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Bernard Boily - Achieving Optimum Market Positioning: The Latin American Experience

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Bernard Boily - Vice-President of Training Development at PECB

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Bernard Boily - Achieving Optimum Market Positioning: The Latin American Experience

  1. 1. Achieving Optimum Market Positioning: the Latin America Experience March 15, 2019 P E C B P A R T N E R E V E N T I N S I N G A P O R E
  2. 2. 2 Bernard Boily, Eng. MBA PRESIDENT, SEDIKA TECHNOLOGIES +1-514-784-0350 ext. 101 bernard.boily@pecb.com www.pecb.com
  3. 3. 3 Agenda • The Latam context • PECB in Latam • How to achieve premium market position • Optimal channel management strategy • Outstanding customer service • Excellence as perceived by the end client
  4. 4. 4 The Territory • Population • 639 millions • Nominal GDP • 5,573 B USD • GDP per habitant • 8,720 USD Source: Wikipedia
  5. 5. 5 Some Statistics 0 200 400 600 800 USA EU Latam Population (M) 0 10000 20000 30000 USA EU Latam Nominal GDP (B US$) 0 20000 40000 60000 80000 USA EU Latam Nominal GDP per habitant (US$) Source: Wikipedia
  6. 6. 6 Market Key Features • Developing countries • Eager to adapt best practices • Two languages: • Brazilian Portuguese – Brazil • Latin American Spanish – Everywhere else
  7. 7. 7 PECB in Latam • Partners: 73 • Certified trainers: 181 Sales (person-days) 27001 31000 37001 27032 22301 9001 20000 Other
  8. 8. 8 How to Achieve Premium Market Position • Optimal channel management strategy • Outstanding customer service • Quality as perceived by the end client
  9. 9. 9 Channel Management Strategy • Exclusivity • Premium pricing, defined and communicated • Controlled territory competitive landscape • Number of partners per territory • Type of courses • Enforcement of policies • Marketing effort through resellers and word of mouth • Long term, mutually beneficial relationships
  10. 10. 10 Partner Selection Criteria • Willingness to work on an exclusive basis • Legal structure established since a few years • Experience in sales of courses for IT professionals or in management systems such as ISO 9001, 14001, 22301, etc. • Structured organization: web site, office, phone system, etc. • Capability in the market where the potential partner operates to accept a new training organization because of the market size and competitive landscape
  11. 11. 11 The Stone Wall Analogy
  12. 12. 12 Customer Service • Capability to operate in the language of the territory • Staff • Courses • Fast response time to request
  13. 13. 13 What is Quality • Degree to which a set of inherent characteristics (3.10.1) of an object (3.6.1) fulfils requirements (3.6.4) (ISO 9001:2015, clause 3.6.2) • Degree to which a set of inherent distinguishing features of anything perceivable or conceivable fulfils needs or expectations that are stated, generally implied or obligatory
  14. 14. 14 The Pentagon of Excellence Internationally recognized certification Trainer Training material Logistics Price
  15. 15. 15 Premium Pricing • Apple made headlines by announcing that the price for its new iPhone X will range from $999 to $1,149. • Why did Apple push the limits of pricing on the highly anticipated device? • A key reason involves using a premium price to set an expectation of excellence in consumers’ minds. • Of course, once the expectation was set, one has to deliver on its promise. Source: Harvard Business Review, Rafi Mohamed, Sept. 21, 2017
  16. 16. 16 Trainer Selection Criteria • Referred by a Training Organization • Confirmed business need • Experience in Management System, fulfilling one of these three requirements: • Minimum five year as consultant in support in the implementation of management systems of the standard to be taught. • Minimum of three years as manager of the implementation of a management system within an organization. • Minimum of three years Lead Auditor for third party audits. • Experience as an instructor for professionals or as a teacher at recognized universities. • Recognition as a thought-leader in his or her field is a definite plus
  17. 17. 17 Trainer Certification Process • C.V. Review • Individual interview to confirm knowledge, experience and skills for norms to be certified as a trainer • Confirmation by Evaluation Committee • Trainer Agreement signed • Self-study of material sent • PECB exam (no equivalency accepted) • Standard PECB processes
  18. 18. 18 Any Questions?

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