1

From Globalisation to Internalisation

Issues1. No integrated implementation plan.2. Challenges in getting common alignment.3. Product management,

• Poor product selection quality.• Inventory not being agreed upfront. Affect value

propositions.• Campaign content not managed and sign-off. Causing

misalignment of msg and ambiguity.4.Dependencies – different availability from different teams.5. Requestor for activity not visible in the process. Anybody

can implement the commercial activity. No quality control, KPI?

6. One launch everywhere model,• Lack of considerations on local market needs &

geographic economy.• Differences e.g. # resource, workload, processes,

system, organization structure, etc.• Ignore Differences = High Work Load = Stress =

Inefficient = Turnover?

As-Is | The Complexity in Globalisation

Global Integrated Plan

eCommerce Schedule

EMEA (17) APAC (10)

Email ScheduleEMEA (17) APAC (10)

Campaign Page

Email

Go-Live Date

Activity

1

1

1

2

2

2

3

4

6

5

Brochure

Media Services Schedule

EMEA (17) APAC (10)

Changes

EMEAAPAC

To-Be | Internationalisation

Global Integrated Plan Activity

MasterBrochure

MasterCampaign Page

Master Email

Core Assets PlanProduct Selection (70/30 rule?)Master Campaign Content

Media Services Schedule (1)- EMEA (17)- APAC (10)

eCommerce Schedule (1)- EMEA (17)- APAC (10)

Email Schedule (1)- EMEA (17)- APAC (10)

Master Content

Master Assets Location Governance needed e.g. Timing of implementation, standardisation, quality, etc.

Local Adaptation Schedule

Local Market Needs- Timing

- Products, inventory

- Local Marketing Mix

EconomyThink Global, Act Regional/Local

Resource

Internationalisation involves customising marketing strategies for different regions of the world according to cultural, regional and national differences to serve specific target markets.

We need to decouple the complexity that will affect each others.

And Think Global, Act Regional/Local

1. Decouple complexity of plan - from scope of 81 to 3.

2. Clearer campaign objectives as all assets ready. Decouple communication issues in a matrix org.

3. Think Global, Act Regional/Local Model• Plan resource in adv with consideration of

external factors (economy, local market needs)• Decouple complexity of changes that will affect

others (i.e. email content).

• Change of mindset, requestor need to be visible.

Validating the To-Be Model

Issues1. No integrated implementation plan.2. Challenges in getting common alignment.3. Product management,

• Poor product selection quality.• Inventory not being agreed upfront. Affect value

propositions.• Campaign content not managed and sign-off. Causing

misalignment of msg and ambiguity.4.Dependencies – different availability from different teams.5. Requestor for activity not visible in the process. Anybody

can implement the commercial activity. No quality control, KPI?

6. One launch everywhere model,• Lack of considerations on local market needs &

geographic economy.• Differences e.g. # resource, workload, processes,

system, organization structure, etc.• Ignore Differences = High Work Load = Stress =

Inefficient = Turnover?

Ultimately, we need to deliver

What What Customer Wants