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Basecamp International is expanding its hostel and volunteer programs to Peru. It will target young students and mid-life adults seeking international experiences. Competition includes larger global networks and smaller in-country organizations. Basecamp will rely on partnerships for market entry and distribute through its integrated global channels. Advertising will promote the brand through online and Peruvian media to reach target markets. Strengths include Peru's business freedom and growth, though weaknesses include poverty and corruption.
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This document provides an overview of market analysis, including its goal and key dimensions to evaluate. It describes analyzing a market's size, growth rate, profitability, industry cost structure, distribution channels, trends, and key success factors. Specific analytical tools are discussed, such as Porter's five competitive forces, value chain model, and experience curve for understanding competitors and developing a cost advantage.
Basecamp International is expanding its hostel and volunteer programs to Peru. It will target young students and mid-life adults seeking international experiences. Competition includes larger global networks and smaller in-country organizations. Basecamp will rely on partnerships for market entry and distribute through its integrated global channels. Advertising will promote the brand through online and Peruvian media to reach target markets. Strengths include Peru's business freedom and growth, though weaknesses include poverty and corruption.
This document provides an overview of Child Aid projects run by Humana People to People. It describes that Child Aid projects involve organizing 3000 families within a community to take action across 10 lines of development to improve children's lives. Currently there are 52 Child Aid projects across 15 countries involving over 290,000 families. The document outlines each of the 10 lines of activities that define a Child Aid project, including strengthening family economy, health/hygiene, preschools, children's participation, support for orphans, education, community development, environment, and two community-chosen lines. It also describes a typical 5-year progression for a Child Aid project with changing annual focuses.
South America is named after Amerigo Vespucci, an Italian cartographer who proved that Brazil and the West Indies represented a different landmass than Asia. It is located entirely on one tectonic plate called the South American Plate. The continent took its current shape around 3 million years ago with the formation of Panama connecting North and South America. Unique features include the Amazon rainforest, river, and Arctic bird species due to its southern location. The Andes Mountains were formed by the collision of the Nazca and South American tectonic plates.
Vikram Seth is an Indian novelist and poet. He spent part of his youth in England and India, and studied philosophy, politics and economics at Oxford University. His most famous work is the 1993 novel A Suitable Boy, which follows the story of a family searching for a suitable husband for their daughter in post-independence India. The novel took him nearly a decade to write. Seth is also known for his poetry and novels The Golden Gate and An Equal Music. He has received many honors for his work, including the Padma Shri in 2005.
The document provides an overview of Netflix, including its history, vision, mission, financial status, culture, management structure, operational plans, expansion efforts, and innovation. Key points include that Netflix was founded in 1997 and has grown to over 50 million subscribers globally by 2014. It has expanded from DVD rental by mail to become a leading global streaming service and creator of original content like House of Cards. The company aims to become the best global entertainment distribution service through expanding its licensing and markets worldwide.
This document provides an overview of market analysis, including its goal and key dimensions to evaluate. It describes analyzing a market's size, growth rate, profitability, industry cost structure, distribution channels, trends, and key success factors. Specific analytical tools are discussed, such as Porter's five competitive forces, value chain model, and experience curve for understanding competitors and developing a cost advantage.
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Family planning is important for achieving the Millennium Development Goals by reducing population growth and the costs of meeting targets. The document discusses Nigeria's high population growth, maternal and child mortality, and unmet need for family planning. It outlines challenges like inadequate resources, stockouts, and sociocultural barriers. The NURHI program aims to increase modern contraceptive use in urban areas by 20 percentage points through integrated supply and demand initiatives, innovations, advocacy, and partnerships to improve access to family planning for the urban poor.
Basecamp International is expanding into Peru with volunteer and hostel programs. Their marketing plan targets students and mid-life adults. Competition includes large global volunteer networks and smaller in-country organizations. Basecamp will advertise through their website and partner organizations while maintaining competitive pricing and service quality. Challenges include Peru's developing economy, corruption and safety issues, which require careful consideration for successful implementation.
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This project aims to address youth unemployment in Romania by developing a community and online platform to provide tourism-related training, information, and advice to unemployed students and graduates. The platform will also facilitate networking between students and entrepreneurs in the tourism sector. Over the course of one year, the project will conduct research on consumer behavior, launch the online platform, and promote it to engage 500 unemployed young people. The end goal is to open a tourism resort fully managed by the target group.
Marni Schecter has over 15 years of experience in integrated multichannel marketing, communications, fundraising, and brand development. She has a proven track record of exceeding ambitious fundraising targets, including raising over $10 million for one organization in just 4 years. She is skilled in strategic planning, public speaking, relationship building, and operational management. Currently, she operates her own yoga studio while also providing consulting services to nonprofit organizations.
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- Problem-driven and iterative approaches work best for complex indigenous problems, engaging local stakeholders and learning from experiences. Principles for effective practice emphasize long-term participation, rights, cultural respect, and indigenous-led solutions.
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This document provides information and guidance about accessing funding locally for youth organizations. It lists various sources of funding information like websites and organizations. It discusses different types of funding opportunities such as for sports/arts projects or workforce development. It provides tips for applying for funding like ensuring the project is deliverable, collaborative, and innovative. It emphasizes measuring tangible outcomes and building relationships with funders. Finally, it discusses developing long-term fundraising strategies and sustainability plans.
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Similar to Final international marketing powerpoint chile (20)
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 travelers, English speaking North Americans
career break groups, 50+, families 18 years of age +
Service Offerings Service Offerings Service Offerings
Teaching, Childcare and Teaching, orphanage work, Volunteer training
Environmental projects healthcare, environmental, sessions, children’s
Pricing women’s empowerment, workshops, operational or resource
3 months construction, animals & wildlife development projects
exluding flights= $4121.33 Pricing Pricing
with flights = $5,979.32 Start at $945 for 1-12 weeks Free, but you are responsible for all
food & accommodation included Start at $5465 for 6months-1year expenses –
Advertising Strategies Includes food, lodging, insurance food, shelter, insurance, travel
Social Media, newsletter, Advertising Strategies Advertising Strategies
brochure. “A community beyond borders” Social Media –
Extensive use of Social Media Twitter, Facebook, YouTube, Linke
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.
23.
24. 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
market Environmental
Start-up Chile -
deterioration.
Government initiative. Power Distance
SWOT Analysis
25. • 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