
• Phase 4--Entry Strategy and the Global Marketing Management Plan
  Based on the findings and recommendations of Phases 1-3, an entry strategy and marketing program for the target country (Phase 4) is developed. From entry strategy on, the plan should be designed to minimize the risks and maximize profits while entering or expanding the company's presence in global markets.
  
  

  4.1	4.2	4.3	4.4	4.5	4.6	4.7	Phase 4 Report
  Entry Mode	Market Segmentation	Sales, Profits, & Market Penetration	Pricing Strategy & Plan	Promotion Strategy & Plan	Distribution Strategy & Plan	Budgeting

  
  
  

Executive Summary

Based on Phase 1-4 analysis and evaluation, you can prepare an Executive Summary consisting of:

1. The purpose of your project
2. Your research approach
3. Your key findings
4. Your conclusions and recommendations

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