1. Preliminary Analysis
2. Analysis of the Current Situation
3. Concept Development
   3.1 Concept Outline
   3.2 Detailed Concept
4. Implementation Planning
5. Implementation
6. Review and Follow-Up


1. Preliminary Analysis

Setting desirable objectives based on the information available at this point of time.



2. Analysis of the Current Situation

  • Analysis of the strategic competitive position of the client’s company

    • Analysis of the German, Asian and international environment
      (politically-legally, economically, technologically, socially, naturally)
    • Analysis of the branch
      (Demand, supply, competition, market attractiveness, market entrance barriers)
    • Analysis of the client’s firm in order to evaluate the export capability
      (strategic business fields, firm structure, strengths and weakness, success factors, codes of values, guidelines of the company)
    • Verification of the analysis results

  • Reviewing the objectives
    (Which of the desirable objectives are achievable?)



3. Concept Development

3.1 Concept Outline

  • Exclusion of unattractive Asian markets (abstinence markets, e.g. countries), for which no further market development will be planned

  • Elaboration of country profiles for the remaining markets (market attractiveness, resources attractiveness, political and/or legal as well as operational attractiveness)

  • Grouping these countries in:

    • Key markets
    • Opportunity markets
    • Promising markets

3.2 Detailed Concept (for each key market separately)

  • Setting meaningful marketing objectives for each key market

  • Formulation of specific marketing strategies for each key market base on environment-, branch-, company-, SWOT-analyses, the portfolio-method etc. (if necessary, acquisition of missing information)



4. Implementation Planning

  • Preparing a catalogue of measures for each key market
    (e. g. marketing, production, procurement, organization and leadership)

  • Feasibility study

  • Risk analysis and project safeguard



5. Implementation

  • Alternative 1: Client Implementation
    The client carries out all measures at his own responsibly.

  • Alternative 2: Joint Implementation
    Some of the tasks are completed by the consultant, the others are performed of by the client.

  • Alternative 3: Implementation Accompaniment
    The consultant does not carry out any of the proposed measures, but monitors the project progress and is available to provide assistance in critical situations.



6. Review and Follow-Up

  • Project evaluation

  • Client satisfaction