CASE 1 – TRSB (A): STRENGTHENING A

SERVICE BRAND IN BUSINESS TO BUSINESS

(B2B) MARKETING

Case Overview
Serge Belair founded Serge Belair's Traductions in the eighties. In early days, he began
working alone in the cellar and traded papers for a number of companies in Quebec.
Translations Serge Belair, which now has the name TRSB, has grown over almost thirty years
from a small business into an enterprise of 150 employees with sells of almost 20 million
dollars and national ambitions. TRSB provides personalized business strategies with regard
for translation and terminology management that is fully integrated with its customers' brand
image and marketing business. Prices in the translation industry are always a differentiating
factor and creating a new rate structure is one of the challenges facing local translation
companies. The arrival in the Canadian market of many major multinationals has made it
difficult to place local companies. It was always easier to take on the change for better
growth. TRSB agreed to establish an internal communication marketing team by the end of
2014. In addition, the company identified main areas of differentiated communication to
expand upon its offer of added value to customers. The members of the communication and
marketing team decided to spread this new brand image and make it popular and loved in
Canadian business communities.
The key emphasis in this case is the difficulty they face in separating themselves from the big
competing translation services and concentrating on brand image enhancement. One of the
key problems facing the TRSB business development and marketing teams is the contribution
of experienced service brands to the growth of B2B service companies. The reduced growth
of translation organizations operating in different fields, such as Google and Microsoft, has
been a challenge. For several companies operating in this sector for a long time, this has made
business strengthening a very challenging task.

Facts
Serge Belair founded Translations Serge Belair in the 1980s. With more than 150 employees
and revenues of CA$20 million, TRSB has expanded.
Their brand image is paramount, they operate in well regulated industries and their
communications must be flawless. Commonalities with TRSB customers.
TRSB was listed among the largest translation companies in North America in 2016.

This allowed them to remain successful by providing TRSB personalized translations and
terminology management solutions.

Large companies such as SDL, TransPerfect, RR Donnelley & Lionbridge have used the
tactic of undercutting the rates of local language service providers to penetrate the
Canadian market
rising nations like China are likewise now offering interpretation administrations at
discounted costs.

→ In-house interpretation divisions were confronting troubles to refresh with the furthest
down the line innovation to stay serious.Outsourcing enabled companies to focus on their
core business
Competition from internet giants like Google, Microsoft and skype.
→ Competitive advantage of TRSB - offers services for 24/7 – exceptional customer service
→ TRSB identified key communication and differentiation areas to add value to its
customers.
→ TRSB participated and sponsored many events, trade shows etc. to showcase its visibility in
the target market.
SWOT
Strength:
• TRSB – one of North America &
Canada's main translation firms.
Offers tailored strategies for
management localization and
terminology.
• Provides its future customers with
24/7 service without changes in
customers.
Opportunities:
• The use of advanced systems will
contribute to efficient service
production and organizational
growth, producing high incomes.
• More improvements in customer
service provision could lead to
customer satisfaction, which could
lead to high prices.
• Promoting the brand of the
organisation, which is advantageous
for organizational development,
should lead to recognition among
foreign customers. •
Marketing Mix
Product –
• Tailored solutions for translation and management of terminology
• Studio recording, subtitling
Weakness:
• Major organizations have followed
the approach of undercutting project
costs effectively, which is an essential
aspect.
• Failure to boost the brand reputation
and raise revenue for corporate public
relations activities.
• Failure to evolve and improve
technology in its services •.
Threats:
•To enhance the organization's
contacts with its clients, the use of
translation software has proven
optimal.
•The demands of the translation industry
have increased with the use of advanced
technologies.
• Outsourcing jobs to avoid the initial
expenditures and fixed costs of the
organizationses.
Price –

• Tests higher customer rates for their advertised superior service to their clients.
• A new pricing strategy was required or a new differentiating factor was created to
allow them to differentiate themselves from foreign competition.

Place –

• The TRSB was initially founded in Quebec and was strengthened and renowned
by their experience in the translation industry.
• Lead them to North America's largest translation firm

Promotion –

• TRSB has implemented its internal marketing communications team to change

and distinguish from its rivals.
• Defined key areas which provide customers with added value
• Promotional activity was carried out by participants in professional events such
as the APEX leadership conference as official translation sponsor to make
consumers more visible in the business to business market..
Challenges faced by TRSB
 Costs are a differentiating factor in the translation industry. This will also make it a
challenge for TRSB to build a new rate structure that has higher prices than
international competitors.
 Big foreign corporations have penetrated the Canadian market by undercutting local
language service providers' costs.
 The difference factor is the entry of new international competitors like SDL,
TransPerfect, etc, that offer low prices, but not known for their quality prices.
 Network giants such as Google, Skype and Microsoft build tools for translation.
 To place yourself as a superior brand, providing services of high quality
compared to its rivals.
Linked to the communication of word-of-mouth much of the time
Importance of Branding
• A new way to differentiate themselves from the crowd is to represent consumer
products, ideas and concepts, and to build messages tailored to their individual needs.
• Companies must decide to revise their business strategies to gain a strategic edge on
the marketplace.
• In order to distinguish itself from rivals, the company can adjust to emerging market
conditions.
• An effective internal marketing communication team may define key
communication and distinguish places to add value for consumers or customers.