Global Marketing Management System Online 4 (GMMSO4) - Tutorial

1. Dr. Basil J. Janavaras basilj@janavaras.com

2. Introduction • The GMMSO, www.gmmso4.comis essentially a Project-Based Learning (PBL) tool designed tobeused for international business projects as a part of a course or on itsown. • •TheGMMSO: • Is based on both international business theory and practical, hands-onexperiences. • Will assistyouin making strategic marketing/management decisions on howto expanda company’sbusinessinternationallyandhow todevelopanappropriatebusinessandmarketing plan. • •You are provided with helpful tools such as a User Guide with step-by-step instructions, targeted internet resources, case examples and aglossary.

3. Purpose ofGMMSO • An online management planning tool designed to aid research of global markets and develop international marketing plans and strategies • It isdesignedto help you bridge the gap between theoryandthe rigorousdecisionmakingprocessofsolvingreal,complexbusiness problems in a globalsetting.

4. LearningOutcomes As a result of using the GMMSO software as a key teaching and learning tool you should learn howto: •Research, analyse, interpret and use data to make business decisions in a globalsetting. •Apply what they learn in the classroom or trainingenvironment. •Integrate knowledge from all functional business areas and be able to make decisions in a global context. •Perform a situation analysis of a company in a globalcontext. •Practice how to research globalmarkets. •Identify and evaluate high potential country markets for company’sproducts/services. •Conduct competitiveanalysis. •Determine best entry modestrategies. •Develop customize marketing plans andstrategies. •Use internet resources and informationeffectively.

5. How itworks? • GatherInformation • EnterInformation • Analyze and EvaluateInformation • GenerateReports • Refine Reports and CreateSummaries

6. Registering www.gmmso4.com

7. Getting Started Please login to www.gmmso4.com and selectthe shown in the screenshotbelow tabas

8. Choose the type ofregistration If you are registering as student, you can register with a purchase code provided by your institution/instructor You can also use your credit card to purchase a code

9. Starting on theGMMSO4

10. GMMSO4 welcomescreen Details of your registration, Course, instructor and institution click here to start on the INDIVIDUAL project click here to start on the GROUP project

11. The GMMSO4workspace Personal profile -edit your detailsas well as see details of yourcourse. Choose a language to use the system, a support tab that allow you to contact us in the event of a technical issue, a list of frequently asked questions (FAQs) on the GMMSO4 and contact forms to send us amessage. home page , view your individualand group report areas as well as a help section that provides you with user guides, case studies and examples of reports that have been created using thesystem. View any scores or comments made by an instructor, create reports, and manage yourprofile. GMMSO4 individual or groupareas

13. Navigating theGMMSO4 The top left hand section of the GMMSO4 is key to navigating to your projects. You can toggle from the Individual (GMMSO4(I)) as well as a groupproject(GMMSO4(G)) ifyour instructor has allowed it. Clicking on the resources tab will open a window with glossary, suggested web sites and useful articles that are relevant to the section you are working on as shownbelow Click on the ‘ADD Bibliography’ Tab to add references to you project as you enter data. Your personal list of references will be listed as shownbelow

14. GroupAssignments • When a group is created, an automated e-mail with group information will be sent toall groupmembers. • Each member of the group willuse his or her own username and password to login Two group members should not beworking on one screensimultaneously. Communicate with your groupmembers frequently to keep track of each others progress. If it should occur that two members are working on one screen, when one ofthose persons clicks “Save,”the other person will lose all of his or her entereddata!

15. GMMSO4System

16. The GMMSO4system • Each module defines a set of objectives andprovides • Steps, • Instructions, • Resource links to accomplish theseobjectives. • •Apply classroom and textbook context • •Integrate knowledge fromexperience • •Perform a situation analysis of a company in a globalcontext • •Practice how to research globalmarkets • •Identify and evaluate high potential country markets forcompany’s products/services • •Conduct competitiveanalysis • •Determine best entry modestrategies • •Develop customized marketing plans andstrategies • •Use internet resources and informationeffectively • •Make informed business decisions in a globalcontext

17. Outline ofeach module

18. Module1 Understanding the company’s StrategicPosition

19. Module 1objectives • The objective of Module 1 is for project teams and/or management to conduct a company situation analysis. Not only does this assist project teams in conducting more effective and targeted studies, but it also helps management redefine their business within the framework of a globalmarketing • imperative. This is doneby: • Choosing an industry and a company within theindustry. • Perform a company strategicanalysis. • Select a specific Product Line/service of the chosen company if more than one Product Line/service is available. If you choose a retail establishment, decide on the merchandise mix that will be included in the overseas operation, along with the number of stores that will be opened during the first, second and third year of internationaloperation. • Determine the Target marketprofile. • Determine the international involvement, if any, of thecompany. • Conduct an internal analysis of thecompany. • Conduct an External Analysis of theIndustry. • Determine the company's global business readiness in the internationalarena.

21. Module2 The Search for GlobalMarkets

22. Module 2objectives The objective of Module 2 to is to identify the country with the highest market potential for your company, using a country attractiveness screening process consisting of three stages, and determine the most effective entry mode strategy for the targeted country as shownbelow: Macro LevelCriteria Micro LevelCriteria Accessibility Criteria Market Entry StrategyCriteria The criteria selected should assists the company to identify the country that offers the most business opportunity for your company basedon: Need/desire for theproduct. Market size andgrowth. Ability to purchase theproduct. Ability to enter themarket.

24. Module3 The Entry Strategy and Business Plan or MarketingPlan

25. Module 3-Objectives • The objective of Module 3 is to determine the most effective entry strategy and marketing plan based on company's goals, resources, strengths relative to the competition and market conditions by using the following procedure: • Develop marketing strategies and action plans that will most successfully penetrate the Target Marketcountry. • Identify the Target Market in the country using key segmentationvariables. • Develop Market Penetration and coverage objectives that fully exploit marketopportunity. • Determine whether the company should create, extend, and/or adapt its currentproduct/service. • Determine the best pricing strategy and method for the company's product after investigating terms of sale and value added costs in the Target Market. • Develop an effective promotional strategy by carefully matching company resources with perceived product/service benefits and buyer behaviour in the TargetMarket. • Determine the best distribution strategy and channels for the company's product/service in the TargetMarket. • Based on entry strategy and the developed marketing plan, forecast future sales/profits as well as breakeven financial analysis for the TargetMarket. • Briefly state your conclusion and recommendations for Module3 • Generate Module 3Report

27. Save andContinue • Remember to click “Save” at the bottom of every screen before exiting or movingforward to the next page. • Click “Save & Continue” buttons to navigate throughGMMSO

28. ChoosingCompanies • Public vs. PrivateCompanies • Public companies are easier toresearch. • But public companies are usually already well established internationally : may need to select countries in which the company does not havepresence. • FictionalCompanies • Need permission from theirinstructors. • Keep in mind, financial data will need to beprojected. • This is an advanced option.

29. ResearchTips • Search for answers instead of expecting answers with the click of themouse • Review the User Guide, Case Examples, Resources and Glossary before working on theproject. • All of these are available through the HELPtab • Glossary terms are hyperlinked in all four Modules.

30. GenerateReports Appendix This section contains an area for you to work out the following parts of thereport In-depth financial analysis Micro Variables AccessibilityVariables ExecutiveSummary Use the fields to enter information accordingly. The Executive Summary should be about 1page in length. Bibliography Complete the Bibliography as you complete the project. Don’t wait until the end. Use the appropriate format (MLA, APA, Harvard etc) for documenting sources used in thereport. Users can view all of their data online by clicking on the ‘REPORT’ tab. The reports can viewed online and downloaded as PDFfiles •To transfer report into either MS office or MAC pages, view online and select the data to be copied and paste this into a separatefile. • •You can also export the whole report as a PDF file

31. Thankyou Janavaras & Associates International, Inc.,INC 27 Capri Drive. Mankato.MN Phone: 507-382-0304 or507-345-5824 E-mail:basilj@janavaras.com