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.

1. Understanding Latin America:
How LSP’s can help
Orla Clifford
Symantec

2. What are we going to talk about?
• Michael Porter and his forces
• Adventures in L10n procurement
• The opportunity, maybe….
• Argument, Discussion, Derision etc.
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3. Porters Five Forces
Industry
Rivalry
New
Entrants
Power of
Suppliers
Threat of
Substitutes
Power of
Buyers
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4. Porter’s generic business strategies
• Producing services or products at a lower cost than
the competition
Cost Leadership
• Producing services or products that are seen as
“unique” within the industry
Differentiation
• Producing products or services that target a specific
segment of the market
Focus
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5. The 4 P’s of Marketing
Product Price
Promotion Place
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6. Porter’s generic strategies meet the five forces
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7. Adventures in L10n
Procurement

8. What do I think of when I
think of Japan?
– In general
• Cherry Blossoms
• Sushi
• Blade Runner
– L10n Procurement
• High Quality
• Exacting standards
• Tailored content
• High Cost of doing business
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9. What do I think of when I
think of Germany?
– In general
• Beer & Sausages
• Music
• The Wall
– L10n Procurement
• Precision
• Quality
• Challenge of length
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10. What do I think of when I
think of Russia?
– In general
• Snow
• Vodka
• Putin
– L10n Procurement
• Opportunity
• Underserved
• Fluid
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11. What do I think of when I
think of Brazil
– General
• Samba
• Rio
• Football
– L10n Procurement
• Low cost
• A bit different than Portuguese!
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12. – General
• Tango
• Steak
• Football again
– L10n Procurement
• Low cost
• Not very different than Spanish for Spain
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What do I think of when I
think of Argentina

13. Question to the Practitioners
What did I miss??

14. The 4 P’s of Marketing
Product Price
Promotion Place
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15. Differentiating on Place
An opportunity that builds loyalty?
• What am I talking about?
– Assume buyers know nothing about your
market
• Because they probably don’t!
– Assume that they want to know something
about your market
• Because they might well do
– Teach them what you know
• They WILL thank you for it
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16. Differentiating on Place
An 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 faster
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17. Differentiating on Place
An opportunity for Latin America?
• Why would you do this?
– Build Loyalty
– Premium Pricing
– Direct relationships
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18. THANK YOU!
Presenter’s Name
email@ddress.com