Understanding Latin America: How Language Service Providers Can Help

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In the world of translation buyers both Asian and European market needs are well understood. We know that they have different market needs and we strategise to accommodate those needs. Can the same be said of Latin America? Perhaps not! In this presentation, Orla Clifford from Symantec talks about the Symantec experience of trying to develop a specific translation strategy for Latin America and how that compared to their experience in Europe and Asia. She also talks about ongoing opportunities for Latin American translation suppliers from the buyer point of view.

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Understanding Latin America: How Language Service Providers Can Help

  1. 1. Understanding Latin America:How LSP’s can helpOrla CliffordSymantec
  2. 2. What are we going to talk about?• Michael Porter and his forces• Adventures in L10n procurement• The opportunity, maybe….• Argument, Discussion, Derision etc.Presentation IdentifierGoes Here2
  3. 3. Porters Five ForcesIndustryRivalryNewEntrantsPower ofSuppliersThreat ofSubstitutesPower ofBuyersPresentation IdentifierGoes Here3
  4. 4. Porter’s generic business strategies• Producing services or products at a lower cost thanthe competitionCost Leadership• Producing services or products that are seen as“unique” within the industryDifferentiation• Producing products or services that target a specificsegment of the marketFocusPresentation IdentifierGoes Here4
  5. 5. The 4 P’s of MarketingProduct PricePromotion PlacePresentation IdentifierGoes Here5
  6. 6. Porter’s generic strategies meet the five forcesPresentation IdentifierGoes Here6
  7. 7. Adventures in L10nProcurement
  8. 8. What do I think of when Ithink of Japan?– In general• Cherry Blossoms• Sushi• Blade Runner– L10n Procurement• High Quality• Exacting standards• Tailored content• High Cost of doing businessPresentation IdentifierGoes Here8
  9. 9. What do I think of when Ithink of Germany?– In general• Beer & Sausages• Music• The Wall– L10n Procurement• Precision• Quality• Challenge of lengthPresentation IdentifierGoes Here9
  10. 10. What do I think of when Ithink of Russia?– In general• Snow• Vodka• Putin– L10n Procurement• Opportunity• Underserved• FluidPresentation IdentifierGoes Here10
  11. 11. What do I think of when Ithink of Brazil– General• Samba• Rio• Football– L10n Procurement• Low cost• A bit different than Portuguese!Presentation IdentifierGoes Here11
  12. 12. – General• Tango• Steak• Football again– L10n Procurement• Low cost• Not very different than Spanish for SpainPresentation IdentifierGoes Here12What do I think of when Ithink of Argentina
  13. 13. Question to the PractitionersWhat did I miss??
  14. 14. The 4 P’s of MarketingProduct PricePromotion PlacePresentation IdentifierGoes Here14
  15. 15. Differentiating on PlaceAn opportunity that builds loyalty?• What am I talking about?– Assume buyers know nothing about yourmarket• Because they probably don’t!– Assume that they want to know somethingabout your market• Because they might well do– Teach them what you know• They WILL thank you for itPresentation IdentifierGoes Here15
  16. 16. Differentiating on PlaceAn opportunity for Latin America?• How could you do it– Develop a sense of the local market• What is unique about where you are– Segment by audience– Give more than you’re asked for• Terminology advice• Local knowledge– Leverage local presence where possible• Make partners of the local marketing team– Develop face to face relationships where you can• Nothing builds trust fasterPresentation IdentifierGoes Here16
  17. 17. Differentiating on PlaceAn opportunity for Latin America?• Why would you do this?– Build Loyalty– Premium Pricing– Direct relationshipsPresentation IdentifierGoes Here17
  18. 18. THANK YOU!Presenter’s Nameemail@ddress.com

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