Final answer:
The first phase in the international planning process is to match company and country needs, similar to defining the problem in an engineering design process. This step shapes the goals and strategies by aligning the company's offerings with the market's demands.
Step-by-step explanation:
Understanding the First Phase in the International Planning Process
When discussing the international planning process, it's critical to acknowledge the initial steps that shape the rest of the strategy. The first phase in the international planning process is not adapting the marketing mix or developing the marketing plan. It does not start with implementation and control or defining market segments either. Rather, the initial step is akin to the foundational stage in engineering design processes, which is to define the problem. This is where the company must match company and country needs, as this allows the business to understand what they are capable of and what the target country requires, setting a clear direction for all subsequent actions.
In essence, this involves analyzing both criteria and constraints of the desired market. Just like a detailed design in engineering includes shapes and dimensions, the business plan needs a market analysis that matches the company's strengths with the market's opportunities. Achievable and appropriate goals can then be formulated once the problem, or in this case the opportunity, is clearly defined.