Case Analysis in Marketing for Translations Serge Belair

This report is a case analysis in marketing for Translations Serge Belair, a leading translation agency in America. The report identifies the problems and issues faced by the company and evaluates strategic alternatives to address them. The PACADI approach is used to take effective decisions and the best alternative is implemented. The report concludes that marketing plays a major role in the success of a company.

Case Analysis in
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK .............................................................................................................................................3
CONCLUSION ..............................................................................................................................6
REFERNCES:.................................................................................................................................7
Books and Journals:....................................................................................................................7

INTRODUCTION
The business environment is dynamic and keeps on changing. There is key role of
marketing in success of the business enterprise. Marketing can be defined as a function that
helps to persuasive the customers towards the business organisation and to improvise the
product by conducting proper research. This report is based on Translations Serge Belair. It is
one of the leading translation agencies in America. The company provides effective and reliable
language solutions as per the need of clients. They provide their services to the customers
regional, national as well as international level. In this report, the problems and issues faced by
the business organisation are being identified. To take effective decision, the marketing manager
must know about the problems in proper manner. In the starting of this report, the key problems
are being identified (Lam, and Li, 2019). The strategic alternatives to address the problem are
being evaluated so that the best among them is used. There are certain criteria that are being
used to take effective decisions and are integral part of this report. Afterwards, analysis of the
solution is done so that the company is able to use best strategy. This will facilitate the decision
making and in the end of this report, the implementation plan including and success and risk of
the plan is formulated.
MAIN BODY
TASK
Traductions Serge Belair is an international organisation which become a global partner
for the consultancy service in the Canada. It was started to operate under the name of TRSB and
comes in the largest translation service provider companies in North America. In the 2016 and
the other years, the company was become largest service provider of language. It provides many
services like customised translation, terminology management solutions and collaborate with
other Canadian companies like financial, banking, pharmaceutical, insurance and other
technical fields. The company has vast number of best tools, techniques and software in order to
grant accurate services and support other institutions and win in international competitions. The
clients are satisfied with their services but the company still somehow lacks in the market and
require appropriate strategies by analysing its position and challenges within their serving
locations The company has potential to join hands with the large cooperation's and contribute in
more successful practices.

It has identified that, the Canadian market is taking boom in the translation industry.
They have analysed much potential of the business in the upcoming future. Due to having vast
growth of international arrival and foreign investment, translation is become vital. These
translation entrepreneurs could be the leader of future market by serving the value of French
language. Therefore, every business Is surrounded with some threats, opportunities for growth
and challenges. In context with the Traductions Serge Belair, it would be identified through
applying PACADI approach which is described below:
Problems: As per the first element of this approach, problems are the troubles, issues
and challenges which an organisation faces during its operations and market development. This
might includes the issues, urgency, internal problems and requirement of the solutions. It will
also include how the problems or issues affecting the employees, stakeholders and the whole
organisation profitability. In the case of Traductions Serge Belair, there are many problems
faced by the company in the translation industry. The problem of competitors moves in the
international market, threat of new technology integration and growth of marketing are the big
problems. This gives rise to development of the communication strategy and marketing mix
concept for the service industry (Minors, 2019). The leaders expect that, the problem of
marketing would get resolved by making possible changes. due to the arrival of vast number of
competitor, the TRSB could losses its reputation and brand name from market. The problem is
that, price is become the major drawback factor in this industry. As the china is the top country
to use technology at its best. They provide translation service in low process like $0.05 for a
single word. Whereas, the Canadian market is known for charging high prices for translation
services a the TRSB is known for its quality documents and files. The other local companies are
also earning in this industry without delivering quality services and this gives rise to
competition. This has become a major issue for TRSB which set their standards for enabling
marketing practices.
Alternatives: In this element of the approach, there should be need of identifying some
strategies or alternatives that could be opt by the company as a solution. It simply means giving
options to solve the problems and issues which are identified. The TRSB company needs could
solve their problem of competition and local new market players. They could enhance their
promotional tactics by focusing more in advertising, attracting customer and create a target
market. Apart from this alternative, the company needs to develop some products and services

which are not provided by any translation service provider. They need to include some unique
aspects that will make them different from their competitors (Miah, 2020). The another
alternative is to provide more of discounted offers and reduce the price of their documents so
that, the competition would not affect the companies growth in the market. As per the problem,
TSRB needs to get more of in the customer trends which is only possible through getting
interact and communicate with the clients for their actual need.
Criteria: It is the criteria on which all the alternatives will come to a final conclusion.
The one best fit solution will be applied on the Case of TSRB. The solution will be decided after
analysing the companies potential, needs, cost structure, budget and workforce contribution. So
the case study has shown that, the company has professional staff and highly qualified
workforce which will be an advantage for the TSRB. It has potential to grow into the market and
invest in high technology as the Canadian companies have high profitability share due to having
high prices. The company has their budget of $97, 500 for enabling marketing procedures.
Therefore, the best alternative for the TSRB is to carry out their branding and marketing in an
effective manner by involving all the financial, human and technical resources. The marketing
could be through both online and offline channels but includes various types of channels to
communicate with the customer. The other alternative found earlier like developing unique
products and services and giving discounted offers are already somehow fulfilled by the
company. Also, these alternatives are not taken for final solution as they might give temporary
impact on the company whereas, using marketing and communication strategies will have
permanent impact in engaging customers and keep them loyal and retain.
Analysis: As per this analysis, the alternative identified will have both its pros and cons.
So that, it will be helpful to analyse the outcome of each alternative in an effective manner.
Hence, the alternative one that is to developed unique products and service will have good
impact on the customer but its disadvantage is that, the company has its specialisation in
translation which does not consist unique tangible features expect more impressive content
quality (Zhong, 2020). So that, the alternative chosen which is marketing and communication
strategies which have its advantage that, customers will engage and aware about the brand name.
This will results in their retention and not shift to other brands.
Decision: The alternative choose for resolving the problem of competition for TSRB
company is best suitable to sustain in the competitive market, due to growing technology, tools

and price differentiation, the company may suffer decline in their sales. For that instance, the
company is likely to need customer support, client retention and their loyalty towards the
company. So the best alternative is chosen through which, TSRB will face competition and
could develop their plans and discounted offers according to rivals actions.
Implementation: the recommended solution for the growth in sales and brand name of
TSRB, there is requirement of IT tools and adopting marketing concepts carefully, the mangers
of company needs to first identify their target market in terms of price, age and culture. After
that, they need to use communication channels like social media, website and make their own
application which will work as a proof of evidence (Lacroix, 2018). The company needs to
involve in regular communication with clients through Emails, texts and other platforms which
will keep the clients loyal.
CONCLUSION
From the above report, it is concluded that marketing plays a major role in successful
operations of a company. The report is based on case study under which the business
organisation is facing a major issue. The use of PACADI model helps to take effective decision
and use best alternative. The solution for the problems are being analysed and the best among
them is implemented. Before taking the decision all the important aspects are being evaluated.
The use of proper implementation plan is done to overcome the problems by using best strategy.

REFERNCES:
Books and Journals:
Lam, J.S.L. and Li, K.X., 2019. Green port marketing for sustainable growth and
development. Transport Policy, 84, pp.73-81.
Minors, H.J., 2019. Translations between music and dance. Translation and Multimodality:
Beyond Words, p.158.
Miah, A., 2020. Drones: the brilliant, the bad and the beautiful. Emerald Group Publishing.
Zhong, X., 2020. Improving the understanding of mammalian microRNAs: from annotation,
isomiR and function.
Lacroix, P., 2018. Bibliography of Franco-American Life, Language, And History.