Template Areas


Area: Review Market Research And Other Information

The topic that is missed here is the experience of similar products in a specific market. Market research data is very good in developed countries. It is not as available or as high quality in the rest of the world. You have to think about using the local people to collect information that you can get on-line through a service in a developed country. Much of the information may be anecdotal, but it is still useful.

Area: Review Track Record For Successful And Failed Competitive Products

Go beyond your own industry. Look at other international firms and how they launched their products. Go to the Web and look up the same product in different countries at various Web sites. Build a reservoir of this information after you organize it.

Area: Develop Culture Profiles Of The Product For Each Market

Of course, the profile depends on the specific product and country. However, you can start by identifying cultural oddities and unique features and characteristics about a specific country.

Area: Prepare The Launch Of The New Product

This is the planning area that was mentioned earlier in this chapter. The planning should be country specific as much as possible.

Area: Coordinate Product Marketing And Sales

Coordinating does not mean just managing. It means facilitating the sharing of information and lessons learned among the various offices.

Area: Gather Experience And Lessons Learned

The key here is to implement a structured, routine approach to collect, organize, and use this information. Before any phase of the new product marketing it should be a requirement that the relevant lessons learned be reviewed and applied. Then as more experience is gained, these lessons learned can be expanded.




International Project Management
International Project Management: Leadership in Complex Environments
ISBN: 0470578823
EAN: 2147483647
Year: 2003
Pages: 154

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