Global Scan

In addition to a Global Scan, you can also think about a regional scan, or a selected country scan. For example, if you selected 3 or 4 countries in your initial strategy concept, you may want to scan them for the key market information you need to put them in priority order. In any case, the point of the scan is to set priorities.

Such scans are tricky. On one hand, you don’t want to spend a lot of time and money on this component – that’s why its called a “scan.” But on the other hand, it is sometimes difficult to obtain adequate information from a scan to make an informed decision on priorities. The task is to define what is needed carefully, so it does not lead to the need for more and more follow-up information – at this point. In depth information comes in the next component, when priorities are set.

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