Global Marketing Management System Online (GMMSO4) - Tutorial

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Dr. Basil J. Janavaras basilj_at_janavaras.com
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Introduction

• The GMMSO, www.gmmso4.com is essentially a
  Project-Based Learning (PBL) tool designed to be
  used for international business projects as a
  part of a course or on its own.
• The GMMSO
• Is based on both international business theory
  and practical, hands-on experiences.
• Will assist you in making strategic
  marketing/management decisions on how to expand a
  companys business internationally and how to
  develop an appropriate business and marketing
  plan.
• You are provided with helpful tools such as a
  User Guide with step-by-step instructions,
  targeted internet resources, case examples and a
  glossary.

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Purpose of GMMSO

• An online management planning tool designed to
  aid research of global markets and develop
  international marketing plans and strategies
• It is designed to help you bridge the gap
  between theory and the rigorous decision making
  process of solving real, complex business
  problems in a global setting.

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Learning Outcomes
As a result of using the GMMSO software as a key
teaching and learning tool you should learn how
to Research, analyse, interpret and use data to
make business decisions in a global
setting. Apply what they learn in the classroom
or training environment. 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 global
context. Practice how to research global
markets. Identify and evaluate high potential
country markets for companys products/services.
Conduct competitive analysis. Determine best
entry mode strategies. Develop customize
marketing plans and strategies. Use internet
resources and information effectively.
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How it works?

• Gather Information
• Enter Information
• Analyze and Evaluate Information
• Generate Reports
• Refine Reports and Create Summaries

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Registering
www.gmmso4.com
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Getting Started
Please login to www.gmmso4.com and select the
shown in the screenshot below
tab as
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Choose the type of registration
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
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Starting on the GMMSO4
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GMMSO4 welcome screen
Details of your registration, Course, instructor
and institution
click here to start on the INDIVIDUAL project
click here to start on the GROUP project
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The GMMSO4 workspace

1. Personal profile -edit your details as well as
   see details of your course.
2. 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 a message.
3. home page , view your individual and 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 the system.
4. View any scores or comments made by an
   instructor, create reports, and manage your
   profile.
5. GMMSO4 individual or group areas

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Navigating the GMMSO4

• 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
  group project (GMMSO4(G)) if your 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 shown below

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 shown below
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Group Assignments

• When a group is created, an automated e-mail
  with group information will be sent to all
  group members.
• Each member of the group will use his or her own
  username and password to log in

Two group members should not be working on one
screen simultaneously. Communicate with your
group members frequently to keep track of each
others progress. If it should occur that two
members are working on one screen, when one of
those persons clicks Save, the other person
will lose all of his or her entered data!
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GMMSO4 System
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The GMMSO4 system

• Each module defines a set of objectives and
  provides
• Steps,
• Instructions,
• Resource links to accomplish these objectives.
• Apply classroom and textbook context
• Integrate knowledge from experience
• Perform a situation analysis of a company in a
  global context
• Practice how to research global markets
• Identify and evaluate high potential country
  markets for companys products/services
• Conduct competitive analysis
• Determine best entry mode strategies
• Develop customized marketing plans and
  strategies
• Use internet resources and information
  effectively
• Make informed business decisions in a global
  context

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Outline of each module
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Module 1
Understanding the companys Strategic Position
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Module 1 objectives

• 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 global
  marketing
• imperative. This is done by
• Choosing an industry and a company within the
  industry.
• Perform a company strategic analysis.
• 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 international operation.
• Determine the Target market profile.
• Determine the international involvement, if any,
  of the company.
• Conduct an internal analysis of the company.
• Conduct an External Analysis of the Industry.
• Determine the company's global business readiness
  in the international arena.

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Module 2
The Search for Global Markets
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Module 2 objectives

• 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 shown
  below
• Macro Level Criteria
• Micro Level Criteria
• Accessibility Criteria
• Market Entry Strategy Criteria
• The criteria selected should assists the company
  to identify the country that offers the most
  business opportunity for your company based on
• Need/desire for the product.
• Market size and growth.
• Ability to purchase the product.
• Ability to enter the market.

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Module 3
The Entry Strategy and Business Plan or Marketing
Plan
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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
  Market country.
• Identify the Target Market in the country using
  key segmentation variables.
• Develop Market Penetration and coverage
  objectives that fully exploit market opportunity.
• Determine whether the company should create,
  extend, and/or adapt its current product/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 Target Market.
• Determine the best distribution strategy and
  channels for the company's product/service in the
  Target Market.
• Based on entry strategy and the developed
  marketing plan, forecast future sales/profits as
  well as breakeven financial analysis for the
  Target Market.
• Briefly state your conclusion and recommendations
  for Module 3
• Generate Module 3 Report

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Save and Continue

• Remember to click Save at the bottom of every
  screen before exiting or moving forward to the
  next page.
• Click Save Continue buttons to navigate
  through GMMSO

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Choosing Companies

• Public vs. Private Companies
• Public companies are easier to research.
• But public companies are usually already well
  established internationally may need to select
  countries in which the company does not have
  presence.
• Fictional Companies
• Need permission from their instructors.
• Keep in mind, financial data will need to be
  projected.
• This is an advanced option.

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Research Tips

• Search for answers instead of expecting answers
  with the click of the mouse
• Review the User Guide, Case Examples, Resources
  and Glossary before working on the project.
• All of these are available through the HELP tab
• Glossary terms are hyperlinked in all four
  Modules.

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Generate Reports
Appendix This section contains an area for you to
work out the following parts of the
report In-depth financial analysis Micro
Variables Accessibility Variables Executive
Summary Use the fields to enter information
accordingly. The Executive Summary should be
about 1 page in length. Bibliography Complete
the Bibliography as you complete the project.
Dont wait until the end. Use the appropriate
format (MLA, APA, Harvard etc) for documenting
sources used in the report.
Users can view all of their data online by
clicking on the REPORT tab. The reports can
viewed online and downloaded as PDF files To
transfer report into either MS office or MAC
pages, view online and select the data to be
copied and paste this into a separate file.
You can also export the whole report as a PDF
file
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Thank you
Janavaras Associates International, Inc., INC
27 Capri Drive. Mankato. MN Phone [phone]
or 507-345-5824 E-mail basilj_at_janavaras.com