The purpose of the first phase in the formulation of a global marketing strategy is to sensitize management to the global imperative: the need to take in the forest (the global market) and not just the trees (the local market and competition for it). There seems to be an overwhelming tendency among practicing managers to be overly domestically motivated. When management does look at the international market, it concentrates on its own country's exports. Phase A of international marketing involves consideration of the world's purchases of the product the company produces. The aim is to identify opportunities-to conduct "opportunistic surveillance."
There are two steps in Phase A. Step One aims at assessing the quantitative dimensions of the global market for the company's products and/ or services. Step Two zeroes in on the qualitative aspects of the identified markets. Certain large and growing markets might not be suitable for a particular company if the firm cannot meet the demands imposed by the government or overcome the market imperfections resulting from competition.
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