2. 1. Introduction 1. Competitive Analysis
2. Overview of BaseCamp 2. Service Plan
3. Overview of Chile 3. Distribution
4. PESTLE Analysis 4. Advertising & Promotion
5. Target Market Strategy
6. Market Entry 5. SWOT Analysis
6. Conclusion
Table of Contents
3. • Nestled into the corner of South America, Chile has
successfully been one of the fastest growing economies
since 1990. Ranking #7 in the 2012 Index of Economic
Freedom, and #1 in their region, Chile has consistently
shown a commitment to the improvement of their
economic standing.
• The following PowerPoint presentation will discuss the
opportunities available in Chile for BaseCamp
International.
Introduction
4. • BaseCamp is a network of International Centers.
• Current locations include Peru, Costa Rica, Ecuador, Nicaragua, Nepal, Ghana, and
Tanzania
• The centres come equipped with classrooms, dorms, private rooms, lounge area and a
kitchen. Complimentary meals as well as internet access is provided to all volunteers.
• BaseCamp is a for-profit organization that builds alliances in international
communities, providing non-for-profit organizations with eager volunteers and students
looking to do internships
• Staff helps match up people who want to volunteer, intern, work, study, or live abroad.
Overview of BaseCamp
5. • BaseCamp provides opportunities that include: teaching English, disaster relief
support, research, building homes, assistance in low income health clinics, social
service work, daycare support, etc.
• Provides ongoing support throughout the entire duration of the volunteer’s stay
• Mission is to promote cross-cultural learning, global awareness, understanding
between cultures, and platform for positive change
• Length of programs may vary from: 1 to 2 months, 1 to 2 weeks, 3 to 4 weeks, 6
to 12 months, or even one full calendar year.
BaseCamp Overview continued…
6. 2012 • Moved to Grenada, Nicaragua
2008 • Moved to Arusha, Tanzania
2005 • Moved to Accra, Ghana
• Moved to San José, Costa Rica
2004 • Moved to Quito, Ecuador
• Moved to Jinotepe, Carazo
2000 • Moved to Lima, Peru
1998
• Moved to Kingston, Ontario
• Moved to Kathmandu, Nepal
Timeline of BaseCamp Expansion
7. Chile 78.3
• Population of 17.2 million 2012 Economic
• GDP (PPP): $257.9 billion Freedom Score
• GNI per capita: $9,940.00
• President: Sebastian Pinera
• Democratic government
• Strong property rights (ranked 2nd)
• Has the most secure contractual agreements in Latin America (Ranked 21st on
freedom from corruption)
• Chile has the 5th highest usage of social networking sites worldwide. A study by
ComScore indicates that Chileans spend about one third of their time on social
networking.
• Ranked 39 out of 183 in the index in Doing Business 2012. Regional average
for Latin America & Caribbean is 95.
• Has a need for volunteer workers to assist with children in poverty, natural
disaster relief, education, and teaching English.
• City of Lota sits at an unemployment rate of 20%
• Dealing with issues of income inequality
Overview of Chile
8. Doing Business in Chile
A Comparison with Countries Who Currently Have BaseCamp Locations
Rankings are out of 183 Countries
14. Primary Target Market:
• Young adults: emphasis on high school and post-secondary
students
Secondary Target Market:
• Graduates and those wanting to experience another culture.
Those who are on a break in between work or school and
enjoy travel.
• PRIZMne Segments
• 16 Bohemian Mix
• 22 Young Influentials
• 44 New Beginnings
Target Market
16. Market Entry Strategy
• Foreign Direct Investment with long term participation. Similar to how Cisco
entered the South Korean market.
• Alliances with numerous local NFP organizations prior to market entry.
• The Linder Theory bests describes the Chilean market in comparison to Canada.
Market Entry
17. Target Market Target Market Target Market
GAP travelers, youth, adults on Teens, students, solo English speaking North Americans
career break travelers, groups, 50+, families 18 years of age +
Service Offerings Service Offerings Service Offerings
Teaching, Childcare and Teaching, orphanage Volunteer training
Environmental projects work, healthcare, environmental, sessions, children’s
Pricing women’s workshops, operational or resource
3 months empowerment, construction, anim development projects
exluding flights= $4121.33 als & wildlife Pricing
with flights = $5,979.32 Pricing Free, but you are responsible for all
food & accommodation included Start at $945 for 1-12 weeks expenses –
Advertising Strategies Start at $5465 for 6months-1year food, shelter, insurance, travel
Social Includes food, lodging, insurance Advertising Strategies
Media, newsletter, brochure. Advertising Strategies Social Media –
“A community beyond borders” Twitter, Facebook, YouTube, Linke
Extensive use of Social Media dIn
Competitive Analysis
18. • In order to successfully participate within Chile, Basecamp International will
use an integrated model. This will allow for direct contact with local
consumers and alliance members through the use of an in country office.
• As an embedded organization, Basecamp International will be better
equipped to develop strong local community relationships with potential
alliance organizations as well as the community at large. This will also
improve the overall acceptance of Basecamp within Chile.
• Glocalization will be a key aspect of the Chilean office in order to ensure
uniformity of strategic and tactical elements.
• Through the use of a polycentric pricing strategy, the Chilean office will set
its own pricing for the services it provides to volunteers. E.g.
accommodations, meals, language training, activities during your orientation
week and cultural training.
Service Plan
19. Channel Relationships
• For Basecamp’s alliances to work, each member will be required to be open about
their expectations and communicate changes perceived in each other’s behaviour that
might be conflicting with alliance agreements.
Distribution Strategy
• As per the service plan, Basecamp International will be embedding into the Chilean
market and as such will use an integrated distribution system in which to distribute
volunteers between its allied organizations.
• All volunteers are required to arrange for transportation to any of Basecamp
International’s out of country offices. E.g. Travel arrangements and costs are the
responsibility of the volunteers.
Grey Market
• In order to avoid the support of grey market alternatives, Basecamp International will
ensure that all products necessary for the development of the local offices and
continued volunteer support are purchased through legitimate channels.
Distribution
20. Chilean Advertising
• The current strategy of using social media to promote Basecamp International’s presence
will prove largely beneficial if continued and specifically targeted towards Chilean cultures
and values. As stated in the overview of Chile, social networking is an integral part of their
culture today, and as such will be the primary medium for in-country advertising and
promotions. Top used social media platforms in Chile are Facebook and Twitter and as such
will be used as the primary tools in which to reach our target market.
• Sending informational brochures to target potential affiliates to ensure full market coverage.
• Target Market – N.F.P. organizations
Canadian Advertising
• Continued use of social media will be a key aspect of the Canadian advertising strategy.
• Arranging information presentations with in Canadian schools will be used as a secondary
aspect of this strategy in order to promote involvement and define the benefits of
volunteering and international travel.
• Target Market – Psychographic targeting of Students(high school, college and
university), young adults, religious groups, humanitarians and environmentalists.
Advertising & Promotion Strategy
21. Advertising Challenges in Chile
• Ensuring that all translations are appropriate and are non-offensive.
• Ensuring that all advertisements are socially acceptable.
• Maintaining relevance within the market.
• Detailed understanding of predispositions and attitudes, beliefs and behavior, rituals
and conventions, and purchase and use patterns.
• Costs of advertising in Chile are similar to that of Canada. Be prepared to spend to
make an impact outside of social media.
Advertising & Promotion
Strategy Cont…
22. When strengths &
Strengths
opportunities Free Trade Agreement
Weaknesses
substantially exceed with Canada.
Long wait for
construction permits.
threats & weaknesses Fixed tax rates
Non-discrimination policy
Minimal bankruptcy
protection.
as they do here, an relative to domestic
investors No special tax
investment has great Industry-specific exemptions on foreign
investment.
long term potential. incentives.
Opportunities Threats
Disaster relief. Natural disasters.
Growth in the NFP Environmental
market deterioration.
Start-up Chile - Class tension
Government initiative. (Large income gap)
SWOT Analysis
23. • Based upon the information above, it is apparent that
there are sufficient opportunities within the Chilean
market in which Basecamp can benefit both Chile and
their volunteers.
• Due to the strong economic conditions combined with
governmental support with foreign investment within
Chile, expansion into the country should prove to be a
relatively smooth process for Basecamp.
• With numerous not for profit organizations within
Chile, Basecamp will be able to develop strong
community relationships.
Conclusions
