Presentación de David Lovegrove, Enero de 2009.

1. MARKETING FOR GLOBAL SERVICES
DAVID LOVEGROVE
Santiago, Chile
14 January 2009
1 15-Jan-09

2. IRELAND’S EXPERIENCE

3. National Strategy
The development of the Global Services
sector to be seen as part of an overall
and integrated approach to developing
the economy and to be included in the
National enterprise policy framework.
It cannot develop in isolation
3 15-Jan-09

4. The Enterprise Policy Development Process
1 Vision (The Big Picture)
2 Strategy (The what needs to be Done)
3 Policy Development (The How it will be Done)
4 Empowerment (Actually doing it)
• Implementation and Structures
• Resources
4 15-Jan-09

5. The Enterprise Development Process
Vision:
The “Big Picture”
Making CHILE the No. 1 location for Global Services
in South America
Strategy:
Sets out how the vision will be achieved….By creating the
achieved By
most competitive business environment in South America
5 15-Jan-09

6. The Enterprise Development Process
Policy Development:
Sets out exactly what will have to be put in place to give
effect to the Strategic Plan and create competitive
business environment:
- Public sector policy reform
- Education policy reform
- Regulatory environment
- Legislative framework
-CCompetitive business environment
- Support systems for Enterprise
- Competitive incentive package
Be clear on role of domestic industry………...
6 15-Jan-09

7. Role of Domestic Industry
Don’t focus only on FDI
Domestic industry needs support to develop:
• Finance
• Innovation
• Joint venture or technology acquisition
Ability to develop niche opportunities:
• Irish software industry based on localising and driven
by domestic companies
7 15-Jan-09

8. The Enterprise Development Process
Implementation:
Empowerment
p
The legal and legislative underpinning of the
process that allows the actions necessary to
achieve the desired results to be undertaken
hi th d i d lt t b d tk
Commitment by Government to providing the
infrastructure necessary to achieve the
outcomes
8 15-Jan-09

9. The Enterprise Development Process
Implementation:
Resources
The financial and other resources that are
required to achieve the desired results, despite
strong and competing demands from all sources
t d ti d df ll
of the economy
And, most importantly,DON’T wait for the perfect
, p y, p
solution….it never appears.
Implement, learn from your mistakes and keep
moving forward.
if d
9 15-Jan-09

10. “Keeping Ahead of the Curve”
Innovation in strategy and policy formulation led to FDI
driven growth, plus support for domestic sector
Hardware: IDA Ireland and Forfas
Competitiveness achieved through Government
constantly addressing issues to facilitate business, driven
by requirements of the enterprise sector
Hardware: Forfas and Competitiveness Council
Collective software was our ability to innovate
10 15-Jan-09

11. Policy Formulation in Institutional Context
Government
Private Sector
Ministry
y
Consultation
Policy Formulation
Private Sector
Consultation
Science Foundation
IDA Ireland Enterprise Ireland
Ireland
11 15-Jan-09

12. Key Areas to Focus on
Constant benchmarking against competition
Monitor results to re-invent the product
Aggressive marketing and promotional activities
Need to move up the value chain
Don’t market in areas where you are not at least as
competitive as the competition
Skills availability a critical factor:
• Scholarships are excellent, but need to focus on medium
and long term solutions….Key Skills Forecasting
dl t l ti K Skill F ti
12 15-Jan-09

13. Some words of Caution….
It is a transient sector:
• No assets
• Ireland--->India--->Eastern Europe--->??
Can mop-up limited resources
Rapid labour build-up, But same in reverse!
Limited return to the country (compared to
manufacturing) in terms of added-value and
contribution to economic growth
13 15-Jan-09

14. What about Chile?
A world class product:
• Saying NO is g
yg good!
Regarded as a market leader, don’t sell
yourselves cheaply
Geography not an issue
Critical to sustain efforts over time, regime
,g
change cannot diminish value proposition
In the same market as everyone else
Aggressive marketing now more important
14 15-Jan-09