Marketing strategies that employed translation localization efforts that were proven successful in one country often cannot be applied directly in other foreign markets because of cultural differences. Consider the strategy of an American manufacturer that tried to sell jars of baby food in an African country. According to our Chicago French Translation workers, the jar labels gave product information and showed a picture of a smiling baby. But most of the potential customers were illiterate. They were unable to read the print on the label and assumed that what was on the outside of the jars was what was on the inside—babies.
U.S. based international marketers face competition from firms in Germany, France, Russia, Japan and a host of other countries, as well as from firm in the host nation. Therefore, they must become familiar with all aspects of the local population, including its cultural heritage. This can be accomplished by treating each country as an additional market segment that must be thoroughly analyzed before developing a translation and localization strategy.