Professor Constança Casquinho

INDIE CAMPERS
EXPANDING TO
CHILE
ISSUE ANALYSIS
MARCH 11 TH
GROUP 2
EXECUTIVE SUMMARY
Indie Campers (IC) expanding its operation to Chile
WHY? HOW?
Deductive Analysis: Inductive Analysis:

External An inductive analysis has been conducted to determine the approach for
entering the Chilean market.

The Chilean camping market is experiencing growth.
With the financial support of the government, Chile's diverse landscape,
and the increasing number of tourists, Chile presents a great potential for IC.
YES
Four areas for action were identified and divided into specific questions to
form initial hypotheses. These will be tested using a range of custom
analytical tools and methods throughout the process.

Product Offering the needed vehicle models

Internal
Define pricing
Price
Define discount strategy

IC possesses both tangible and intangible resources to enter the Chilean market STP
Promotion Define Communication Strategy
and tap into its expanding RV market potential. Their vision for expansion and
past international experiences are valuable capabilities to use the upcoming
Explore Synergies
opportunities in Chile. Operations
Establish Partnerships
AGENDA
“TIME CAMPING
01 Deductive analysis – why? ISN'T TIME SPENT,

02 Inductive analysis – how?

IT'S TIME
03 Initial hypothesis
INVESTED.”
04 Next steps
 Chile’s geographical and market environment is encouraging for a potential
expansion.
Should Indie Campers expand to Chile? YES

Why? How?

External Internal

Geographical Factors Regulations Economic Outlook Competitors Consumers

Chile is one of the most Similarly to other
attractive road trip emerging markets, Chile
destinations due to its does not have dedicated
diverse landscapes. regulations for RVs.
The country already has
some existing There could be some
infrastructure for RVs, difficulties in moving
which has been expanding Chilean-plated vehicles
in recent years. across the border.
There are many
Camper vans need to be
opportunities for wild
prepared for various
camping and free camping,
landscapes and climates.
and this practice is perfectly
legal.
The RV market in Chile is
Chile has been still small, but the few
increasing investment in competitors we found,
the tourism sector and mostly indirect ones, don’t
its government supports share their prices and the
and encourages consumer journey through
investment. their website isn’t as
pleasing as IC’s offer.
In the context of South
Given that Chile is still a
America, Chile has a
developing and growing
relatively strong
market without one big
economy, with the third player established, we can
highest GDP per capita predict a smooth and easy
(ppp) in the region. market entry for IC.
Since the COVID-19
Pandemic there’s an
obvious desire in
consumers to spend more
time outside with nature
which represents an
increase in demand for RVs
and other camping options.
The mindset of most
tourists in Chile is usually
adventurous or athletic
which creates a big
opportunity for IC to
position themselves with
these same values.

Opportunities Threats
 Despite not being a well-known brand in Chile, Indie Campers can leverage their
market expertise and existing digital infrastructure to successfully expand into this
market.
Should Indie Campers expand to Chile? Yes

Why? How?

External Internal

Strengths Weaknesses
Pricing Strategy Culture Limited Brand Awareness

Effective pricing algorithm for
Tangible
real-time market analysis and
resources
dynamic price adjustments
Capable leadership and an IC as a brand is not known in Chile,
agile mentality is key for IC's which makes the entry to the
expansion efforts country more difficult

Intangible
resources Customer-Centric Policy
IC is keen on customer
satisfaction, which allows the
company to remain consistent
in its delivery
Market insights and synergies
Drawing from past successful
expansions, IC has acquired
significant insights within the
road trip sector, which might
indicate key synergies
Digital Infrastructure Business vulnerabilities and
uncertainty
IC already possesses an
The camping industry is strongly
established digital
affected by seasonality and
infrastructure and website,
natural disasters, which can
enabling seamless utilization of
influence consumer levels
those resources
AGENDA
“TIME CAMPING
01 Deductive analysis – why? ISN'T TIME SPENT,

02 Inductive analysis – how?

IT'S TIME
03 Initial hypothesis
INVESTED.”
04 Next steps
 How? The strategies enable IndiCampers to enter the Chile
Market
Why?
Product
Identify needed vehicle
models
Areas of
action
Should IC offer a camper van,
which meets the environmental
and landscape requirements?
Main
issue
Should IC offer more models
Sub
per category targeted at
issue different customer segments?
Should IC expand their
product portfolio beyond RVs,
thus leveraging potential
cross-selling opportunities?
Should IC follow their current timeline of expanding in 2025?
Should Indie Campers expand to Chile?
Price
Define pricing
Should IC offer competitive
pricing that is aligned with the
existing competition?
Define discount strategy
Should IC offer discounts on
longer trips to increase the
average booking days?
Should IC offer discounts aimed
at different target segments
with differing purchasing
power?
Should IC offer discounts to
previous renters?
How?
Promotion
STP
Should IC establish a buyer
persona for their target
audiences?
Define
Communication Strategy
Should IC have a 360º
marketing strategy?
Operations
Establish Partnerships
Should IC explore partnerships
in order to acquire and finance
their fleet?
Explore Synergies
Should IC take advantage of
Chile‘s seasonality by migrating
some of their North American
fleet?
Define how to enter the market
Should IC stick with their usual
wholly-owned entry mode?
Should IC follow their current
timeline of expanding in 2025?
AGENDA
“TIME CAMPING
01 Deductive analysis – why? ISN'T TIME SPENT,

02 Inductive analysis – how?

IT'S TIME
03 Initial hypothesis
INVESTED.”
04 Next steps
Indie Campers should focus on their current product portfolio, adapting its
RVs to the demands of the country’s environment.

Main Issue Sub Issues Hypothesis Analysis Tools

Identify Should IC offer a YES, IC need to offer a resilient camper can model in • Cost Analysis
camper van, regarding to the different environment landscapes in the • External
needed vehicle
which meets the country to guarantee a positive costumer experience. Analysis
models environmental and
landscape
requirements?
Product

Should IC offer YES, offering more models per category targeted at • Market
more models per different customer segments allows Indie Campers to Research
category targeted at better cater to diverse preferences and needs, gain a • Consumer
different customer competitive edge, and ultimately enhance customer Behavior
segments? satisfaction and loyalty while maximizing revenue Analysis
opportunities.

Should IC expand their NO, in this early-stage IC should focus on their existing • External
product portfolio portfolio to leverage their strengths and expertise and Analysis
beyond RVs, thus keep their operations lean. The company could • Market
leveraging potential potentially look into these opportunities further down Research
cross-selling the line. • Cost Analysis
opportunities?
Indie Campers should offer competitive pricing aligned with the existing
competition and offer discounts to boost profitability.

Main Issue Sub Issues Hypothesis Analysis Tools

Define a Should IC offer YES, IC should follow a competitive pricing strategy as it • Competitors
competitive pricing simple and allows for efficient speed to market. It will allow IC Analysis
pricing strategy • Benchmark
that is aligned with to attract price-sensitive customers, whilst simultaneously
the existing being able to stand out for its superior vans and overall analysis
competition? experience.

Should IC offer
Price

YES, IC should offer discounts for trips longer than the • Regulatory Environment
Define a discounts on longer
average booking days as this will create incentives for Analysis
discount trips to increase the
average booking days? customers to extend their trips in Chile. • Competitors Analysis
strategy
Should IC offer • Regulatory Environment
discounts aimed at YES, by offering discounts aimed specifically at different target
Analysis
different target segments, IC can appeal to different willingness's to pay and
• Customer Segmentation
segments with differing broaden their client base.
purchasing power? Analysis

Should IC offer YES, providing discounts for returning customers not only • IC Database with travel
discounts to previous encourages loyalty but also fosters a positive relationship records analysis
renters? between IC and its customers. This incentivizes repeat
business and can lead to increased customer satisfaction and
long-term profitability for IC.
Indie Campers should establish buyer personas to better understand their
client base and leverage several means of communications to reach them.

Main Issue Sub Issues Hypothesis Analysis Tools

STP Should IC establish a YES, this allows them to reach their different target audiences • Customer Surveys
buyer persona for more effectively, reaching the right audience, at the right • Customer
their target time and place. Ultimately increasing Chile‘s RV market Journey Mapping
audiences? penetration and ensuring higher demand and an increase in
sales.
Promotion

Define Should IC have a YES, given the demographic diversity of their audiences IC • Market Research
Communication 360º marketing should communicate through the different current means of • Customer Surveys
strategy? communication so they can ensure that they are reaching • Customer
Strategy everyone intended in their prefered platform where they will Segmentation Analysis
be more willing to receive information (e-mail marketing, • Consumer Behavior
social media, outdoors, newspaper, blogs, etc). Analysis
• Customer Journey
Mapping
• Best Practice
Benchmark
Indie Campers should stick with their usual entry mode to expand into Chile
and should look to leverage potential partnerships and synergies.

Main Issue Sub Issues Hypothesis Analysis Tools

Should IC explore YES, Indie Campers should leverage potential partnerships for • Competitors Analysis
Establish partnerships in order fleet procurement and financing, in order to ensure the • External Analysis
Partnerships to acquire and availability of new vehicles to renew their fleet and to keep • Internal Analysis
finance their fleet? their operations less capital-intensive.
Operations

Should IC take YES. Since Indie Campers does not currently have a South
Explore advantage of Chile‘s American location it could take advantage of the different
• Regulatory Environment An
Synergies alysis
seasonality by migrating summer times by migrating some of their fleet from North
• Competitors Analysis
some of their North America to cover the high season, thus decreasing the
• Measure demand elasticity
American fleet? number of vehicles they have to acquire.

YES. By entering through a wholly-owned subsidiary IC is able • Regulatory Environme

Define how Should IC stick with
to implement its acquired know-how as well as being less nt Analysis
their usual wholly-
to enter the owned entry mode? dependent on partners. Although the risk is higher, • Risk Analysis
market profitability can also be higher with this choice. • Financial Analysis

Should IC follow their YES. Following the overall company‘s strategy and expanding • Market Research
current timeline of to this location in 2025 makes sense, as the market is still • Competitor Analysis
expanding in 2025? young and therefore there is an advantage in moving quickly. • Risk Analysis
It would, however be wise to try to capitalize on the summer • Measure demand elasticity
season between December and March.
AGENDA
“TIME CAMPING
01 Deductive analysis – why? ISN'T TIME SPENT,

02 Inductive analysis – how?

IT'S TIME
03 Initial hypothesis
INVESTED.”
04 Next steps
Next Steps
To achieve our vision: Become worldwide #1
YOU ARE HERE

ISSUE ANALYSIS HYPOTHESIS TESTING

Developed the hypothesis to be Test the hypothesis against collected data

researched and tested and review them

DATA COLLECTION AND RECOMMENDATIONS

RESEARCH
Based on the result of the tested
Gather the information to help support (or hypothesis, craft a set of
not) the previously stated hypothesis recommendations for IC
Project Team
 INDIE CAMPERS
EXPANDING TO CHILE
STRICTLY CONFIDENTIAL