Latin America is traditionally seen as the backyard of business — a great market to sell goods from the United States, Europe and Asia. With half a billion people and two languages, it is definitely an attractive region. However, brands like Chevron, Sara Lee’s Bakery, Entenmann’s, Burger King, Thomas’ English Muffins and Swift now belong to Latin American conglomerates that are expanding worldwide. Companies like Embraer export high value and technology to the world, instead of just commodities. Renato Beninatto, CMO of Moravia, asks if you are taking advantage of this opportunity. The question is, are you really thinking Latin America?
6. Drivers for Internationalization
• Catering to low-income and price-sensitive consumers
• Familiarity with challenging distribution systems,
pragmatic knowledge of complex political and
regulatory environments
4 @renatobeninatto
7. Drivers for Internationalization
• Catering to low-income and price-sensitive consumers
• Familiarity with challenging distribution systems,
pragmatic knowledge of complex political and
regulatory environments
• Lessons learned from domestic competition with
foreign multinationals
4 @renatobeninatto
8. Drivers for Internationalization
• Catering to low-income and price-sensitive consumers
• Familiarity with challenging distribution systems,
pragmatic knowledge of complex political and
regulatory environments
• Lessons learned from domestic competition with
foreign multinationals
• Adoption of innovative strategies as a matter of
survival.
4 @renatobeninatto
14. Management
• Some Multilatinas are state-owned
• Most Multilatinas have centralized leadership and are
family owned and managed
6 @renatobeninatto
15. Management
• Some Multilatinas are state-owned
• Most Multilatinas have centralized leadership and are
family owned and managed
• Management teams have a reputation for making
quick decisions to survive, grow, and get stronger in
and unstable economic environment
6 @renatobeninatto
17. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
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18. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
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19. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
• Concha y Toro (Chile): Sales 115 countries,
7 @renatobeninatto
20. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
• Concha y Toro (Chile): Sales 115 countries,
7 @renatobeninatto
21. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
• Concha y Toro (Chile): Sales 115 countries,
• América Móvil (Mexico): Over 200 million clients in 18
countries.
7 @renatobeninatto
24. Data
• In 1999, less than half of the largest 500 companies in
Latin America were homegrown. By 2007, Latin
American firms commanded three out of every four
positions in the regional top 500.
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25. Data
• In 1999, less than half of the largest 500 companies in
Latin America were homegrown. By 2007, Latin
American firms commanded three out of every four
positions in the regional top 500.
• Today, Multilatinas, armed with cash, are stepping out
of their comfort zone and taking control of debt-laden
firms in Europe and the United States
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26. Geographical Coverage of Multilatinas by Sector and Quantity of
Countries
Source: AméricAEconomía Intelligence
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27. Companies with Most Global Reach in 2011
Source: AméricAEconomía Intelligence
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29. Conclusions
• You might have to go to São Paulo or Mexico City to
sell to International Companies
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30. Conclusions
• You might have to go to São Paulo or Mexico City to
sell to International Companies
• Portuguese and Spanish cover large markets - 500
million people
12 @renatobeninatto
31. Conclusions
• You might have to go to São Paulo or Mexico City to
sell to International Companies
• Portuguese and Spanish cover large markets - 500
million people
• Into English translations in high demand
12 @renatobeninatto
32. Conclusions
• You might have to go to São Paulo or Mexico City to
sell to International Companies
• Portuguese and Spanish cover large markets - 500
million people
• Into English translations in high demand
• South-South deals might require other language
combinations (PT-ZH or ES-AR)
12 @renatobeninatto
33. Conclusions
• You might have to go to São Paulo or Mexico City to
sell to International Companies
• Portuguese and Spanish cover large markets - 500
million people
• Into English translations in high demand
• South-South deals might require other language
combinations (PT-ZH or ES-AR)
• Major sports events will put Brazil under focus
12 @renatobeninatto
34. Conclusions
• You might have to go to São Paulo or Mexico City to
sell to International Companies
• Portuguese and Spanish cover large markets - 500
million people
• Into English translations in high demand
• South-South deals might require other language
combinations (PT-ZH or ES-AR)
• Major sports events will put Brazil under focus
• THINK LATIN AMERICA
12 @renatobeninatto