IT strategy implementation-gtz role

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Presentation held by Ms. Valentina Nushkova as a part of the ICT - the enabler for business development in the region Session at the 8th SEEITA and 7th MASIT Open Days Conference, 14th-15th October, 2010

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IT strategy implementation-gtz role

  1. 1. Export Promotion Strategy for the Macedonian Software and IT Services Industry The Role of GTZ in its Implementation 17.10.2010 Seite 1
  2. 2. GTZ Investment and Export Promotion Project  A project within German-Macedonian Development Cooperation  German counterpart: Federal Ministry for Economic Cooperation and Development  Macedonian counterpart: Ministry of Economy  Implemented by GTZ - German Technical Cooperation  First phase: June 2008 - December 2009  Second phase: January 2010 - December 2012  Project budget: EUR 2,50 million  Overall Project Goal: The international competitiveness of the Macedonian companies in the supported industries (textile and clothing, automotive industry and IT/software) has grown. 17.10.2010 Page Seite 2
  3. 3. GTZ Investment and Export Promotion Project Areas of assistance:  Investment Promotion  Export promotion: - IT/Software - Textile and clothing industry - Automotive industry Implementing partners: • Invest Macedonia - Agency for Foreign Investments and Export Promotion of the Republic of Macedonia • MASIT - ICT Chamber of Commerce • Textile-Trade Association - Textile Cluster of Macedonia (TTA-TC) • Automotive Cluster of Macedonia (ACM) 17.10.2010 Page Seite 3
  4. 4. 4 Results of Previous Project Phase Input Output • 3 person-months (budget) • Benchmark analysis of the Macedonian IT industry • 1 coordinator (GTZ) • Internal analysis (company survey) • 2 consultants (GOPA) • Export market analysis (external analysis) • MASIT & Working Group • 9 business leads from German companies • KM system introduced (SharePoint) • Development of Export Promotion Strategy • Collaborative strategy development • Joint learning process & organizational knowledge • Basis for successful strategy implementation 17.10.2010 Page Seite 4
  5. 5. Strategy & Project Goal Overall Goal of the Export Promotion Strategy: To establish Macedonia as a well-recognized brand for specialized, high-quality outsourcing services and software products within Europe, based on systemic competitiveness, company excellence and superior customer value. GTZ Project Goals (Second Phase):  Support the implementation of the Export Promotion Strategy  Increase the international competitiveness of the Macedonian software industry  Successfully position the Macedonian software industry in export markets (DACH)  Provide specialized export promotion & training services to MASIT members  Achieve tangible results for the industry & companies (increase export volume) 5 17.10.2010 Page Seite 5
  6. 6. 6 Overview: Strategic Measures Strategic Measures Export Int. branding Export Quality & Clusters & Export-oriented promotion & capabilities company collaboration investment policy positioning & knowledge excellence 1 2 3 4 5 6 17.10.2010 Page Seite 6
  7. 7. Implementation Strategic Measure 1: 1 Export Promotion Policy Improving the export promotion policy for the software industry Rationale: • Establishing the framework conditions conducive to the internationalization of the Macedonian software industry • Improving competitiveness and export capabilities (software export capability model) • Proactive policy formulation in collaboration with companies (SMEs) • Mainly responsible: ministries 7 17.10.2010 Page Seite 7
  8. 8. Strategic Measure 1: Export Promotion Policy 8 17.10.2010 Page Seite 8
  9. 9. 9 Task 1.3: Increase Job Attractiveness of Software Industry Activity: Special Job Section on MASIT Website Example IT Cluster Regina Aachen: HR Service “1 application 100 recipients” Scope:  Professionals  Graduates  Vocational education  Internships  Thesis 17.10.2010 Page Seite 9
  10. 10. Task 1.6: Export Promotion Program for Software Exporters Activity: Develop a trade fair participation program Europe: • CeBIT • SMAU • Internet World North America: • Budgets • INFOCOMM • Organization • Outsource World • Processes • IT360 Expo • Tools Middle East: • GITEX • CAIRO ICT • COMPUTAX 10 17.10.2010 Page Seite 10
  11. 11. Task 1.7: Introduction of an Industry Barometer Macedonian IT Industry Barometer Lack of branding Finding business partner Lack of interest/awareness among clients Lack of business contacts Visa requirements Lack of support by government Market information Lack of export-oriented trainings / consulting Lack of export marketing know-how Legal aspects Lack of qualified staff to conduct export Costs of exporting Lack of technical skills Technical standards / requirements Culture & language barriers % Not Problematic Somehow Problematic Little Problematic Problematic Very Problematic Highly Problematic 11 17.10.2010 Page Seite 11
  12. 12. Implementation Strategic Measure 2: Branding & Positioning 2 Improving international branding and positioning Rationale: • Lack of branding has been identified as a primary obstacle to Macedonian software exports • Increasingly important due to intensifying competition within the offshoring market • Important source of differentiation (“focused differentiation”) • Create awareness, visibility and recognition for the Macedonian software industry • Clearly defined core brand values: quality, company excellence, customer value 12 17.10.2010 Page Seite 12
  13. 13. Strategic Measure 2: Branding & Positioning 13 17.10.2010 Page Seite 13
  14. 14. Task 2.3: Events Activity: Training on trade fair management & business development  Success factors  Trade fair action plan  Before the fair: planning & preparation  The marketing-mix  Preparing marketing material  Business development process  Mailing & telemarketing  Using Web 2.0 and social networks (e.g. XING)  During the fair: management at the booth  Sales techniques  After the fair: follow-up 14 17.10.2010 Page Seite 14
  15. 15. 15 Task 2.3: Events Activity: Participation at trade fairs & IT events  Financial support for Macedonian booth at CeBIT 2011 by GTZ  Consulting: preparation, implementation and follow-up  Mailing & arrangement of B2B meetings  Participation at BITKOM Outsourcing Forum 17.10.2010 Page Seite 15
  16. 16. 16 Task 2.4: Macedonian IT Promotion Network Macedonian IT Promotion Network MFG BITKOM BICC-NET  Objectives & activities:  Promote cooperation (B2B)  Branding & positioning  Joint EU-projects Fraunhofer Cooperation Hessen-IT Network  Joint events & roadshows  Networking & match-making SFS LiSOG bwcon 17.10.2010 Page Seite 16
  17. 17. 17 Task 2.5: Web marketing & positioning MASIT-Website Functions:  About us  Objectives  Activities  Cluster services  Events  e-Catalogue  Partners  Search  Groupware Log-in  Business request  Contact 17.10.2010 Page Seite 17
  18. 18. 18 Task 2.5: Web marketing & positioning Example SSC: 17.10.2010 Page Seite 18
  19. 19. 19 Task 2.5: Web marketing & positioning Example CroICT: 17.10.2010 Page Seite 19
  20. 20. Task 2.5: Web marketing & positioning Example: online catalogue (BASSCOM) 20 17.10.2010 Page Seite 20
  21. 21. Implementation Strategic Measure 3: 3 Clusters & Collaboration Promoting clusters and collaboration Rationale: • Tool for export promotion: collaborative planning & implementation of export activities • Examples: Serbian Software Cluster (SSC), BASSCOM, RUSSOFT • Key benefits: economies of scale, better visibility, cost reduction, bundling of competences, improved access to information and markets • Tool for international branding and positioning • Enabling specialization and adaptability • One-Stop-Shop for potential clients • Cost-effective provision of export-oriented cluster services 21 17.10.2010 Page Seite 21
  22. 22. Strategic Measure 3: Clusters & Collaboration 22 17.10.2010 Page Seite 22
  23. 23. 23 Task 3.2: Export-oriented IT/Software Cluster Cluster Management Topics Ph Ph Ph a se a se a se 1 2 3 Strategy & Business Plan x Organizational Structure x Cluster Services x x x Project & Process Management x x x Marketing & Communication x x Information & Knowledge Management x x HR Management x x Financing x x x Monitoring & Evaluation x x Change Management x 17.10.2010 Page Seite 23
  24. 24. 24 Task 3.5: Cooperation with Universities Activity: Student Placement Service (cluster service) Example: Student Placement Service (BASSCOM) BASSCOM Students Student Association Students form reply Students Student Association Send enquiry enquiry via @ Company distributor Students enquiry Student Association Students Students Process enquiry EDU Group Student Association Students Key Account SPS II 17.10.2010 Page Seite 24
  25. 25. Task 3.8: Joint Sales Structure Activity: Training & capacity building of promoters  Introduction into the Macedonian software / IT industry  Software / IT-services marketing  Outsourcing models  Business development in the IT industry  CRM and key account management  Mailing & telemarketing  Using Web 2.0 and social networks (e.g. XING)  Sales techniques (e.g. SPIN) 25 17.10.2010 Page Seite 25
  26. 26. Implementation Strategic Measure 4: 4 Export Capabilities & Knowledge Strengthening export capabilities and knowledge Rationale: • Development of capabilities which reflect demand / requirements of potential export markets • Permanent need for upgrading and updating capabilities • Key problem: limited resources of SMEs • Lack of export-oriented training & consulting identified as major obstacle • Cluster services: providing training & consulting services more efficiently and at lower prices (Cluster Academy) • Provision of relevant market information: market and customer orientation 26 17.10.2010 Page Seite 26
  27. 27. Strategic Measure 4: Export Capabilities & Knowledge 27 17.10.2010 Page Seite 27
  28. 28. 28 Strategic Measure 4: Export Capabilities & Knowledge Cluster Services Cluster Services (training & consulting)  Provide specialised services for companies Technical trainings  Generate concrete, tangible benefits for companies Management trainings  Increase competitiveness  Aggregate demand & reduce costs Tender management training  Attracting new members Competitiveness  Income generation for MASIT Export consulting & information service  Ensure sustainability B2B export promotion service Tender information service 17.10.2010 Page Seite 28
  29. 29. Task 4.1: Export-oriented Training Services Activity: MASIT Academy  Training program:  Technical trainings  Management trainings  Budget & resources  Organizational structure  Processes  Documents  Quality management Example: Academy IT Cluster bwcon (DE) 29 17.10.2010 Page Seite 29
  30. 30. Task 4.1: Export-oriented Training Services Activity: MASIT Academy Management Training Technical Training  IT project management • Technical documentation  Business process analysis and • Unified Modelling Language (UML) modelling • Open Source Software (OSS)  Software marketing • SAP  Export marketing • Software engineering  HR management • ISO, ITMark (ORF-Project)  EU projects (acquisition & management)) • ITIL Mode of delivery: • Intensive trainings • Interactive learning workshops • Impulse presentations 30 17.10.2010 Page Seite 30
  31. 31. 31 Task 4.2: Export-oriented Consulting Services Activity: Export Consulting & Information Service  Market analysis: export target markets (DACH)  Macroeconomic overview  ICT market  Software segment  IT services segment  IT consulting  Outsourcing/offshoring  IT trends  Market studies, reports, events  Company databases & addresses (e.g. ISIS)  Workshops: export & international marketing 17.10.2010 Page Seite 31
  32. 32. Task 4.2: Export-oriented Consulting Services Activity: B2B Export Promotion Service  Identification of potential target groups  IT industry  Verticals  Conduct mailings & marketing activities  Generation of business leads:  Date  Company name  Website  Cooperation profile  Contact details  Follow-up and PM support  Cluster promotion fund (?) 32 17.10.2010 Page Seite 32
  33. 33. 33 Task 4.2: Export-oriented Consulting Services Activity: B2B Export Promotion Service Cluster Example Process Management: Export Promotion Service (B2B) In: process cluster promotion Cluster Manager 1 7 8 fund marketing material 6 develop 2 identify cluster send out business process enquiry marketing material conduct mailing companies lead 12 15 C review contract QM Target Market mailing material business lead 3 10 5 reply form / R FQ 11 16 17 4 customer yes proposal yes no yes Customer fill in reply form prepare contract accepted ? payment feed -back interested ? accepted ? no no contract Cluster Companies 14 9 13 project report project develop proposal sign contract implementation proposal Cluster Partners Consortium Client C C C enquiry C lead C Cluster Management Lead Company C C C SharePoint C M&E Project Implementation Project Management Contract 17.10.2010 Page Seite 33
  34. 34. Task 4.4: Development of an Export Manual Manual for export marketing of companies Situation Analysis Marketing Mix Company Product Partners Price Customers Segmentation & Marketing Objectives Positioning Controlling Place Competitors Promotion Value Context Proposition People Processes Internal Analysis: Strengths / Weaknesses External Analysis: Opportunities / Risks 34 17.10.2010 Page Seite 34
  35. 35. Implementation Strategic Measure 5: Quality & 5 Company Excellence Fostering quality and company excellence Rationale: • Quality plays a crucial role for international branding and positioning • Working according to clearly defined rules and norms: trust building • Competitiveness: quality + efficiency • Important source for differentiation • Example: massive investment of Indian companies into CMMI • Company excellence: qualification and expertise of staff • Investments into education, training and HR management 35 17.10.2010 Page Seite 35
  36. 36. Strategic Measure 5: Quality & Company Excellence 36 17.10.2010 Page Seite 36
  37. 37. Task 5.5: Promote HR Excellence Activity: Training in HR management  Strategic management  Corporate performance management  Psychology & motivation  Compensation & benefits  Integrated HR management  Employee retention management  Employer branding  Personell development  Team building 37 17.10.2010 Page Seite 37
  38. 38. Implementation Strategic Measure 6: 6 Export-oriented Investment Promoting export-oriented investment Rationale: • Interrelation between export and investment promotion • Example of the importance of export-oriented investment: Irish IT industry • Adoption of new management methods • Technology transfer and innovation • Intermediate mode of internationalization (indirect foreign market access) • But: danger of crowding-out effects and sharply rising labour costs 38 17.10.2010 Page Seite 38
  39. 39. Strategic Measure 6: Export-oriented Investment 39 17.10.2010 Page Seite 39
  40. 40. 40 Task 6.6: Promote Intermediate Mode of Internationalization Activities:  Information workshop: indirect internationalization  Business opportunities through intermediate mode of internationalization  International best practice examples (e.g. Ireland)  Best practice examples from Macedonia  Potential target groups  Needs assessment  Definition of product and service portfolio  Match-making events & linkage  Presentation of products and service portfolio of Macedonian software / IT companies  Match-making between Macedonian software / IT companies and foreign investors (MNCs)  Follow-up and sales support 17.10.2010 Page Seite 40
  41. 41. Project Resources Project Team Resources  Lucas von Zallinger  Int. consultants: 10 pm  Claus Traeger  Overall budget: > 300.000 EUR  Alexander Kuntz  Tobias Mollin  Prof. Dr. Hans-Günter Lindner  Valentina Nushkova Project duration: 06/2010 – 12/2012 41 17.10.2010 Page Seite 41
  42. 42. Thank You! Contact: Valentina.Nushkova@gtz.de 42 17.10.2010 Page Seite 42

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