Transforming the Chilean IT Industry 

Four Chilean information and communication technology (ICT) companies are breaking into the lucrative US market for outsourced global services thanks to PA Consulting Group's expertise. These companies are now competing in the US marketplace, and have secured at least one major win and a series of key short-listings.

The companies were selected for this breakthrough exercise to analyze the US market by ACTI – the Chilean Association of Information Technology Companies – an umbrella organisation for more than 160 ICT companies which helps the internationalisation of the Chilean IT industry. 

The initiative was designed to help ACTI members build a market entry strategy for the US and provide a template for its other members to follow. PA's role was to provide a comprehensive understanding of the US IT services market, and enable the selected member companies to rapidly build a portfolio of leads, with quantifiable sales. We conducted a capability assessment of each company, including a benchmarking exercise which showed how the four member companies' pricing compared with the pricing of other suppliers in the US marketplace. This ‘health-check’ also assessed the skill sets of each company in the areas of organisation, process and methodologies, services and products, and infrastructure.

The PA team then developed a core market entry strategy for the companies, which addressed aspects such as service lines, internal capabilities, target industries and marketing engagement plans. A plan was also developed to show how the required featuresof the four companies needed to evolve to help them compete effectively in the US market. This was developed using collaborative workshops in Santiago de Chile and New York. In order to put the marketing strategy into action, the PA team developed a roadmap that laid out the organisations’ short-term and long-term goals. This roadmap was built to show the member companies how to execute their plans over a fixed timeline using a phased approach.

"As a result of the support and advice from PA Consulting Group, we re-evaluated our strategy to enter in the US market, saving significant resources and optimizing our budget." Leo Covalschi, CEO – Synapsis

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