| | CASE BRIEF: Validation and Update of
International Marketing Plan
CLIENT: The defense group of a
medium-sized conglomerate PROBLEM: The defense group of a medium-sized
U.S. conglomerate had developed an in-depth, comprehensive plan for international
marketing and sales. Late in their fiscal year it was obvious that they would not meet their revenue
projections. The client asked GMD Solutions to validate and update the plan with the understanding
that our inputs would be key factors in finalizing their following year marketing/sales plan. ACTIONS: Our
efforts included: A complete review of the group’s current international and domestic activities, including the current international plan and the processes and staffing to achieve their sales objectives. Interviewing a broad range of defense, industry and foreign decision-makers regarding the client’s products, processes and the companies reputation in the various markets. Analyzing the clients international activities product-by-product, country-by-country, and recommending priorities for products and countries and developing a strategic approach for each.
RESULTS: GMD Solutions’ recommendations resulted in the
following substantial changes in the client’s planning/operational processes: Incorporated over 80% of GMD Solutions recommendations in their new plan, including the doubling of their international marketing staff. Refocused the clients marketing resources on a lesser number of products with the highest potential for success vis-à-vis the former "shot gun of all products" approach. The client also accepted our country/region prioritization based on near, medium and long term potential. Accepted two near term international sales opportunities as new targets (both worth several million dollars) identified by GMD Solutions, Inc.
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