International Marketing to Governments

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National Sun Yat-sen University Department of
Information Management 2006 Forum of IT
International Marketing to Governments 23
February 2006 by Gus Sorenson, V.P. Taiwan
Philippines Lockheed Martin Global, Inc.
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International Marketing to Governments

• Introduction to Lockheed Martin
• Marketing Responsibilities
• Sample Cases

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Corporate Overview
2005
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The Men and Women of Lockheed Martin

• 130,000 Employees
• 60,000 Scientists and Engineers
• 20,000 IT Professionals
• Operations in 1,000 Facilities, 500 Cities, 45
  States and 56 Countries

Partners to Help Customers Meet Their Defining
Moments
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Our Core Markets
Defense Intelligence
Defense Intelligence
Civil Government
Homeland Security
Civil Government
Homeland Security
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Our Customers

• Departments of
• Defense
• Homeland Security
• Commerce
• Energy
• Health Human Services
• Housing Urban Development
• Justice
• State
• Transportation
• NASA
• Social Security Administration
• Environmental Protection Agency
• U.S. Postal Service
• Foreign Governments
• Intelligence Communities

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Our Global Presence

• 2004 International Sales of 6B
• Over 300 Partnerships
• Global Products for Global Markets

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International Marketing Offices
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2004 Sales by Customer
Commercial Domestic
3
Civil Government/ Homeland Security
U.S. DoD/ Intelligence
22
58
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International
Air Force 26
Navy 21
Army 8
Other 3
Total Sales - 35.5B
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Executive Team
Robert J. Stevens President, CEO and Chairman of
the Board
Corporate Staff
Christopher E. Kubasik Executive Vice President
and CFO
Ralph D. Heath EVP Aeronautics
Michael F. Camardo EVP Information Technology
Services
Robert B. Coutts EVP Electronic Systems
Stanton D. Sloane EVP Integrated Systems
Solutions
G. Thomas Marsh EVP Space Systems
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Corporation at a Glance
Maritime Systems Sensors Mitchel Field, NY
Boston, MA
Maritime Systems Sensors Moorestown, NJ
Newport, RI
Ft. Monmouth, NJ
Omaha, NE
Seabrook, MD
Dayton, OH
Colorado Springs, CO
Bethesda, MD
Patuxent River, MD
China Lake, CA
OFallon, IL
Hampton, VA Norfolk, VA
Albuquerque, NM
Lawton, OK
Los Angeles, CA
San Diego, CA
Augusta, GA
Huntsville, AL
Warner Robins, GA
Columbus, GA
El Paso, TX
Ft. Walton Beach, FL
San Antonio, TX
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Lockheed Martin
Information Technology Services
Aeronautics
ISS
Space Systems
Electronic Systems
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Aeronautics - 11.8B

• Combat Aircraft
• Air Mobility
• Special Mission andReconnaissance
  Aircraft
• Advanced
  DevelopmentPrograms

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Aeronautics Combat Aircraft
F-35
F/A-22
F-16
T-50
F-117
F-2
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AeronauticsAir Mobility
C-130J
C-27J
C-5 Modernization
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AeronauticsSpecial Mission and Reconnaissance
Aircraft
U-2S
P-3
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Aeronautics Advanced Development Programs
(Skunkworks)
Theater Airlift AMC-X
FALCON
Network Enabled Warfare
Clean Sheet Tanker
Integrated Sensor IS Structure (ISIS)
FB-22
RATTLRs
Multi-Purpose UAV (MPUAV)
Strategic Airlift Walrus
Battlespace Awareness
Advanced Combat Air
Advanced Air Mobility
Corporate Overview 03/01/05 17
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Electronic Systems - 9.7B

• Missiles Fire Control
• Maritime Systems Sensors
• Platform, Training Transportation Solutions

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Missiles and Fire Control
Air Missile Defense
Fire Control
Strike Weapons
Tactical Missiles
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Maritime Systems Sensors
USCG Systems Integration
Combat Systems Radar Systems Vertical Launch
Undersea Surveillance ASW / Mine Hunting
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Platform, Training Transportation Solutions
Simulation Training
Secure Enterprise Solutions
Platform Integration
Civil Mission Solutions
Air Traffic Management Systems
Distribution Technologies
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Space Systems - 6.4B

• Launch Services
• Satellites
• Strategic Defensive Missile Systems

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Space SystemsLaunch Services
Titan IV
Proton
Atlas V
Shuttle
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Space SystemsSatellites
Advanced EHF
SBIRS
Telecommunications
GPS IIR
MILSTAR
Mars Odyssey
Commercial Remote Sensing
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Space SystemsStrategic Defensive Missile
Systems
Trident
Airborne Laser
THAAD
Boost Vehicle Plus (BV)
MKV
Targets Interceptors
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Information Technology Services3.8B

• Information Technology
• Aircraft Logistics Centers
• Systems Management
• Technical Operations
• Space Operations
• Energy

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Information Technology Services
Information Technology
Enterprise Solutions
Govt Wide Integration Technical Support
Business Strategyand Consulting
Application Development and Maintenance
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Information Technology Services Aircraft
Logistics Centers
Engine Maintenance, Repair, and Overhaul
Aircraft Maintenance, Modifications Upgrades
Contractor LogisticsSupport
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Information Technology Services Systems
Management
Homeland Security Solutions
Systems Solutions
Operation Maintenance
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Information Technology Services Technical
Operations
Launch Support
Satellite Operations
Classified Facility Support Information
Analysis
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Information Technology Services Space
Operations
Life SciencesEngineering
Shuttle andSpace Station
Flight Hardware Payload Development
Integration
MissionOperations
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Information Technology Services Energy
Knolls Atomic Power Laboratory
UK Atomic Weapons Establishment
Sandia National Laboratories
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Integrated Systems Solutions3.8B

• Systems Engineering Integration
• Intelligence Systems
• Transformational Command Control
• Space C2 Mission Processing
• Tactical Reconnaissance Surveillance

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Integrated Systems SolutionsSystems
Engineering Integration
Trusted Acquisition Support
Architectures, Simulation,and Visualization
Net-centric, System-of-Systems Integration
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Integrated Systems SolutionsIntelligence
Systems
Imagery/Signals Intelligence
Geospatial
Enterprise Transformation
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Integrated Systems SolutionsTransformational
Command Control
Operational
Strategic
Tactical
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Integrated Systems SolutionsSpace C2 Mission
Processing
Navigation
Surveillance
Communications
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Integrated Systems SolutionsTactical
Reconnaissance Surveillance
Aerial Common Sensor
SAR Pod
SAR Imagery
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Team Lockheed Martin
Customers
Customer Focus
Aeronautics
ISS
Space Systems
Electronic Systems
Information Technology Services
? Develop Strategies ? Marshal Competencies ?
Integrate Solutions ? Direct Resources ? Infuse
Technology
Horizontal Integration Connect the Dots
We Never Forget Who Were Working For
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Our Values

• Ethics
• Excellence
• Can-Do
• Integrity
• People
• Teamwork

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International Marketing to Governments

• Introduction to Lockheed Martin
• Marketing Responsibilities
• Sample Cases

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Definition of Terms

• International
• Between or among nations
• Pertaining to the relations between nations
• Marketing
• Trading in a market buying or selling
• The entire process of storing, shipping,
  advertizing and selling which promotes and
  actualizes a sales transaction
• Government
• The governing organization or body of a nation,
  state or community

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Marketing Responsibilities

• Know Understand Your Company
• Vision goals
• Organizational structure
• Leadership personalities
• Policies regulations
• Products capabilities

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Marketing Responsibilities

• Know Understand the Market Place Taiwan
• History Culture Language
• Politics and Economics
• National leadership Decision makers
• System of getting things done

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Marketing Responsibilities

• Know the Customer ROCAF, ROCN, ROCA, CGA,
  ROCMC, CAA
• Staffing rules, timetable, needs
• Procurement Laws procedures
• Written unwritten Dos Dont
• Consultants Competition
• Offset rules local industry

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Marketing Responsibilities

• Be Aware of Global Regional Issues Trends
• Emerging China India Markets
• Transition from Manufacturing-based to
  Knowledge-based economy
• War on Terrorism, Technology impact
• AIDS, pollution, water shortages, aging
  populations, growing energy needs
• Growth of World Organizations, Bi-lateral and
  multi-lateral agreements

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International Marketing to Governments

• Introduction to Lockheed Martin
• Marketing Responsibilities
• Sample Cases

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Taiwan F-16 Program
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Taiwan F-16 Program

• 1960 - GD produced F-16 for USAF
• 1970s - GD marketed F-16 in Taiwan
• 1979 - USG cuts official diplomatic ties with ROC
• 1979 ROC requests F-16
• 1992 F-16 approved for sale to Taiwan
• 1993 LOA signed and contract awarded to LM
• 1997 1st F-16s delivered to Taiwan
• 1999 Last F-16 delivered to Taiwan
• 2003 LM completed F-16 offset obligations
• 2006 LM in Taiwan supporting F-16

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PAC-3 Program
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Taiwan PAC-3 Program

• 1993 Taiwan purchased Patriot GEM system
• 1996 China fired missile north south of
  Taiwan
• 1998 Patriot deployed around Taipei
• 1989 ROC requests PAC-3 Hit-to-Kill missile
• 2001 PAC-3 approved for sale to Taiwan
• 2004 Defense Referendum defeated
• 2004/5 PAC-3 part of Special Arms budget
  request to LY with 40 offset requirement
• 2008 PAC-3 may be funded, US Congress to
  approve LOA offered/signed
• 2009 LM awarded contract1st F-16s delivered to
  Taiwan
• 2011 1st PAC-3 systems delivered to Taiwan
• 2013 PAC-3 protecting Taipei, Taichung
  Kaohsiung

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Typical Service Organizational Structure
Commander in Chief CINC
Academy
Political Warfare Dept.
Loq Command
VCINC
VCINC
Standardization Tng Command
IG Office
Chief of Staff COS
Combat Command
DCOS
DCOS
DCS Comptroller
DCS PERS (A 1)
DCS INTEL (A2)
DCS OPS (A-3)
DCS LOG (A-4)
DCS Plans (A-5)
DCS CEI
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Process Time Frame of Major Weapon System
Acquisition
Service HQ
Ministry of National Defense (MND)
Operation Requirement Committee
T A R G E T Y E A R
System Analysis Committee
Decision Making Committee
Procurement Bureau
E U
System Analysis Report
Operation Requirement
Outline Plan
Work Plan
Procu. Plan
Contracting
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3
3
3
2
2
13
Months
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Capture Strategy - Program Process Timing
President
Legislative Yuan
Executive Yuan
MND
Service HQ
Control Yuan
CGS
Directorate General of Budget Accounting
and Statistics
1. Review 2. Instruction
Planning Bureau
J-5
National Audit Office
1. Review/Evaluation 2. Priority 3. Budget
Distribution 4. Validate Requirement 5.
Program Approval
1. Analysis 2. Evaluation 3. Request
Requirement 4. List Budget 5. Management 6.
Execution 7. Contract
1. List Budget 2. Review
1. Process Review 2. Budget Review 3. Contract
Review
1. Review 2. Budget Approval
One Year
Two to Three Years
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