Softtek Proposal

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Running head: NEW SERVICE LAUNCH PLAN 1

Domestic and International New Service Launch for Softtek



New Service Launch Plan 2

Softtek is expanding its service options and its scope by expanding into Panama.

The decision resulted from research and analysis of growth rate and customer need. The

following sections explain procedures necessary for the successful launch of the new

service and subsequent expansion into Panama. The new service launch plan includes

product description and positioning, the target markets, an analysis of ‘strengths,

weaknesses, opportunities, and threats’ (SWOT) analysis, competitive analysis,

marketing objectives/strategies, pricing, communication, distribution strategies, financial

information, and market research.

Service Description and Positioning Statement

Mexico

Softtek’s main objective is to expand service offerings to increase business. One

way to accomplish this is adding a new service offering to the existing repertoire. The

new service option is developing and supporting Business Intelligence (BI) and Business

Processing Operation (BPO) applications, and information technology (IT) solutions on

Microsoft Platforms (Access/SQL Server).

This creates a new market opportunity for Softtek. It also forges an alliance with

Microsoft. Softtek will be increasing the marketshare of SQL Server as a database

solution in Mexico. It also creates expertise within Softtek affording opportunities to

support those applications; to provide technical/professional support for those

applications in the Nearshore Outsourcing Division.

Panama

Deciding to expand a product/service line into an international market requires

evaluating a number of different variables. Although Softtek has offices on four




continents, Softtek’s presence throughout Latin America (especially in South America)

covers a large territory (Softtek, 2011d); brand knowledge in the region is an advantage.

However, Softtek’s presence in Central America still has room for expansion and the

opportunity to enter emerging IT markets in countries such as Panama and El Salvador

(HfS Research, 2011). Comparison of these international markets to determine the

location with the highest probability of success and sustainability pointed to Panama.

Global IT leaders are increasingly turning to Latin America (HfS Research, 2011).

Whether the work is software application development, as an IT/BI/BPO solution

provider, or providing customer service through outsourcing, Latin America is an

emerging market with low risk. Rather than broaden service into the more competitive

and well-established markets of Europe and Asia, the emerging IT market and strong

economic environment in Panama, make this country an ideal site for expansion.

Market Needs

Softtek’s headquarters are in Mexico. The company provides IT services to

customers locally and throughout the world. Each market’s needs are specific and unique

to its particular culture and situation. Softtek strives to solve a few of the issues involving

computer IT. Listed below are a few market needs Softtek attempts to fulfill in Mexico

and Panama.

• The Global Information Technology Tenders website lists more than 10

tenders in Panama and 30 tenders in Mexico (Global Information Technology

Tenders, 2011). Datamining CentralAmericaData website returns with even more

tenders available in Panama and Mexico (CentralAmericaData, 2011a).




Expanding Softtek’s knowledge of Microsoft platform technologies improves

their position to respond to many tender requests for IT services.

• Lack of informational technology educational funding from the Mexican

government (Gonzalez, 2001): Softtek plans to partner with Microsoft and

provide low cost software in many of the schools to help students learn how to

use tools that most of the world uses.

• Low household incomes: “About 700,000 children in Mexico dropped out

of school last year […] as poor families pull kids out of school to help put food on

the table” (Lange, 2010, para. 1). Along with equipping schools with information

technology software, Softtek plans to implement internship programs to help

children stay in school and to gain skills that will provide higher paying jobs.

• Panama Canal technology support: Because of its beneficial location,

Panama has become one of the biggest logistic centers in the world. According to

Maersk (2011), advanced IT applications/solutions efficiently manage supply

chains, operational activities, and as a method that provides information to

customers. Softtek plans on providing informational technology support to

businesses that travel through the Panama Canal.

• Social Responsibility: As a Microsoft Partner in Latin America,

incorporating Microsoft products into IT solutions generates revenue for that

country. Each dollar Microsoft yields a contribution 14 times that amount to the

Latin American country (Rincón, 2011).

Market Growth and Potential




The sustainability of Softtek’s service offerings is promising; the new service

creates applications and solutions they can later support. Softtek starts by developing

applications and by building IT/Business Intelligence solutions (Office platform/cloud

services) that they can later support after the development project is complete.

Call centers in Panama are growing at a dramatic rate because recent legislation

promotes expansion of this business sector (1.American.edu, 2011). These laws will give

Softtek tax incentives and benefits by creating an information technology support call

center in Panama. Lower wages in Panama is another factor that gives Softtek much

potential to prosper; the average monthly salary for customer support representative is

$500-$600 (1.American.edu, 2011). Cutting labor expenses will increase Softtek’s

chances of success.

Moreover, the general economic backdrop in Panama sets the stage for much

growth potential for businesses. The Proposal for the Expansion of the Panama Canal

lays out evidence of growth trends of increased business traffic that runs through the

Panama Canal (ACP, 2006). The swell of business traffic through Panama presents much

opportunity for Softtek to provide informational technology support to these businesses.

Mexico is Softtek’s home country and its economy ranks second among Latin

American countries (Villarreal, 2011). Even though the Mexican market is still relatively

young in their use of information technology, the sheer size of the economy gives much

potential growth. Softtek’s long term strategy is to partner up with Microsoft and expand

their service offerings to private industry, governmental agencies, and educational

systems.

Marketing Objectives, Strategy, and Communication




Softtek developed a tailored marketing communication plan for both its home

country, Mexico, and its new expanded territory, Panama. In Mexico many of the

businesses have heard of Softtek and are familiar with their services, whereas in Panama

Softtek is completely new. Therefore, the first objective in Panama is to increase brand

awareness. The second objective is to inform clients about the solutions that Softtek

provides. In Mexico, where Softtek is well known, the main objective is to increase

customer interest in the services Softtek provides.

Advertising, sales promotion, publicity, and sponsoring events are the primary

methods Softtek used in the communication mix strategy. The advertisements focus on

key attributes of the company (e.g., strong presence in other Latin American countries,

commitment to quality, and high level of customer satisfaction) and the unique

characteristics that separate Softtek from other industry leaders.

Promotional plans include the offering of discounts on subscription services for a

limited time when clients sign on. These promotions give Softtek a competitive edge

over competition, especially when bidding on projects looking for low cost/high payoff

solutions. See Table 1 for a list of these promotions.

Table 1. Softtek’s Promotions for New Service Contracts.

Service Promotion

Software Solutions 6 month free software support

extending solution support subscription sprecial price for 1st yr

free upgrades for first year for any OS system change

IT Solutions 6 month free solution support

extending solution support subscription sprecial price for 1st yr

free upgrades for first year for any OS system change

Outsourcing special subscription price for 1st year for new clients




Social responsibility is a hot topic in today’s world. Softtek operates in North

America, South America, Europe, and Asia (Softtek, 2011a). The company provides

employment for people in those countries. The addition of Panama provides a publicity

opportunity to highlight the company as a socially responsible company. The publicity

campaign includes information about the company diversity, job creation, and

community investment. The public relations specialist is responsible for alerting

newspapers and television networks.

Trade shows are a cost effective way to showcase services. Softtek’s partnership

with Microsoft provides an opportunity to increase visibility at trade shows throughout

the target markets. Trade shows allow more customer interaction and generate leads for

the sales team. Table 2 summarizes Softtek’s approach to communication methods for

the new service launch.

Table 2. Marketing Communication Methods and Approaches

Marketing

Communication MethoApproach Channel

AdvertisingAdvertisements for new service withInternet Media sites

Internet sites focused on industry such asCentralAmericaData.com, mainstream Internet

media sites

Sales Promotion

Create/distribute communication

describing new service promotions

(listed in Table 1)

Softtek's internet portal and Microsoft Partner

Network (MPN) modified to include new service

promotions

Public relations/PR

Publish Press Releases on new servi

offering

Announcements in: 1) Industry ezines/press rele

websites 2) Microsoft Partner Network and

Microsoft Panama website announcements 3)

Softtek's press release portal, 4) Social network

sites - Blogs, Twitter

EventsCreate/distribute new service

brochure

Publish to industry event/conference internet

material channels (e.g., Biz Fit conference site)

Softtek SWOT Analyses




Performing a SWOT analysis is a useful exercise to obtain a high-level overview

of the internal strengths and weaknesses and the external opportunities, and threats that

Softtek faces in its country of origin (Mexico) and in its choice for international

expansion (Panama).

Table 3. Softtek Mexico SWOT

Strengths Weaknesses

Strong Position in application development, ITsolution support, BPO, software testing

Need business expansion in sectors where notmarket leader

Strong Alliances with several partners (SAP, Oracle, TESCH)

Need more strategic alliances/partners tostrengthen position and increase brand awareness

Strong Global Presence – 8 countries in SouthAmerica alone and internationally in Puerto Rico,Spain, U.S.

Currently not supporting specific IT solution and BIplatforms for Microsoft products (e.g., SQL, Office)

Softtek is market leader in Nearshore Outsourcing

Opportunities Threats

Expand IT, BI, BPO marketshare by building new

solutions Microsoft SQL Server

Intense competition in each area of specialization

Offer new service to locations outside of Mexico Competitor is leading in BI/IT

Establish new alliances with Microsoft by joining

Microsoft Partner Network

Several competitors’ have more strategic alliances

with global industry leaders

Source: Information gathered from Softtek (2011a-d) and MexicoIT (2011)

Softtek is top leader in outsourcing service but not other service options.

Softtek’s plan is to expand their marketshare in IT/BI/BPO solutions development and

support. Softtek’s plan is to form a strategic alliance with Microsoft through the

Microsoft Partner Network (Microsoft, 2011) and support companies that have solutions

built on the Microsoft platforms.

Table 4. Softtek Panama SWOT




Strengths Weaknesses

Strong Latin American presence (Brazil, Venezuela,

Costo Rico, Mexico, Paraguay and Uruguay)

No presence in Panama/No brand recognition for

software application and IT solution provider

Emerging market - signs of growth for last 10 years,

current economic and technological outlook positive

Hard to find skilled/ trained talent in Panama - labor

force is limited

Positive partnership with Microsoft in the past Limited knowledge/acument in SQL Server business

development solutions

Industry leaders do not have stronghold on business

in Latin America yet

Opportunities Threats

Expand services internationally for application

development, IT solution support, BPO, software

testing services

Some competition in each area of specialization

(software applications, IT solution provider, BPO and

BI business solutions)

Establish new patnership in Microsoft Partner

Network

Global interest in country is increasing, predicted

more industry leader's moving into region

Large number of tender opportunities in private and

government sector

Source: Information gathered from Softtek (2011a-d), Microsoft (2011), PanAmCham

(2011)

Technology leaders such as hardware manufacturers (Dell and HP) and software

giants (e.g., Microsoft) have a strong and growing presence in Panama (HfS Research,

2010). Information, Communications, and Technology (ICT) is an emerging technology

spreading from the industrial centers out to smaller cities and towns (HfS Research,

2011). Research on ICT development in Latin America is a favorable and profitable

investment/expansion strategy for Global IT leaders to infiltrate. If Softtek enters the

market at this time and establishes a foothold, as the workforce develops and technology

advances, the company will be in a strong position to obtain and retain new clients.

Competition

Mexico

Although Softtek created the “Nearsourcing Outsource” (Softtek, 2011a) concept,

there are many companies in Mexico that have outsourcing clients. They are currently

the largest outsourcing provider, but there is significant competition. Similarly, the




competition for handling IT solution support and development is on the rise. The major

IT solution competitors in Mexico are in Table 5.

Table 5. Competitors in Mexico

Competitors in Mexico

Dextra Technology - Specializes in nearshore outsourcing, IT support, embedded systems and

multimedia initiatives

Compucom offers customers IT support (service desk/tech supports, remote support), applications

development and replatforming.

Hildebrando offers customers application development, systems integration, testing, IT Outsourcing

(ITO) and Business Process Outsourcing. (BPO).

Neoris is the largest IT company in Mexico and specializes in nearshore outsourcing and IT solution

support/consulting. Partnerships include: IBM, Intel, Microsoft, Oracle, Sun Microsystems, SAP and

Yahoo.

Quarksoft primarily focuses on developing enterprise software solutions and nearshore outsourcing

World Software Services specializes in application design and development, testing, ERP, IT support,

BPO and nearshore outsourcing. Alliances include the following industry leaders: HP, IBM, Oracle,

Microsoft and SAP.

Source: Information gathered from MexicoIT (2011)

Panama

Global IT leaders in software like Microsoft encourage partners to base them on

Microsoft products (Rincón, 2011). There are some Latin American-based organizations

in Panama building IT/BI/BPO solutions in Panama (see Table 6). However, there are

relatively few companies and a growing number of IT tender opportunities and the IT

industry is in Panama is growing (HfS Research, 2010).

Table 6. Competitors in Panama




Competitors in Panama

Industry Leaders presence in Panama - Computers - HP, Dell, IBM, Software - Oracle, Microsoft

South American Companies - Software and IT Solution Providers

GBM de Panamá, S.A.

Integrated System Technologies, Inc. – integrated software solution providers for hospitals

Rootstack S.A. – primarily web applications

Sonitel – provides IT solutions to Information Workers

Unisistemas Panamá, S.A. – IT solution providerSistemas y Soluciones de Software, S.A. – BPO/IT solutions

BI Solution providers include DEINSA, Grupo Consisa and SoftlandEnterprise Solution Providers - Softland and Assist Consultores Centroamerica S.A.

Source: Information queried from PanAmCham (2011), CentralAmericaData (2011b)

Pricing Strategy

The major principles underling pricing include cost, experience curve (based on

number), competition, and demand elasticity (Miller, n.d.). Pricing strategies for

Softtek’s services is different from product pricing because manufacturing/price on goods

is not the bulk of the production or distribution costs. Softtek’s services (e.g., IT

solutions) are intellectual property and the majority of costs associated with

producing/developing solutions are personnel and administrative costs.

Domestic and international pricing strategies differ and pricing managers tend to

overlook the international factors. Because Softtek is not, it is marketing a service and

the satellite office location is within Panama. Table 7 lists the factors influencing

international pricing.

Table 7. International Pricing Considerations

International Pricing Considerations

Currency Issues - sales are in local currency and are subject to exchange rate variability Transfer pricing - pricing charged by HQ for local supplies and components

Regulatory price control laws (e.g., often on transfer pricing)

Price coordination - geocentric, polycentric, between locales to prevent "gray trade"

Product positioning factors - competitive pricing, market penetration, price skimming

Systems pricing - bundling/unbundling




Source: Miller, n.d.

Distribution Strategy

A marketing channel is the distribution pathway through which goods and

services flow between a provider and its consumer. Direct, or zero-level, channel

marketing products are sold directly from the provider to the customer (Kotler & Keller,

2007). Providers must determine the optimal marketing channel strategy for their

products as well as monitor/manage the relationships within the marketing channels.

The planned marketing channel strategy is a zero-level channel strategy.

Softtek’s services are intellectual property (the project design, development of code,

verifying the quality of service). This type of service cannot be sold in retail or

wholesale markets; services are custom-tailored for each client.

The advantage of a zero-level channel approach is the company retains complete

control of the relationship between the customer and the organization. Softtek’s service

offering requires direct contact with its customers because the services provided are

custom-built by design/development team.

Financial information

Marketing Budget

Softtek’s marketing budget for the Panama market includes television, radio,

print, and web communications. “Most foreign manufacturers of consumer products

maintain a high profile presence in the country through newspaper ads, large billboards,

sponsored sports events, and TV advertising” (Export.gov, 2011, p. 6). The current

budget includes Twitter, Facebook, and LinkdIn. The new budget expands on the current

marketing plan to include a larger presence at trade shows. The company has six trade




shows schedule for the year. The trade shows account for 8% of the budget. The

advertising plan accounts for 87% of the budget. The remaining budget is allocated

toward website and brochure communications. Softtek is part of the Microsoft Partner

Network. The partnership requires monitoring of the website. The Softtek website

monitoring is on a continual basis. The Market Plan Budget is shown in Figure 1.

Figure 1. Marketing Budget Plan

Marketing Budget PlanCategory Quantity Cost per Unit Total Notes

Communications

Website 2 3000 6000Softtek website, MPN site monitoring

Brochures 2500.35 monthly 10500

Subtotal 16500

EventVendor space 6 2000 12000Six trade shows

Furnishings 6 1500 9000

Audio/Visual 6 1000 6000

Meals 6 200 1200

Travel Expenses 6 750 4500

Subtotal 5450 32700

Advertising

Television 6 100000 600000TVN, Telemetro, SERTV

Radio 1 600 monthly 7200CPR (Am and FM)

Magazines 2 500 monthly 12000IT Sitio, Reporte Delta

Postcards 25000.15 Quarterly 1500

Newspaper 2 200 Quarterly 1600La Estrella de Panama, El Siglo

Web

Search engine optimizer 2 750 monthly 18000Google, Bing

Social Media 3 250 monthly 9000Twitter, Facebook, LinkdinEmail 130 monthly 360GoDaddy

Subtotal 649660

Total Marketing Budget 698860

Unit Forecast

The assumption/expectation is the Panama sales forecasts are similar to sales data

from the Brazilian operations. Sales expectations in Brazil are an increase of 27% over

last year’s figures of 4.6 million (Business News Americas, 2010). For the first year of

service, Softtek expects fewer sales in Panama. The annual target for Panama is 4




million in sales. The sales projection per quarter is ¼ of the total annual sales (see Table

8) or $1,000,000; the assumption is a constant rather than seasonal demand. Advertising

expenses are 20% of expected sales figures the first year and 10% the next two years

(Paul, n.d.).

Table 8. Unit Forecast for Next Three Years

Unit Forecast

Year 1 Q1 Q2 Q3 Q4 Total

Gross Sales 1,000,000 1,000,000 1,000,000 1,000,000 4,000,000

Costs 174,715 174,715 174,715 174,715 698,860

Net Sales 825,285 825,285 825,285 825,285 3,301,140

Year 2 Q1 Q2 Q3 Q4

Gross Sales 1,200,000 1,200,000 1,200,000 1,200,000 4,800,000

Costs 87,358 87,358 87,358 87,358 349,432Net Sales 1,112,642 1,112,642 1,112,642 1,112,642 4,450,568

Year 3 Q1 Q2 Q3 Q4

Gross Sales 1,440,000 1,440,000 1,440,000 1,440,000 5,760,000

Costs 87,358 87,358 87,358 87,358 349,432

Net Sales 1,352,642 1,352,642 1,352,642 1,352,642 5,410,568

Marketing research conducted for the plan

Extensive market research is important before launching any new product/service.

A bulk of the research conducted includes data and analysis from both Mexico and

Panama. Table 9 summarizes the areas of research performed.

Table 9. Market Research for New Service




Market Research Areas - Domestic and International

Market need assessment for new service

Market penetration and potential for growth

Competitive landscape - evaluation and comparison

Social awareness and responsibility connsiderations

Distribution method assessment - channel and intermediary necessity

Communication strategies for new service launch - internal/external

Advertising methods and promotion of new service

Internet communication methods/implementation

Microsoft business strategies around in IT/BI/BPO solution development

Microsoft Partnership Network benefits and requirements

Cost and pricing strategies

Data required for SWOT analysis

Demographic factor analysis

Technology Trends

Technology Tenders - projects and applicability assessment

Financial considerations and budget requirements

Budget projections

Market Research – International

Determine location for international expansion - Latin America versusEurope/Asia

Industry trends differences in international landscapeLabor force assessment - local versus hiring abroad, skills/trainingprograms

Language, socio-cultural difference assessment

Mexico’s demographic and economic benchmark data show some interesting

results. The population and the labor force increased steadily over the last five years.

The inflation rate is following the same trend. However, the industrial production growth

rate shows a significant decline in the last three years (see Figure 2).

Figure 2. Historical Demographic, Economic, and ICT Data for Mexico




Source: Data gathered from queries to IndexMundi (2011) database

The economic conditions in Panama are more favorable than in Mexico.

Panama’s predicted economic growth for 2011 is higher than any other Latin American

country (Winner, 2011) and is leading the way in terms of IT development (LBC Staff,

2011). The annual GDP growth for 2010 placed Panama in the 25th position globally.

Other economic indicators also show improvement. The workforce population is rising

and the unemployment rate is at an all time low (6.5% in 2010).

Figure 3. Historical Demographic, Economic, and ICT Data for Panama




Source: Data gathered from queries to IndexMundi (2011) database

Examining the differences in revenue and wages between Mexico and Panama

shows that normalized revenue for Panama is higher than Mexico. However, the wage

index is consistently lower in Panama (see Figures 4 and 5 for graphic representation of

the revenue and wages data).

Figure 4. Revenue (Percent of GDP) Comparison between Mexico and Panama




Revenue 2005 2006 2007 2008 2009 2010

Panama 22.43% 24.99% 27.81% 26.17% 26.03% 25.67%

Mexico 21.05% 21.81% 21.96% 23.49% 23.70% 23.00%

Source: Data extracted from IDB (2011)

Figure 5. Wages index Comparison between Mexico and Panama

Real Wages 2005 2006 2007 2008 2009Panama 91.92 94.59 95.77 92.79 94.64

Mexico 122.33 128.59 135.06 136.2 135.31

Source: Data extracted from IDB (2011)




Demographic factors such as literacy and level of education are socio-cultural

factors affect methods of communication for the new service. These two factors are

similar in the two countries (IndexMundi, 2011).

Conclusion

Softtek has determined that Panama is a market with need for the company’s

services. Demographic data assisted in the decision to expand into the Panamanian

market. The preceding sections addressed topics such as product description and

objectives, marketing plans, growth rates, financial data, and pricing strategies. Part of a

successful service launch is the research conducted prior to market entry. Softtek

understands the market and has planned accordingly. The company expects strong

growth in sales and customer satisfaction.




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http://www.idc.com/getdoc.jsp?containerId=LA11330

http://www.panama-guide.com/article.php/20110713161106321



http://www.softtek.com/en/media-room/press-releases


http://www.idc.com/getdoc.jsp?containerId=LA11330

http://www.panama-guide.com/article.php/20110713161106321

Softtek Proposal

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