MKTG 205 - TRSB (A): Strengthening a B2B Service Brand - Analysis

This case study analysis focuses on TRSB, a translation company, and its strategies for strengthening its service brand in the business-to-business (B2B) market. The analysis identifies the key issues TRSB faces, including differentiating itself from competitors and maintaining a strong growth rate. It applies the seven marketing mix variables for service companies (product, price, place, promotion, people, process, and physical evidence) to TRSB's operations. The report also explores the benefits of branding in B2B marketing and how TRSB can leverage branding to enhance its credibility, build customer loyalty, and differentiate itself. Furthermore, the analysis assesses the value of the TRSB brand and suggests measures to strengthen it, such as optimizing the company's website and showcasing client testimonials. The case study highlights TRSB's strengths, including its expertise in the Quebec business community, flawless communications, and use of sophisticated CAT tools, while also providing recommendations for future growth and brand development.

Running head: MARKETING OF TRSB
Marketing of TRSB
Name of the student
Name of the University
Author note

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The significant facts in relation to the case study, “TRSB (A): Strengthening a Service
Brand in Business-to-Business (B2B) Marketing” is that it has elaborated on the need of the
change that can increase the profitability of the company. The company has to differ itself
from that of the competitors that can help the company in adapting to the new business
environment. The company is in need of a marketing strategy that can help it in maintaining
the annual growth rate of that of 20 % (Trsb.com 2019). The company needs to build a
strong marketing communication team that can help the company in winning the favour of
the customers (Olohan and Davitti 2017). TRSB should identify the differentiation areas that
can help the company in providing the added value offer to that of the clients. TRSB is facing
the challenge of differentiating itself from the bulk translation services that can help in the
promotion of the brand image of the company. Belair has a strong belief that the professional
service brands can play integral role in relation to the B2B marketing. The company is facing
the challenges pertaining to the business development and the strengthening of the brand is an
arena that is causing challenges for the company. The company has to strengthen its hold in
the target market that can help the company in expanding itself in the broader market. The
company has to create a unique image in front of the people that can help in the development
of the company.
The key issues within the case study, “TRSB (A) : Strengthening a Service Brand in
Business-to-Business ( B2B) Marketing”, pertains to the fact that Canada has a unique
situation on account of the fact that it is a bilingual country and the players existing in various
kinds of fields have to translate wide range of the documents. This has increased the demand
for the translation services in the country and the economic data shows that there is a string
industry growth within the country. The development of a formal market strategy is a
necessity for the company that can help it in getting an edge over the rivals (Gambier and
Van Doorslaer 2016). The clients of TRSB have been able to know about the company with

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the help of the word-of-the-mouth advertising however in order to create a great effect on the
clients the company needs to pursue a dynamic marketing strategy. The company has to
participate in various kinds of the professional events so that it can increase the visibility of
the company among the target markets. The company has to enhance all aspects of the
communication so that it can support the client efforts in the promotion of the brand image of
the company. The company has to strengthen the brand so that it can appeal to a large number
of business. The company should devise the marketing strategies in a manner that it is within
the budget of the company.
There are marketing mix variables that are taken into consideration within the
framework of the service industry. The various elements in the service marketing mix are the
product, price, promotion, place, process, physical evidence and the people. Product is
indicative of the service that the company wants to sell and price is indicative of the service
that the customer have to pay for availing the service. Place is indicative of ease of the access
that can help the customers in fetching the product. It can help in the determination of the
intermediaries that are used for the selling of a service. Promotion is indicative of the various
means of communication that can be taken recourse to by a company in selling a service
(Steenkamp 2017). The people refers to the people who are directly or are indirectly involved
in delivering a service. Physical evidence is indicative of place within which the service is
delivered and the process is indicative of procedures and the mechanisms which can help the
business in carrying out the interaction. TRSB is a translation company that has a brand
image that is of paramount importance for the marketing of the company. It is a language
service provider that offers service at an affordable cost that has helped in increasing the
popularity of the company (Trsb.com 2019). The company attends various kinds of
professional events and the leadership conferences that have helped in promoting the
company. The company has built new website which is optimized for the mobile platforms

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that has helped the company in selling the service across various parts of the world (Išoraitė
2016). The senior management team in TRSB carries out detailed discussion with the clients
that helps them in knowing about the demands of the clients. There are various kinds of
processes that helps in providing satisfaction to the client. The process in the company has
been made easier with the help of comprehensive management of that of translation process
in the company. The company also provides the opportunity of the subtitling along with the
studio recording which has helped in increasing the profitability of the business. The physical
evidence of the company that helps in representing the services of the company are the
business reports along with the website of the company. It has helped the company in
reaching a large number of clients who are spread across the world.
A service company can make the benefits by taking recourse to branding in the area
of business-to-business marketing. Branding can help in increasing the credibility of a
company that can help it in appealing to different clients. The establishing of a solid brand
image helps in elevating the reputation of a business and it helps in building the loyalty
among the people. It helps the company in building the emotional connection with various
kinds of business (Samson and Sheela 2016). Branding can help a business in saving the
money along with the time in the long run. The TRSB brand can differentiate itself from the
other local translation services by taking recourse to branding. The business model of the
company have incorporated various kinds of services like the consulting along with the
digital media services that has helped in augmenting the prestige of the company within the
world market (Trsb.com 2019). The company has positioned itself as the partner and it has
helped the clients in the developing of a distinct identity (Datta, Ailawadi and Van Heerde
2017). The company has integrated the concepts along with the ideas of the brands of the
clients that has helped the company in adapting to the specific needs of the people. The
company offers the comprehensive language solutions that helps in catering to the needs of

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the business in the different countries of the world. The joining of the marketing
communications team along with the business development team have helped the business in
getting more clients. The marketing communications of the company have helped it in
dealing with the new business environment (Liu et al. 2017). The company has identified the
differentiation areas on the basis of which they can provide the value to the clients. TRSB has
also made the charitable donations to the various organizations like the Cystic Fibrosis
Quebec, United Way along with the Fondation Paul-Gerin Lajoie that have helped in
increasing the brand identity of the company among the people.
The value of TRSB has been built on account of the fact that the company has
developed the solid expertise within the business community of Quebec that has helped in the
area of expansion of the company. The communications of the company is flawless that has
helped in spreading the name of the company across the various geographical locations. The
comprehensive suite of the services that are provided by the company have helped it in facing
the fierce international competition. The company makes use of Computer-aided translation
(CAT) tools that are more sophisticated as compared to the other tools and it helps the
company in getting the access to the terminology data banks. The company has developed an
innovative rate structure that has helped the business in facing the challenges of the
international competition (Stead and Hastings 2018). The usage of the tools has helped in
offering various kinds of benefits for the clients which includes the terminology consistency
that has helped the company in making profits in the market. The company can strengthen the
brand in the event of taking suitable measures which can help it in earning more amount of
profits. TRSB can optimize the website of the company that can help it in reaching the new
markets. The company can present the testimonials of the clients on the website that can help
the company in gaining a larger market share. The website should use the aesthetically
pleasing designs that can help in growing the company. It has been found that the translation

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industry develops at an increasing rate and the company can make use of the localization
strategies that can help in spreading the influence of the company in the international market.
The company can also visit the conferences that can help in facilitating the exchange of the
ideas that can help in the development of the company.

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References
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), pp.1-20.
Gambier, Y. and Van Doorslaer, L. eds., 2016. Border crossings: Translation studies and
other disciplines (Vol. 126). John Benjamins Publishing Company.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–
Granthaalayah, 4(6), pp.25-37.
Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The effects of products’ aesthetic
design on demand and marketing-mix effectiveness: The role of segment prototypicality and
brand consistency. Journal of Marketing, 81(1), pp.83-102.
Olohan, M. and Davitti, E., 2017. Dynamics of trusting in translation project management:
Leaps of faith and balancing acts. Journal of Contemporary Ethnography, 46(4), pp.391-416.
Samson, M.S. and Sheela, M.V.P., 2016. GLOBAL MARKETS AND THE EVOLVING
MARKETING 4P’S. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, 100.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Trsb.com (2019). Professional Translation Agency - TRSB. [online] TRSB EN. Available at:
https://www.trsb.com/en/ [Accessed 24 Sep. 2019].
Reading Material

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Case Study: TRSB (A): Strengthening a Service Brand in Business-to-Business ( B2B)
Marketing