International

Marketing Plan

Table of Contents

1. Introduction

2. Overview of BaseCamp

3. Overview of Chile

4. PESTLE Analysis

5. Target Market

6. Market Entry

1. Competitive Analysis

2. Service Plan

3. Distribution

4. Advertising & Promotion Strategy

5. SWOT Analysis

6. Conclusion

Introduction

• 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.

Overview of BaseCamp

• 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.

BaseCamp Overview continued…

• 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.

2012 • Moved to Grenada, Nicaragua

2008 • Moved to Arusha, Tanzania

2005 • Moved to Accra, Ghana

2004

• Moved to San José, Costa Rica

• 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

Overview of Chile

• Population of 17.2 million

• GDP (PPP): $257.9 billion

• 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

Chile 78.3

2012 Economic

Freedom Score

Doing Business in Chile

A Comparison with Countries Who Currently Have BaseCamp LocationsRankings are out of 183 Countries

PESTLE Analysis

Target Market

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 Segments

Market Entry

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.

Competitive Analysis

Target MarketGAP travelers, youth, adults on career break

Service OfferingsTeaching, Childcare and Environmental projects

Pricing3 monthsexluding flights= $4121.33with flights = $5,979.32food & accommodation included

Advertising StrategiesSocial Media, newsletter, brochure.

Target MarketTeens, students, solo travelers, groups, 50+, families

Service OfferingsTeaching, orphanage work, healthcare, environmental, women’s empowerment, construction, animals & wildlife

PricingStart at $945 for 1-12 weeksStart at $5465 for 6months-1yearIncludes food, lodging, insurance

Advertising Strategies“A community beyond borders”Extensive use of Social Media

Target Market

English speaking North Americans

18 years of age +

Service Offerings

Volunteer training

sessions, children’s

workshops, operational or resource

development projects

Pricing

Free, but you are responsible for all

expenses –

food, shelter, insurance, travel

Advertising Strategies

Social Media –

Twitter, Facebook, YouTube, Linke

dIn

Service Plan

• 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.

Distribution

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.

Advertising & Promotion Strategy

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 Cont…

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.

SWOT Analysis

Strengths

Free Trade Agreement with Canada.

Fixed tax rates

Non-discrimination policy relative to domestic

investors

Industry-specific incentives.

Weaknesses

Long wait for construction permits.

Minimal bankruptcy protection.

No special tax exemptions on foreign

investment.

Opportunities

Disaster relief.

Growth in the NFP market

Start-up Chile -Government initiative.

Threats

Natural disasters.

Environmental deterioration.

Power Distance

When strengths &

opportunities

substantially exceed

threats & weaknesses

as they do here, an

investment has great

long term potential.

Conclusions

• 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.

References

• http://www.ve-global.org/why-chile/

• http://www.azuremagazine.com/newsviews/blog_content.php?id=1800

• http://www.doingbusiness.org/about-us

• http://www.startupchile.org/about/apply

• http://www.unitedplanet.org/volunteer-abroad/why-pay

• http://www.cbc.ca/change/volunteer-centre.html

• http://www.santiagotimes.cl/world/chile-abroad/23529-chilean-entrepreneurship-initiative-gaining-global-traction

• http://www.basecampinternshipsabroad.com/sites/bc-internships-abroad/index1.cfm?pagename=How%20It%20Works&category=90&page=412

• http://www.basecampcenters.com/http://www.volunteerabroad.ca/sites/tc-volunteer-abroad/index1.cfm?pagename=Facebook&category=12&page=16

• http://www.doingbusiness.org/~/media/fpdkm/doing%20business/documents/profiles/country/CHL.pdf

• http://www.heritage.org/index/country/chile

• http://ilovechile.cl/2011/09/21/chile-5th-highest-social-networking-usage-worldwide/32451

• http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/LACEXT/CHILEEXTN/0,,contentMDK:22255176~pagePK:1497618~piPK:217854~theSitePK:325273,00.html (mentions challenges)

• http://www.npr.org/templates/story/story.php?storyId=121701830