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 PROJECT
DESCRIPTION
ANALYSIS
OF MARKETING INFORMATION FOR SMALL AND MEDIUM-SIZED ENTERPRISES
( AMI-SME )
Information challenges of internationalisation
Increasing
competition and globalisation trends are challenging companies to
expand the target markets for their products and services into foreign
countries. The process of internationalisation necessitates many
decisions. Adequate information about the target markets is required
to support decision making and ensure the successful implementation
of the internationalisation strategy. Among the relevant factors
are market potentials, competitors, the legal situation, the sales
organisation, and marketing events.
Solutions
for SMEs
AMI-SME delivers a solution that meets the information requirements
of international marketing and sales endeavours. AMI-SME aims to
gather, analyse and process essential information for small and
medium-sized enterprises (SMEs) that intend to enter or have recently
ventured into an international market. SMEs that do not have the
capacity to conduct detailed market analyses of their own are provided
with a general framework that is further specified to facilitate
country and industry selections. In addition to self-explanatory
elements, consultancy services are offered for various activities
in the internationalisation process.
Organisational
and software results
The main outcome of the project will be a software package and an
organisational concept:
- A methodological
toolbox will guide SMEs on their way to internationalisation.
It describes useful internationalisation processes, pinpoints
critical success factors, reveals information demands and recommends
information sources.
- A comprehensive
information search and analysis tool will be accessible over the
Internet. An information agent gathers information from within
the company, from professional information providers and the Web,
and presents the results according to the role of the searcher
as well as the business process.
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