Patricia Pérez M., president of ASEXMA Chile (Association of Manufactured Goods and Services Exporters)

Through your role at ASEXMA, how do you see the current state of Chilean companies in the productive sector? PP - In our opinion, an important breach in competitiveness divides the large companies from the small ones. The distance cannot be explained by size alone but also by factors that today are fundamental for assuring a company's productivity. We are talking about access to technologies, the possibility to train employees, the capacity to innovate and access to international markets.

What benefits does a company enjoy by joining ASEXMA? PP.- ASEXMA supports its members in three fundamental aspects, whether they are just taking their first steps in exporting or have consolidated themselves in international markets.

Firstly, we provide them with all the relevant information to carry out their business abroad, covering both the internal processes of their operations and intelligence on foreign markets, like market profiles, norms, taxes imposed on imported goods abroad, entry requirements, statistics, among others.

Secondly, we work intensely in training the personnel of our member companies so that their executives can count on the knowledge necessary to carry out the internationalisation of their business.

Lastly, we seek to facilitate the productive and technological development of our companies, providing them significant co-financing for technical assistance, travel on technological missions to the world's leading poles of development, the possibility to export through the hiring of a manager specialised in internationalisation, certifications (ISO-HACCP-Chilean standards, among others) and professional exchanges abroad. The co-financing
can support between 50% and 70% of the costs of these activities.

What services does ASEXMA offer to businessmen and women that visit Chile? what kind of support will they find?
PP - ASEXMA is focused on supporting our member companies to go international. With this in mind, we organise trade and technological missions and take part in different fairs and provide other services such as training, market intelligence and commercial agreements. However, we have an open-doors policy to businesspeople and foreign organisations that visit our country. We are constantly receiving delegations of businessmen from overseas who we inform about the possibilities of conducting business in Chile and the role that our association plays to bring small and medium-sized businesses into contact with international markets.

How would you describe the state of Chilean industry to a foreign investor?
PP - We believe that our country has completed a first stage in attracting foreign investment with great success in numerous companies in primary industries, services and the financial sector. However, we think that foreign investment ought to diversify into areas of greater added-value and, to achieve this, we should take advantage of the large network of trade agreements that Chile has signed around the world.

How, in your opinion, has industry been affected by the current value of the dollar and what actions have been taken to compensate this situation?
PP.- As exporters, the exchange rate is of constant concern and, as such, we have already requested the authorities to take preventative measures against the sharp decline the dollar has experienced in recent weeks as this is endangering the country's export-based development model. Specifically, we have asked that the government set up a commission of experts to debate the issue and prevent small and medium-sized business ending up in the red.

How important is that Chile develops a strong and unified country brand?
PP.- For us as an association of exporters, a solid and unified country brand is of the highest important as this would add value to our products and act as a seal of quality and trust for consumers abroad.

What actions would you propose to develop a powerful country brand that brings together all sectors?
PP.- Thanks to the dialogue and joint work carried out between ProChile (the export promotions agency) and the private sector, we have been able to unite the interests of all sectors in a logo to represent us to the world. With this achievement behind us, we believe that actions should aim to reinforce our image through an intense publicity campaign similar to those carried out by other countries which have had success in developing their own brands, such as Australia, Mexico and Brazil, among others. This will require more financial support and the active involvement of many productive sectors.

Finally, what message would you like to send to the local industry and the foreign investors that read TRIPCHILE "Chile in English"?
PP.- First of all, I would like to send my warmest regards to the readers of TRIPCHILE. To Chilean readers, I would like to say that we are advancing that thanks to the efforts we have made and will continue to advance especially in the areas of growth and internationalisation. At ASEXMA, you will find the support that your company requires in this field.

I would invite foreign investors to visit our country and enjoy the enormous advantages that our open and stable economy can offer. We are recognised for our honesty, competitiveness and for meeting our commitments. From myself and all those who work in ASEXMA, I send my warmest regards.