Santiago Solutions Group

Addressing Obstacles

SSG’s portfolio of effective methodologies has been developed with real-world knowledge derived from years of hands-on experience. This experience can help you answer the question:

How do we address internal and external obstacles while guiding in-market?

Through the following solutions:

A. Corporate Infrastructure Assessment: SSG In-Culture DNA™

SSG audits clients’ preparedness for accelerated growth in multicultural markets across functional areas and determines which organizational capabilities and competencies can be leveraged in order to reduce complexity and promote productivity. With a deep focus on sales, retail and customer channels, we evaluate a company’s position relative to market leaders and assess risks, strengths and critical success factors.

Internally, in order to be able to readily identify opportunity areas for our clients and help them overcome typical field and operational barriers, we often review historic segmentation program contributions, effectiveness and productivity; executive/consumer-facing talent leadership, abilities and experience levels; corporate culture; diversity; planning process integration; investment allocation criteria; customer connectivity, shared mind-set and coherent brand identity; level of innovation, learning, collaboration and speed to market; major interdependencies, cross-functional partnerships and gaps; entrenched competitive processes and sustainable advantages; IT/systems; and market and customer intelligence/data.

B. Corporate Strategy Alignment: 360° TouchPoints Adaptation

Personal interaction with a brand or company ultimately determines if a consumer will become a loyal customer. If the entire organization supports a common business strategy, the customer experience, no matter how, when or where they encounter the brand, will be all the more seamless, powerful and positive. SSG helps companies align various business units and departments with corporate-wide business objectives by auditing existing multicultural programs and creating complementary business strategies that coordinate a company’s back end infrastructure, like philanthropy and R&D, with customer-facing touchpoints such as marketing, customer service and sales. We then help clients determine where and how their marketing dollars will be most effective and how to leverage their strongest strategic capabilities to best serve their multicultural customers.

C. Product Evolution/Innovation

Being first to market with the next new flavor, product or service doesn’t ensure success – a product or service has to meet a need or desire and connect emotionally with consumers in order to drive long-term revenue. At SSG, we help clients define the wants, needs and distinct cultural preferences of multicultural segments and sub-segments in order to create relevance and uncover new insights into truly innovative ways to better serve customers.

D. Implementation

When our clients are ready for implementation, SSG becomes an extension of their team and can provide project management, planning and program execution services, as well as “in-culture” market management to ensure a consistent customer experience across all channels, despite new language or cultural challenges – allowing clients to stay focused on their strongest competencies.