Given the changing dynamics of the domestic and international spheres, the American Society of Mechanical Engineers (ASME) retained Plexus to conduct an organizational restructuring that would allow ASME to be a global organization serving the needs of a member and customer constituency that had the potential to grow further. Plexus undertook a study to provide the data that would enable ASME International’s Board of Governors to develop and implement a strategic marketing plan and also supplemented the surveys with demographic research, an environmental scan, competitor intelligence and discussions with both the ASME International BOG Task Force and professional staff. The results and recommendations provided by Plexus allowed ASME to expand into four key international markets by adapting to the diversity in standards across the world.