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Global Access February 2006 | |
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| Global Access 2006: No 1. Assessment of our Internal & External Activities.
The principal purpose of the Global Access 2006 Series is to consider how we can, 1) Discover and manage international market opportunities. 2) Create and maintain an innovative and profitable international product / service sector portfolio. 3) Develop a range of marketing management techniques for the new global economy.
Before we look outwards, we need to look inwards at ourselves to ensure that we are ready as an organisation, to maximize our latent global market / product opportunities.
There are five primary 'internal' activities we should embark upon prior to any 'international adventure'. 1) Ensure that we challenge and test our existing 'status quo'. 2) Examine the root and branch of our existing business. 3) Compare and contrast ourselves to our current and our envisaged future position to a) our industry, b) our environment and c) our competition. 4) Prepare to focus on niche markets & marketing activities. 5) Concentrate on developing our core strengths, values and capabilities.
There are five primary 'external' activities we should embark upon prior to any 'international adventure'. 1) Continuously and objectively scan international horizons. 2) Develop a realistic appreciation of our relationship, our industry and our competitive advantages. 3) Develop an appreciation of our unique value proposition & our potential for strategic fit. 4) Develop, appreciate and adapt our cultural values (avoiding ethnocentricity), 5) Understand our 'partnering' abilities, our view of trust and our use of clarity in all of our communication processes. 5) Evaluate and then re-evaluate the strength of our relationships & the resilience of our commercial networks.
Danny Moloney, MBA written February 2006
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| Description | Global Access February 2006 |
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