BIM – International Marketing Plan

The BIM™ – International Marketing Plan is an innovative tool that enables rapid internationalization of a company. It consists of an integrated system that includes the Business Plan along with its technological support.

The BIM™ was designed by international specialists at Mercal Consulting Group and guides the entrepreneur on where, how, to whom, and what can be sold abroad, adapting to the reality and specificities of any company.

Before giving rise to an International Marketing Plan, the strategy consists of a set of integrated visions from one or more managers regarding the company’s operations.

These visions may not necessarily be clear or complete, as they systematize issues relevant to the future development of the organization, especially at the international level, and in most cases are misaligned with reality, requiring a prior diagnostic assessment.

Stages of the International Marketing Plan

In this first phase, Mercal will evaluate the different strategic visions or options in a formal document, so that the entrepreneur can accurately understand the scope and level of their company’s operations and performance relative to competitors (benchmarking).

This will allow the company to achieve the best positioning and strategic guidance in relation to the international environment in which it operates.

Mercal assists the company in the international marketing plan and in defining its internationalization strategy by providing the entrepreneur with guidance on:

• Where? (Which countries and markets are most attractive for the business, what is the range of products/services offered, and what is the current positioning?)

• To whom? (Who are the main players in each of these markets? Who are the key clients, distributors, and other agents?)

• What? (Which brands, solutions, products, and ranges will be most attractive? At what prices?)

• How? (What is the preferred market entry method—through export, partnership with a local entrepreneur? What type of partnership? Foreign investment? If so, with which partner? How to promote the company and its products?)

Once the company’s internationalization strategy and entry mode are defined and structured, it is necessary to establish the objectives and positioning of its products for each market, that is, the marketing mix.