First Product Camp South Florida South Florida: North of Latin America June 8th, 2013 Location: Citrix, Fort Lauderdale Product Management, Product Marketing

1. South Florida: North of Latin America
Roberto Shigueo Suzuki
Jun 8, 2013

2. Bon bini Byen venu

3. Agenda

Latin America Market Overview

Is South Florida that relevant?

Challenges and success factors

What do you want to discuss?

4. Latin America Market and Caribbean
You are here!
Current population: 596M (8.4%)
GDP: US$4.8 trillion (7.7% world)
Top US trade Countries:
#3 Mexico
#9 Brazil
Source: Wikipedia

5. Why South Florida is the portal to Latin
America?

The proximity and access to Latin American and
Caribbean countries

The concentration of multi-lingual and highly
educated Hispanics

The vast representation of professionals and
companies from Latin American and Caribbean
nations

Is it a gateway or a hub: Gateway is a place that easily
allows transfer of good and services. A hub is a place
that draws resources because of its added value.
Source: The Canadian Trade Commissioner Service

6. Proofpoints

Proximity: Florida-origin exports to Latin American and
the Caribbean make up 23% of all U.S. exports to the
region with South Florida accounting for the majority

Concentration of Hispanics: Hialeah – 94.7%, Miami
70%, Miami Dade County 64.5%, Broward 25.8%

Representation of companies: GM, HP, Caterpillar,
American Airlines, Novartis, Kraft foods, Cisco, Hilton,
Electrolux, DHL, Komatsu, Oracle, Carnival, Microsoft,
Royal Caribbean, Office Depot, Burger King, Pollo
Tropical, Ryder, AutoNation
Source: US Census, World City

7. Not that easy
Rankings on the ease of doing business
Chile #37
Peru #43
Colombia #45
Mexico #48
Uruguay #89
Argentina #124
Brazil #130
Venezuela #180
Source: DoingBusiness.org 2013 Report

8. 04.02.2011Version 1.0© 2011 Motorola Mobility, Inc.
What is your company trying to do?
Export Marketing: the firm markets its goods and/or
services across national/political boundaries
International Marketing: marketing activities of an
organization include activities, interests or operations
in more than one country and where there is some
kind of influence or control of marketing activities
from outside the country
Global Marketing: the whole organisation focuses on
the selection and exploitation of global marketing
opportunities and marshals resources around the
globe
Source: Cengage Learning, International Marketing Strategy

9. 04.02.2011Version 1.0© 2011 Motorola Mobility, Inc.
Success Factors for Franchising in Brazil (2001)
Factors McD DD PH SW
Established
Brand
☻ ☻ ☻ ☻
Market Entry
mode
☻ ☻ ☻ ☻
Product
Strategy
☻ ☻ X ☻
Operations ☻ ☻ X X
Store Layout ☻ ☻ X X
Training ☻ ☻ X X
Marketing ☻ ☻ X X
Local
Networking
☻ ☻ X X
Franchisee
Support
☻ ☻ X X
Source: Mary Risner, SUCCESSFUL FAST-FOOD FRANCHISING IN BRAZIL
AND THE ROLE OF CULTURE: FOUR CASES

10. 04.02.2011Version 1.0© 2011 Motorola Mobility, Inc.
Language matters

11. Can you identify where these power plugs are
used?
The Solution?

12. Timing is Everything

13. Be Prepared to Hit Anything that is Thrown at You